Affiliation:
1. Presidency University, India
2. Institute of Mass Communication, Film, and Television Studies, India
Abstract
This book chapter explores the combined effect of Artificial Intelligence (AI) and Big Data Analytics on customer involvement in marketing. The initial phase is a theoretical investigation into the ways in which these technologies have transformed consumer interaction, with a particular focus on the transition towards customized and interactive encounters. The discussion focuses on the utilization of AI and Big Data in hyper-personalization and predictive analytics, emphasizing the enhancements in customer experience and business success. The report also examines nascent technologies such as natural language processing and the Internet of Things, forecasting their forthcoming impact on consumer interaction methods. The ethical ramifications and privacy issues, specifically in relation to legislative frameworks such as GDPR and CCPA, are thoroughly evaluated. An analysis is conducted on the strategic ramifications of AI and Big Data on sales, customer loyalty, brand reputation, and marketing decision-making.
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