The Future of Marketing: AI-Driven Approaches to Customer Engagement
Author : Dr. S Punitha Devi and Neethu AE
Abstract :
The rapid advancement of Artificial Intelligence (AI) has significantly transformed the marketing landscape, particularly in the area of customer engagement. AI-driven technologies such as chatbots, personalized recommendations, predictive analytics, and customer data platforms enable organizations to better understand customer needs and deliver tailored marketing experiences. This article examines the future of marketing with a focus on AI-driven approaches to customer engagement. It also presents an empirical analysis to examine the relationship between the use of AI tools and the level of customer engagement. Using primary data collected from consumers, a Chi-square test is applied to analyze the association between AI-based marketing practices and customer engagement levels. The study finds that AI-driven marketing has a significant impact on enhancing customer engagement, suggesting that AI will play a crucial role in shaping future marketing strategies.
Keywords :
Artificial Intelligence, Marketing Strategies, Customer Engagement, Digital Marketing, Chi-square Test.
