Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective
Year: 2024
Type: article
Abstract: Purpose -The emergence of artificial intelligence (AI) created many opportunities for improving and enhancing customer experiences in the digital environment.The aim of this paper is to highlight the main areas of customer experience improvements and enhancements based on the application of artificial intelligence, from a marketers' perspective.Design/methodology/approach -A literature review was conducted to assess current scientific knowledge on the role of artificial intelligence in improving and enhancing customer experience of digital products and services.Furthermore, as part of exploratory research, in-depth interviews were conducted with marketing experts experienced in digital product/service management.Findings and implications -A range of insights and reflections on the role of artificial intelligence in customer experience improvements and enhancements are provided.Key areas of applicability of artificial intelligence in customer experience improvements and enhancements are identified and discussed, including personalization, service quality, and convenience. SažetakSvrha -Pojavom umjetne inteligencije (engl.artificial intelligence, AI) u digitalnom su okruženju stvorene brojne prilike za poboljšanje i unapređenje korisničkog iskustva (engl.customer experience, CE).Rad se bavi glavnim područjima poboljšanja i unapređenja korisničkog iskustva temeljenim na primjeni umjetne inteligencije, a iz perspektive marketinških stručnjaka.Metodološki pristup --Proveden je pregled literature kako bi se analizirale trenutne znanstvene spoznaje o ulozi umjetne inteligencije u poboljšanju i unapređenju korisničkog iskustva digitalnih proizvoda i usluga.Nadalje, provedeno je izviđajno istraživanje putem dubinskih intervjua s marketinškim stručnjacima iskusnim u upravljanju digitalnim proizvodima/uslugama.Rezultati i implikacije -Pružen je niz uvida i promišljanja o ulozi umjetne inteligencije u poboljšanjima i unapređenjima korisničkog iskustva.Identificirana su i raspravljena ključna područja njezine primjenjivosti u poboljšanjima i unapređenjima korisničkog iskustva, uključujući personalizaciju, kvalitetu usluge i dostupnost.Ograničenja -Rezultati istraživanja ograničeni su prirodom samog istraživanja i metodologijom dubinskih Vol.36, No. 2, 2024, pp.153-167 Limitations -The findings of this study are constrained by its exploratory nature and the methodology of indepth interviews with a limited number of key informants, potentially limiting their generalizability.Furthermore, the reliance on qualitative data may introduce subjective biases and overlook quantitative analysis.Originality -This study extends understanding of the role artificial intelligence has in improving and enhancing customer experience in the digital environment.It also provides a managerial perspective on the phenomenon.
Source: Market-Tržište
Author: Vatroslav Škare
Institutions: University of Zagreb, Ekonomski fakultet - Zagreb
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W4406903883