USING AI TO CREATE NEW CHANNELS OF CUSTOMER ENGAGEMENT

Customer engagement has attained a prominent place in the customer-centric marketing approach and has been recognized as a key research priority. Customer engagement involves interacting with customers through a variety of channels in order to strengthen the bond between company and its customers. Artificial Intelligence (AI) is turning out to be a key technology used by companies to engage with their customers. Companies can meet the expectations of customers in a better way by employing Al in every aspect of customer journey. AI is transforming the markets and helping marketers gain a far better knowledge of their consumers, brands, and market segments, as well as in designing and improving consumer experiences to better engage with them. The present chapter has focused on the role of AI in customer engagement, Al technologies used for customer engagement, the challenges of employing AI in customer engagement and the future of Al in customer engagement.