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Over the recent years, marketing and brand engagement has seen a significant shift. What once served as a discipline for accelerating corporate growth has transformed into a field of study where business dynamics and technology coexist. The focus is progressively moving toward the use of technology, even if market positioning and strategy are still important components of marketing (Prentice et al., 2020). Marketers are currently using artificial intelligence in marketing to automate procedures and provide clients with a distinctive brand experience.
For instance, AI-driven recommendation systems increase customer expectations by assisting consumers in finding more of what they desire. Each business is now expected to give suggestions and experiences that are customized to a specific consumers goals, requirements, and preferences (Kumar et al., 2019). This sort of personalized targeting is increasing the bar for other brands to follow suit (McLean et al., 2021). This brings up the crucial part that artificial intelligence will play in brand engagement. The payback is huge since greater customer engagement for firms who pay attention to these shifting expectations and provide the experience consumers demand.
AI-driven operations and marketing effectively capture a fundamental tenet of brand engagement that people must be engaged in a company in order to make a purchase. It offers a wide range of channels, content formats, and technologies now in use, enabling any brand to pick the one that best suits its target market (Prentice et al., 2020). AI, for instance, enables the use of analytics tools to monitor user behavior on a website and specific pages (Prentice & Nguyen, 2020). In general, artificial intelligence has given businesses engagement in the brand a major boost. Campaigns now may be built up by businesses over a variety of channels, including push, email, and in-app messaging, with automated conversion optimization. This showed the potential for further development in this aspect of marketing.
References
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.
McLean, G., Osei-Frimpong, K., & Barhorst, J. (2021). Examining the role of AI-powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 124(1), 312-328.
Prentice, C., & Nguyen, M. (2020). Engaging and retaining customers with AI and employee service. Journal of Retailing and Consumer Services, 56(1), 102186.
Prentice, C., Weaven, S., & Wong, I. A. (2020). Linking AI quality performance and customer engagement: The moderating effect of AI preference. International Journal of Hospitality Management, 90(2), 102629.
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