Abstract

This research focuses on analysing the effect of artificial intelligence on digital marketing and the customer experience of the devices powered by artificial intelligence. In the first chapter, the concept of artificial intelligence has been introduced. All the relevant things related to artificial intelligence in this chapter. In the second chapter an extensive literature on artificial intelligence and its market have been discussed. Third chapter consists of all the important methods that have been used in the research. The fourth chapter includes the analysis of the primary and secondary data that have been collected. In the fifth chapter, conclusions have been developed and some recommendations have been provided.

This research focuses on analysing the effect of artificial intelligence on digital marketing and the customer experience of the devices powered by artificial intelligence. In the first chapter, the concept of artificial intelligence has been introduced. All the relevant things related to artificial intelligence in this chapter. IN the second chapter an extensive literature on artificial intelligence and its market have been discussed. Third chapter consists of all the important methods that have been used in the research. The fourth chapter includes the analysis of the primary and secondary data that have been collected. In the fifth chapter, conclusions have been developed and some recommendations have been provided.

This research work has analysed the fact that there is a wider reach of such developments in the arena and business and other marketing processes to make the user experience more vivid. Both internet websites already have a wide role and opportunity for a superior commitment to enhanced interface accessibility and consumer support of the website, which most certainly offers a bit of customization and a deep touch of positive experience. The approach of artificial intelligence allows to enter proven evidence and knowledge that can be quickly obtained by a variety of resources and enables advertisers and marketers from the right division to contact the right consumer. Users and consumers are free to use AI-powered websites and online software with activated tips for sitting at home without having to visit outside for more problems. The use of technology to interact effectively with travellers makes it possible for AI and its iterations of technology to manufacture more important substances. The research has established that artificial intelligence is important not only for understanding various aspects of learning and business communication, but also for providing good experience and atmosphere for employees working in the organisation to provide more to customers and presenters. Artificial intelligence works on the prediction of builders’ behaviours and their historical encounters. Artificial intelligence’s role in digital marketing is very critical. It is very useful to use artificial intelligence to help firms to give consumers a combination of innovations when it not only encourages potential prospective buyers, but also offers the Corporation’s dominant customers their deep customer loyalty.

Chapter 1: Introduction

1.1 Chapter Introduction

Man-made consciousness and working style changes have been treated as the modern insurgency, individuals accept that artificial and mechanised reasoning can give an answer for a large portion of the issues, and difficulties exist right now on the planet. Likewise, AI can tackle the issues which may happen later on (Tiautrakul and Jindakul, 2019). Man-made reasoning has the capability of making new ventures, advancements, and climate inside and out. As Artificial intelligence plays an important role in human’s life and has a great impact on him, there is a bigger scope of such technology in the arena and business and other marketing processes in order to make the user experience more lively. Many businesses have grown rapidly with the help of digital marketing and utilisation of Artificial Intelligence and deep learning.  There are various advantages of getting acquainted with Artificial Intelligence and its various aspects, as it not only gives a vast knowledge about usage of search technology but also application of such technology in everyday life and its presence (Tiautrakul and Jindakul, 2019).

1.2 Research Rationale

AI helps in various aspects to improve and learn in our daily life. As not only gives custom user experience to the users, it also has various programs which can help users to give a good interaction on its chain. Smooth client and user experience is the thing that keeps the consumers and loyal crowds coming towards the company makes them a good profit. Through various calculations, it is easy to know and to get even a minutest and detailed client’s reports and information through the pursuits, purchaser’s persona, buy design and various consumer experience which helps in collection information of the client and maintains it. All of the internet websites are currently giving a major role and chance to a superior commitment to better quality of the website interface and consumer experience which most likely adds a bit of personalization and good touch of good experience. Having certain clients and consumers who are a bit nasty are like a bad dream, no offense. Be that as it may, according to such people, chatbots who are designed on AI never really become irritated. They are accessible anytime and anywhere to deal with all of the demands and requirements all the while accordingly bringing about unmistakable outcomes of the corporation and handling various necessities at the time. However, a good AI working chatbot must have the option to comprehend the subtleties of a language to give a necessary and required involvement in persuading reactions of the query asked by the one (The Impact of Artificial Intelligence in Digital Marketing, 2020).

Also, the point when marketers think about promoting the companies digitally, it is a bulky errand to accumulate the information of the client base of various classifications, separating it and investigating later manually. However, the system of AI helps with entering proofed information and details which is effectively extractable from a variety of resources and helps further the advertisers and marketers in contacting the correct crowd through correct division. While you are maintaining a business, it is fundamental to know the effect of man-made consciousness on computerized advertising which makes the ways for contacting the perfect individuals who can increase the value of your image (The Impact of Artificial Intelligence in Digital Marketing, 2020).

Because of AI, publicizing about the products and marketing in this day and age should be possible dependent on inclinations. For example, way of life, spending plan, age, sexual orientation, demography etcetera. Effective marketing with help of right decisions can be made by using search strategies by the company (The Impact of Artificial Intelligence in Digital Marketing, 2020). The users and customers are having freedom of using AI empowered websites and web applications with enabled proposals with the advantage of sitting at home without having to visit outside for further issues. AI and its technology variants makes the use of technology to interface with guests in an effective manner accordingly delivering more significant substance (Hall, 2020).  As this not only gives users interaction based interface but also helps them to get a good interaction and customer service which is availed by them through various portals and tools which company provides on their websites or mobile application. For example, the customized content proposals you see in regular internet business sites, for example, “client who purchased A has additionally purchased B” or the YouTube recommendations which you may discover captivating are the results of the previous watched videos and due to curated suggestion of AI, there are recommendations that YouTube gives to users according to his/her watch history (Hall, 2020).

Regardless of how easy the working and flow search meetings are in today’s work, the day’s end, certain things get delayed and unusual. With the assistance and help of Artificial Intelligence for advertising and digital marketing, the semantic looking comprehends the relevant importance of expressions and examples while looking in the various aspects. Looking has become more nuanced as it can undoubtedly find why a client is looking for some different option from what they should be looking for. Prior, web index crawlers and webpages didn’t know about the pictures on a specific page which is the reason the internet searcher advertisers make explicit metadata and give the alt-text. This causes the web crawlers to appreciate what was on the page. AI, which is a subset of man-made reasoning, has empowered their high-end clients to look for comparable pictures in the Google web index. With the high level visual hunt capacities that could snatch the detail of a thing, for example, size, shape, and shade; it gets simpler to raise the pertinent list items on to the board. Things may appear to be effective along these lines, however web crawler advertisers principally rely upon text-hefty substance to attract the traffic, yet once picture weighty hunt becomes typical, the Impact of Artificial Intelligence on Digital Marketing Agency positively needs to correct their techniques (Hall, 2020).

AI is making it simpler to sort out the latest things and shared characteristics in conduct. Artificial intelligence has also improved the communication with the customers and changed the market in margin every day. It is making a great impact in the field of Technology as well as the business world which are connected with it. If artificial intelligence Utilizes user’s preferences and choices, it is easier to get personalized suggestions and data based on earlier views. The convergence of showcasing and AI guarantees that Clients as well as users get the perfect Notification and suggestions at the perfect time (Gillpatrick, 2019).

As artificial intelligence can naturally deliver messages and personalized emails to every client which is the potential customer of the company and is having resources for buying particular products for availing services from the company, artificial intelligence makes it very simple. As per research, the total populace shares 3.95 billion photographs every day. This humongous number of pictures can be utilized by AI to get the essence of buyer conduct, purchasing behaviour and necessities. Through these highlights, instalment should be possible quicker than at no other time. Artificial intelligence makes perfect utilisation of such a huge amount of photographs which are uploaded and shared by millions of users every day, it can be a greatest source for Digital Marketing and attracting potential customers for the Company and marketing their products by collaborating with famous and well known photographers (Gillpatrick, 2019). Man-made reasoning produces content as well as clergymen. Politeness man-made brainpower advertisers, you may most likely be perusing the substance produced by machines without your insight. Making drawing in substance is certainly not a simple undertaking. It requires some investment and energy. In order to filter the requirements of clients and customers down at the Corporation. The essential as well as important undertaking in a company is to make mindfulness and a better environment for marketers as well as employees so that individuals and consumers should in general purchase items or look for your administration and avail services which are provided by the Corporation. Simulated intelligence causes the advertisers to make significant substance that the focused on crowd needs to pursue, additionally keeping it connected with which helps at each phase of the promoting channel. As, calculations make it simple to finish up what they read, which addresses they need to be addressed etcetera through the gathered data (Gillpatrick, 2019).

1.3 Research Significance

The major reason for choosing this topic to research upon is that the importance of AI in today’s world is under looked and not given as such importance as this is a major area where the businesses focus in order to get succeeded. The use of AI is used all over worldwide in terms of making any other thing which is relevant to everyone. With the help of this research, the research can take a look into the practical application of AI in digital marketing as well as consumer experience.  As digital marketing has increased; so has the use of artificial intelligence has involved in giving the better experience to the consumers of marketing of the products of corporations as well as companies (Gillpatrick, 2019). As a lot of people have worked upon digital marketing and its various benefits, it also included use of latest technologies such as Artificial Intelligence and machine learning in order to curate personalized experience to the users so that they can get acquainted with the technology and learn in better form.  Various portals and websites work upon the help data which is curated with the help of artificial intelligence and helps various learners and marketers to apply it in real life.  Artificial intelligence is not only important to understand various aspects of learning as well as marketing the business but also gives good experience and workspace for the employees who work in the organization in order to give better for the users and presenters. Artificial intelligence not only helps various marketers to process very large data sets and Trends which are supported in data but also help various marketers to gain valuable insights and information from the server.  As this information is delivered and easy-to-understand. The data delivered is easy to use for the employees who are at all the levels of marketing and part of a wider management team (Hall, 2020).

There are various good chances of a person who is in enterprise marketing and has knowledge of artificial intelligence in their Corporation.  as artificial intelligence not only predicts customer behaviour and their future involvement with the corporation and finding out the potential clients. Artificial Intelligence and using it in marketing Nurtures various data and helps to optimise according to the requirement of the corporation. As the client tells about their requirement and it finally comes to artificial intelligence helping them out, giving them the right suggestion and making them influenced by their suggestion and leading them to their potential site and giving them information regarding it.  So, it has been helping in learning vast knowledge about artificial Intelligence and its working in digital marketing, it also helps in improving the consumer experience and feedback with respect to the company and making the company more popular (Hall, 2020).

1.4 Problem Statement

This research tries to state the importance of customer satisfaction for the company and their better performance, Role of artificial intelligence in customer satisfaction and services availed by users, the advantages of using artificial intelligence by marketers in digital marketing, Utilisation of Artificial Intelligence and Technology in creating better customer portals is important along with identifying the reasons why digital marketers use artificial intelligence over manual work of digital marketing [Refer to Appendix 1].

The report gives a brief about customer satisfaction the corporation who use Artificial Intelligence and latest technology in order to provide Customer services. Learn about the benefits of artificial intelligence and its transformation in marketing.  As this research majorly focuses on digital marketing and its Use in improving consumer experience, artificial intelligence is widely used everywhere.  the various aspects of Artificial Intelligence and its application in digital marketing with the help of various programs and facilities which are provided by website and mobile application and easing the use Technology among the people. Also to find answers to various questions and loopholes in ongoing chain structure in artificial intelligence, it is important to learn about it in a detailed manner.  This research aims to give accurate information along with market statistics to give detailed study along with examples to prove its theoretical part.  As digital marketing has become part and parcel of each and every Businessman and marketer’s life it is important to understand the use of technology and artificial intelligence in it. As today’s consumers expect better consumer service and quality Inn returning the services buy availing them, it is important for the corporation and Businessman to give better customer service in order to give out more customer satisfaction in their corporation.

The major research objective is to get acquainted with the latest technology in the world of artificial intelligence with respect to digital marketing. As consumers love interaction among the application and website, they like to get more acquainted with personalized data and marketing messages.  Artificial intelligence works on prediction of constructor behaviour and its previous interactions, the role of artificial intelligence in digital marketing is very crucial.  This subject of research is important as artificial intelligence plays a major role in our everyday lives as we rely majorly upon Technology. This research focuses on use of technology and artificial intelligence, digital marketing is learnt with the help of it.  as the use of artificial intelligence recommendations and suggestions have become increasingly sophisticated and popular amongst people over the past few years, as the technology is becoming more powerful search use of AI has started to become more accurate in everyday life. 93% of the brands utilise various forms of marketing personalization, most of the corporation focuses on personalized content in order to maintain their client history and their subscription with them.  As artificial intelligence is more prominent these days, it is important to learn every aspect of it in order to gain more knowledge about the same. The various methods of marketing have changed over the decade, so the marketers have changed their policies and core to work for.  It is difficult to assume that the market will be using the same Technology as today.

1.5 Research question/ hypothesis

Since the 1900s, the socio-economic context in which transactions have taken place has greatly improved and become the epitome of technological advancements of the 21^st century. In the same vein, the level of customer satisfaction when it comes to business transactions has greatly been improved as a direct consequence of Artificial Intelligence. Both the scientists of old and those of the modern world have played a significant role in the actualization of a world where human beings do not have to perform simple basic actions; they have simply developed Artificial Intelligence schemes that promote a very easy level of online marketing through digital advertising methods such as social media and websites. All of these technological advancements began as simple projects and ideas that could be easily disregarded. However, with time, the sophistication of the capabilities of Artificial Intelligence has even led to more diverse actions that take the customer experience level on a new level of its own.

The main objectives of my research encompass a wide range of ideologies relating to the impact of Artificial Intelligence on digital marketing and customer experience. This research-based report aimed at understanding the level of customer satisfaction that is achieved by the customer after they have engaged in business transactions by businesses that make use of Artificial Intelligence. The following are some of the hypotheses that were formulated in this research to acquire as much information as possible on the Impact of Artificial Intelligence on digital marketing and customer experience in the business.

(i) The level of customer satisfaction improved greatly with the inculcation of Artificial intelligence in business.

(ii) Marketing practices and costs by businesses reduced in terms of costs to a great extent after the use of Artificial Intelligence schemes in the marketing of businesses.

Chapter 2: Background and Literature Review

2.1 Chapter Introduction

Digital marketing is creating great impacts amongst the minds of people and customers, many business people have considered using digital marketing over traditional marketing to promote their product.  With the use of artificial intelligence mining of data of consumers, predictive modelling along with machine learning tends to satisfy various marketers by giving them an opportunity to identify various strengths and weaknesses and opportunities in the business.  Utilisation of artificial intelligence for promoting businesses and giving them a mix of technology to the customers is very favourable as that not only attracts new potential customers but also gives its good customer satisfaction to the prevailing customers in the Corporation. As digital marketing mainly focuses and based upon the PRACE plan, it helps in analysing various aspects of digital marketing artificial intelligence. They are:

Plan: Generating a basic analysis and performing plan are the first major steps that a Company undertakes in order to identify potential opportunities, strength or threads in the market and identify various market share in order to succeed.

Reach: The reach majorly it’s about the start of customers cycle with the company. The major goal of a company is to attract more and more potential customers by providing them with an interactive base engagement experience which not only drives them to purchase and avail the services of companies but also eventually to create brand products services awareness among them and in the society.

Act:  Here, this stage of the customer life cycle is supposed to start drawing various potential customers and letting them acknowledge the products and services which are provided by the organisation.  It also refers to Persuasion of clients and potential clients to visit company’s website or review handles of company over social media and mobile application and to encourage them to take specific action accordingly.

 Convert:  Conversion for optimal solution of convergence is an important marketing tactic where potential customer is added as an organisational member or customer and is encouraged to take specific action by the company.  This also refers to action which marketers have to make people their client and signed up members as their Major goal.

Engage:  The desired conversation it started among the organisation and customer, care come the most important step to make the necessary actions which is needed to satisfy customers and keep them interacting and engaged with organisation with the help of email or commenting on social media handles or by sharing purchasing their products and availing their services.  This post-sale behaviour attracts the potential other customers and builds brand awareness and creates trust which also leads to potential new purchases.

2.2.1 Use of AI chatbots

The first usage of as well as development of artificial chatbot was made a few years ago and the utilisation has become very frequent in Trend due to easy language processing and voice conversation which not only makes customer service easy but also a better experience.  compared with manual customer service, artificial intelligence chatbots almost have answers for everything in their system. Not only they can support customer with a query 24*7 but also give them one to many customer service. Majorly AI chatbots enable various businesses to go beyond traditional businesses making their work profitable. AI enables chatbots replies instantly without any delays and makes working for the companies easier without any problems making companies face losses.

2.2.2 Marketing via Email

Many of the company’s market their products and services with the help of newsletters in bulk to the consumers and potential customers’ email box. Artificial intelligence helps various brands to personalize their emails according to their various campaigns used in marketing which are based on the behaviour of the customers. Marketing emails which are sent by marketers are Based upon their analysis and optimisation of data provided by the customer behaviour on their websites. Ultimately Artificial Intelligence can help various email marketing to reach their right consumers at the right time making sure that the messaging about the products and services is relevant to them and engaging them to their websites and making them convert with respect to their email and newsletters.

2.2.3 Digital advertising with the help of artificial intelligence

One of the most successful areas which artificial intelligence has adopted in business and marketing is advertising digital with the help of artificial intelligence. Search digital advertising is used on various platforms and social media sites such as Facebook, Google, Instagram, YouTube, Twitter, Amazon, eBay, etcetera.  This is the best possible experience that person can get on such platforms. To get leads and requirements as per their watch list or recent status. Such platforms use users’ data and analyse that information which includes that gender age interest demographics and other aspects to show them various advertisements which improve their performance on digitalization of advertisement and marketing of the products and services.

2.2.4 Content marketing of the companies

With the help of Artificial Intelligence, it can be seen that the marketers discover which type of content is effective based on the behaviour of various targeted customers that allows them to utilise content marketing and digital marketing. Various marketers can get understanding of the better audience and the content which works best on their standards.  For instance, 80% of millennials video content is the most effective form of content marketing which is next to blogs.  search bread targeting means that the audience has better taste in their choice and with the help of artificial intelligence various marketers can get a chance to create content using inside switch together from Artificial Intelligence and curate for the targeted audience.

2.3 Complications for Using AI for Marketing and other support services by Businesses

As artificial intelligence provides various opportunities, there are various drawbacks of using such technology for businesses and companies for their work. Here are some of the complications that might affect marketers as well as teams who support such AI based tech in their workplace. They are:

2.3.1 Implementation of artificial intelligence in business

As technology driven companies have various challenges itself, implementation of AI Becomes biggest question in the company as there are many employees who don’t have knowledge of implementation of Artificial Intelligence and utilising it to the daily working of the corporation.  The biggest challenge of implementing AI in business is to incorporate such technology in the employees and the cal 1 so that the business runs smoothly.

2.3.2 Integration challenges and lack of understanding

Due to lack of understanding of using technology and automation in the businesses, AI driven application and tools cannot be used by employees who don’t have any knowledge in such a field.  Such corporations require an employee who has experience and expertise in such a field in order to teach and communicate easily by integrating AI throughout the corporation.

2.3.3 Interoperability with other systems and platforms

There are some customized systems that companies use within their whole workspace.  Sometimes AI isn’t incorporated with such systems.  This can be Problematic for the company to carry out their daily operations on an easy basis.  In order to incorporate AI with their personal system and platform. There must be search web applications that are tools which can help companies to get their work done within minutes.

Here using such a system can be proved beneficial for the company if used in the right way; but with AI in the workspace as well as managing the customers with their queries.

2.4 Theoretical Framework

2.4.1 CRM and AI

Apart from the marketing activities, there is other domain on which, artificial intelligence is used to enhance the overall performance of the business organizations.

Figure 2.1: The CRM Pyramid

(Source: Mugunthan and Kalaiarasi 2017)

Artificial intelligence can be considered as the boons of the technology. The spill over impacts of the use of advanced technology can be observed in the domains of sales as well as marketing, supports for product design, program offering for promoting newly developed products, and above all, the management of the relationship with customers.

Customer Relationship Management which is abbreviated as CRM, is one of the domains that associated with business which are prioritized by organizations just to enhance their impacts on the existing as well as the potential customers. In this context, it is worth mentioning that the customer relationship management is considered important by the business to manage the loyal customers with improved service and attract the new segments of the customers (Mugunthan and Kalaiarasi 2017)

One of them is the domain of Customer Relationship Management. Several researchers have focused on the use of artificial technology in the domain of Customer Relationship Management. The use of artificial intelligence in the domain of customer relationship management can be demonstrated taking into account the CRM Pyramid. It is evident from the diagram below that at the top of the CRM pyramid there exist ‘customers’. This indicates to the fact that Customers are the very components of the CRM pyramid which is prioritized the most. In this relation it can be mentioned that one of the improvement that has been fostered with the implementation of artificial intelligence, improvement in communicating with the customers (Hopkinsona Perez-Vegab and Singhala 2020). Many companies have been able to establishing a transparent, uninterrupted as well as robust network of communication with their customers with the use of artificial intelligence. Companies are communicating with their loyal customers as well as prospects through instant message applications available over the digital platforms. They are- messenger, WhatsApp.

However, the communication with loyal customers, addressing their queries, instantly, has become more effective, with the introduction of artificial intelligence. More specifically, it can be stated that with the introduction of the artificial intelligence, new improved methods of communication have emerged (Bhanu and Magiswary 2010). One of them is AI Chatbots. Companies always wanted that each and every customer is contacted as per the convenient time of the customer. However, companies could not always create such convenience for their valuable customers, as not many executives are available during all shifts to attend the queries of the global customers (Bhanu and Magiswary 2010). However, AI chatbot has made this dream of the companies come true. AI Chabot are used by globally operated business to address the complaints, queries of their customers.

AI Chatbot makes customer feel that they are sharing their issues, components or conveying their queries to the customer service executives, whereas, in reality they are sharing their queries to the automated tool bot. This is evident of the facts that, with the implementation of the artificial intelligence, companies are able to design chatbots in a way that, they are able to create more generous as well as human impacts (Libai et al. 2020). They reply to the basic questions as well as to the search queries of the customers accurately and swiftly.  For instance, they answer questions regarding the basic products and services of the company, they are carry on a basic interaction like asking customers about the exact topic on which the customers want to discuss, asking customer whether they’re comfortable over chat or want a ‘call’ from the side company executives and so on. Artificial intelligence works on prediction of constructor behaviour and its previous interactions, the role of artificial intelligence in digital marketing is very crucial (Chatterjee et al. 2019).  This subject of research is important as artificial intelligence plays a major role in our everyday lives as we rely majorly upon Technology. This research focuses on use of technology and artificial intelligence, digital marketing is learnt with the help of it.  as the use of artificial intelligence recommendations and suggestions have become increasingly sophisticated and popular amongst people over the past few years, as the technology is becoming more powerful search use of AI has started to become more accurate in everyday life. Nearly, 93% of the brands utilise various forms of marketing personalization, most of the corporation focuses on personalized content in order to maintain their client history and their subscription with them.  As artificial intelligence is more prominent these days it has made it easier for the customers to connect to the ‘bot’ executives and solve their queries easily (Mandel et al. 2019). In this relation, it is worth mentioning that the desired conversation it started among the organisation and customer, care come the most important step to make the necessary actions which is needed to satisfy customers and keep them interacting and engaged with organisation with the help of email or commenting on social media handles or by sharing purchasing their products and availing their services (Chatterjee et al. 2020). Depending on the keyword database and identifying the keywords written by the customers the artificially intelligent chatbots provide responses as well as carries on interaction with the customers.

Another amazing feature that have introduced with the implementation of artificial intelligence by businesses to amplify the quality of their services to their customers, is the feature of “Voice Activated Assistance”. Businesses are now incorporating artificial intelligence to create greater level of convenience for their customers. They know that their customers are always occupied with multiple engagements. This can make them unable to type, the products that they are willing to search. Hence, they have used artificial intelligence to provide their customers with the facility of searching products or se3rvices of their choice simply by speaking (Chatterjee Ghosh and Chaudhuri 2020). Voice Activated Assistance provide customers the fastest as well as most efficient search experience, even when both of their hands are engaged in doing other works at homes or offices. In fact, the online shopping platform, entertainment platforms like Facebook, Google, Instagram, YouTube, Twitter, Amazon, eBay all are introducing the artificial intelligence and providing the convenient search options like voice search to get leads and requirements as per their watch list or recent status.  This is the best possible experience that person can get on such platforms (Chatterjee et al. 2020).

In this context, it can be mentioned that the components of CRM associated with the marketing and sales is- “Sales force automation” For instance, Romanenko and Kravets (2013), has demonstrated the effectiveness of using artificial intelligence in the domain of Customer relationship management taking into account Curry’s Pyramid. In this context, it can be mentioned that, Curry’s Pyramid, is considered as one of the most effective tool that facilitate companies to develop strategies to manage the existing as well as loyal customers (Paju 2020)

According to Curry’s pyramid 80% of the revenue comes from 20% of the customers. Considering this artificial intelligence is being used by the business by attracting those from the segments of the customers who are comfortable with several social media as well as capable of carrying on transactions, searches, shopping, using digital platform. This evidence the fact that, AI, which is a subset of man-made reasoning, has empowered their high-end clients to look for comparable pictures in the Google web index. With the high level visual hunt capacities that could snatch the detail of a thing, for example, size, shape, and shade; it gets simpler to raise the pertinent list items on to the board. Thus the quality of the services to the customers are amplified and most of the millennial customers as well as customers from the internet-dependent generation re targeted (Rivas 2018).

However, there are other components of Customer Relationship Management, the effectiveness of which are also multiplied with the introduction of artificial intelligence. For instance, in case of the sales force automation, artificial intelligence has helped in the establishment of a large margin, especially for the attracting one of the most fundamental segments of the customers and enhancing the relationship with customers, to pave the way for a more improved customer relationship management. In this relation, it can be stated that, the other significant component of the customer relationship management is the analysis of the behaviour of the customers. AI is Utilized by all business organizations to analyze the behaviour of their existing as well as potential customers and provide them with customized services (Chatterjee et al. 2020).

For instance, remote analysis of the purchasing behaviour of the customers has become possible with the introduction of AI. More specifically, the AI induced monitoring devices enables the managers of retail giants like Walmart, ALDI to analyse the purchasing behaviour of their customers, staying at a remote place. This in turn assist the managers, strategists trace out what are what the different segment customers considered the most troublesome at the time of shopping with them, and what could be done to make the shopping experience more convenient, what is the distinct buying behaviour of the specific segments of the customers, what is the true impacts of any offer or discount of the specific target group and so on. However, another effective usage of AI has recently been observed, which is ‘virtual simulation. AI helps the manager to use powerful camera and conduct virtual simulation. Virtual simulation further helps the manager know, what is the exact time, that is spent by any customer to find out the exact products from the shelves, and how or in what order products should be arranged within the shelves to minimize the efforts as well as time spent by customers to find them. Further the effectiveness of the store design and the requirements of improvements can also be traced out with the AI-induced virtual simulation (Rivas 2018).

2.5 Research Gap

With the great ability of collecting data analysing it and applying it to the available system, artificial intelligence is transforming various digital strategies that are used by marketers in order to make their business grow more.  as digital marketing along with Artificial Intelligence and deep learning continues to advance the ability to use digital marketing and improving its strategies can be valuable for customer insight and companies.  Digital marketing is indispensable in future digital products; so is artificial intelligence.  In some previous years’ marketers were hesitant and scared to apply their knowledge of Artificial Intelligence and deep learning into the world of marketing.  but such fear has proved wrong with the help of digital marketing and use of artificial intelligence in order to get a meta score.  for instance, YouTube, Google, Facebook, Instagram, Twitter and Amazon uses artificial intelligence to show relevant post insights products services to their customers who can be their potential was next customers who kept purchase at review that product this can also increase the likeness of the shopper and the interest into the shop 1 by making their initial or the first purchase with the help of such Technology and such purchases can the repeated habit of customer. Customer relationship management (CRM)of artificial intelligence is easy as it not only establishes a consumer centric approach to business and maximizing the collection of information of the customer but also filtering the valid information and the non-valid voice. With the help of such Technology big data are combined and Maximization of user’s information from various platforms and websites can be gained along with the accurate data for the target customers and also helps companies to identify needs of the targeted users so that company can determine and plan the most required and appropriate strategies which is beneficial. Application of AI in Digital Marketing of Business

2.6 Chapter Summary

As technology is updating and renewing, it is important for one to keep up with the latest market Trends and utilise in every day function.  advertisement for promotion suggestions and various other emails offers are released by millions of companies and cooperation in order to market their products and services to get availed by potential customers.  As the power of marketing has increased and made small businesses into multi billionaire companies, it is very correct intelligence to say that marketing is the core of the businesses and companies. Artificial intelligence has become important and part and parcel of everyone’s life in today’s era, it is important to study the basics and working of artificial intelligence rules over daily working of human beings.  Studying the usage of Artificial Intelligence and its impact over digital marketing is very fascinating and has the largest scope in practical, it is also important to learn its basics and major shifts which have been taken in upcoming years

Chapter 3: Methodology

3.1 Introduction

The methodology of research is regarded as the theoretical and systematic discussion process that aims at collecting primary and secondary information. This chapter plays the crucial role in aiding the researcher in choosing the proper techniques and ideas that are responsible for collecting all the reliable and authentic information. The research methodology is also known for utilizing all the important methodological designs and techniques that are useful for evaluating the research topic as a whole. Therefore, it is essential to choose the perfect and reliable tools for methodology and executing the research properly and take all the necessary steps required for the development of the research. Additionally, it is required to employ important and relevant methodologies of research because that is very much required for the identification of the complex ideas in the study.

3.2 Research methods

This section shows all the important and relevant tools that can be used for the development of the study. With the usage of the following table, the research has been conducted in a systematic and proper way.

Table 3.1: Research Methods

(Source: Created by the researcher)

3.3 Research onion

Research opinion is considered a useful technique for conducting different types of researches (Saunders et al. 2009). It is the indispensable tool for detailing every stage of the research. In addition, it is also responsible for helping the researcher in creating the strategy properly and effectively. The external view of the research onion shows that all of the layers of the onion are useful for describing the important stages of the entire process of the research and gives a continuous and suitable method for developing the framework of the research. It is also useful for developing different applications of the study and using the m in different contexts. One of the salient features of research opinion is that it helps in building different layers and delineating the designs and methodologies properly. The distinctive feature of research onion is that it plays crucial role in creating the phases of the research and explains all of the steps properly.

3.4 Research philosophy

The philosophy used in a research is all about the required process of gathering, evaluating and employing all the important data. It uses effective nature, improvement and nature of the essential ideas and knowledge that are very beneficial and that can aid in the execution process of the research. It is also useful for developing important beliefs and ideas that are useful for analyzing the essential elements of the study. It assures an effective process of identification and developing the information that is responsible for taking into account all the current and realistic data and evaluating the findings properly (Da Veiga, 2016). This can help the researcher in getting considerable insight on the topic and developing a profound conclusion. The important research philosophies include realism, post positivism and interpretivism.

Justification of chosen research philosophy

For doing this specific research, the researcher has selected post positivism philosophy. This philosophy has proved to be useful for the researcher as it has helped the researcher in analyzing the real life information and facts properly (Kennedy, 2017). It follows an effective way for investigating and interpreting all the data that have been garnered. The philosophy of the research depends totally on the observations that are quantifiable and that can help in implementing the statistical data regarding the topic. Post-positivism uses important evidence and knowledge that emanated from the knowledge of humans.

3.5 Research approach

In general, two types of approaches help in doing research studies properly (Žukauskaset al. 2018). These are inductive and deductive approaches. Inductive approaches are famous for helping the researcher in accomplishing the research project properly and effectively. On the contrary, a deductive approach is useful for the proper and effective evaluation of the research topic properly (Winit‐Watjana, 2016). Therefore, it can be stated that the conception of approaches is useful for the researchers in selecting the deductive approach for this specific research study.

Justification of the selected approach of the study

For this research, the researcher has chosen a deductive approach because it is connected with the improvement of effective knowledge and ideas that can be used for using hypothetical data and processes. It is also responsible for regarding all the important theories The researcher has chosen this approach on account of another reason. This uses an effective pattern that can be useful for examining the observations of the researcher and comparing them with the collected data. Another important reason behind the choice of the approach is that it depends on effective conclusion and it increases the accuracy of the research.

On the contrary, the researcher has totally disregarded the inductive approach as it is linked with the improvement of the approach that is time consuming and that does not give resources required for conducting the study properly and effectively. Moreover, this study follows a method that requires a novel process of identifying the study outcomes of the research and it is not possible for the researcher to create that method.

3.6 Research design

Research design indicates an overall strategy of the research that is considered by the researcher in the present study. It is useful for synchronising all the components using a logical and congruous way (Moon et al. 2019). There are different types of research designs namely explanatory, descriptive and exploratory designs.

Exploratory design

This design is used for serving the purpose of aiding the researcher in facing all the issues associated with the research and that can be useful for the present study.

Explanatory design

This design is useful for assuring the researcher that it is possible to identify all the requirements of the research and important elements of the solution of the research and its specific problems (O’Gorman and MacIntosh, 2016). This is useful for helping the researcher in developing a profound and effective conclusion.

Descriptive design

This design is very much useful for identifying all the important components that help in displaying l the people who has taken part in the researcher and who can conduct the research in a proper and effective way (Al-Ababneh, 2020).

Justification of the selected design of the research

In this research, the design that has been taken into account by the researcher is descriptive design. It uses the variables that are independent as well as dependant (Jensen, 2018). They are also responsible for controlling the variables that can e found in the study. Additionally, with the effective usage of the design n it has become possible for the researcher to collect all the information that are useful for collecting useful statistical information in respect of the effect of artificial intelligence on digital marketing and the experience of the customers. The most useful factors that are related to the design n is that it helps the researcher in applying quantitative as well as qualitative information that are useful for enabling the researcher in getting all the essentials and rich elements of the research and understand all the realistic information properly (Paul, 2017).

On the other hand, the researcher has totally disregarded the exploratory design process as it depends only on the research background. It is not useful for specifying all the factors that have been used in the study (Alase, 2017). The researcher has not selected the explanatory design too because it is not responsible for providing adequate information that are connected with the topic of the research and this design gives very limited information related to the topic. In this specific design, there is scarcity of uncontrollable factors that can be beneficial for him in getting extra information regarding the topic of the study (Tuffour, 2017).

3.7 Research method

In this specific research study, the researcher has selected mixed method of research study. This method helps the researcher in many ways (Malaterre et al. 2020). Research method is useful for aiding the researcher in doing the research in different ways (Grigoreva and Nurutdinova, 2016). These methods are useful for evaluating different issues properly and effectively. Additionally, the reasons behind the usage of research methods are that it involves usage of both qualitative and quantitative processes, which depend on the collection of important statistical and numerical information. It is useful for identifying all the issues associated with the study (Stolz and Ozoliņš, 2018).

A qualitative method is employed for analyzing all the useful data that have been collected that represent different perspectives of the customers that use the artificial intelligence technologies on a daily basis (Buonomo and Petrovich, 2018). For collecting useful and important quantitative information, survey questions have been developed and for collecting quantitative information interview of the managers of a reputed organization have been conducted for getting all the valid information related to the study.

3.8 Research strategy

3.8.1 Survey

Survey is the effective strategy that a researcher can make the most for collecting considerable data related to the study. Many researchers regard this specific strategy and make effective use of it because the cost effectiveness of the researcher is the one thing that attracts most of the researchers. In addition, it has the ability to garner substantial information regarding the research topic and from proper and reliable sources (Sheikh and Sultana, 2016). This study is useful for helping the researcher in gathering all the realistic data related to the implication of artificial intelligence on the digital marker and the experience of the customers. This is very much useful for evaluating the study of the research properly and getting the desired conclusion. In this research close-ended questionnaires have been formed for collecting the information in a systematic and effective way. Likert scale has been used for showing all the responses of the respondents effectively.  Graphs and charts have been used for showing all the data. For the survey, total number of customers selected is 41.

3.8.2 Interview

Interview is generally conducted for collecting all the qualitative information from three managers of a reputed organization. During the time of conducting the interview, open-ended and structured question have been formed for helping the researcher in collecting all the required and pertinent data regarding the broader usage of artificial intelligence. It has also helped fin analyzing the progress that has been made by artificial intelligence over time. For conducting the interview properly, the researcher has chosen 4 managers from a renowned organization but one of them could not attend the interview. Therefore, the total number of interviewee has now become 3.

Justification of chosen strategy of the research

For this specific research the researcher has selected surveys as well as interviews as they are suitable strategies of the research that can be beneficial for aiding the researcher collecting the relevant and important information related to customers who use artificial intelligence powered phones and the managers from a reputed firm. These two strategies have helped a lot getting and exploring different perspectives of important ideas and situations that are connected with the study.

3.9 Data sources

In this specific research the researcher has selected both primary and secondary method of collecting important data. This method has helped the researcher in dissecting accurate information related to the topic of the research. Survey has been used for collecting the primary information and interview has been used for gathering the secondary information. Survey has been conducted don the users of smart phones and interview has been employed for collecting all the relevant information related to the artificial intelligence development and its demands from the managers of a reputed organization. On the contrary, secondary data have been collected from different sources like important journals, books and websites.

3.10 Sampling technique

In order to conduct this specific research, the researcher has selected random sampling process. It is possible to assemble the collected data effectively and use the correct result. IT takes into account the total population. In general, two methods of sampling are used for conducting the research. These are probability and non-probability sampling processes (Clarke and Braun, 2018). Probability sampling indicates the process where equal chance is provided to the respondents for selecting from the entire population. On the other hand, non-probability sampling refers to the process that does not provide equal chances to all the respondents. This present research gives the chance to the researcher to conduct both interview and survey of the managers of an organization and the customers respectively.

3.11 Ethical issues

While conducting the research the researcher has maintained important ethical codes. The collected ideas and knowledge of this research have not been used for serving any kind of commercial purposes. During the time of conducting the research, privacy and security of the participants have been maintained and the confidentiality of the organizational information has been kept. The anonymity of the customers and the managers have been maintained at the time of doing the research. The researcher has taken the permission from the authority before conducting the interview of the managers. The researcher has always kept in mind the security and the protection of the data and has complied with the data protection act of 1998.

3.12 Timetable chart

Table 3.2: Timetable chart

(Source: Created by the researcher)

3.13 Research limitations

Some of the drawbacks of the research include problem in collecting reliable information related to the central theme of the study. In the course of the research, the researcher had a shortfall of budget. There is also inadequate time for gathering huge amount of information related to the research topic. Additionally, there has been shortage of relevant theories that could have been used for analysing the research properly. Not all the secondary sources that have been used are sufficient to get the insight of the study.

3.14 Summary

In this research all the methods that have been used in the research have been discussed. Suitable philosophy has been selected. It has helped the researcher in determining the approach of the research. Proper approach has been selected that has been useful for the researcher in developing the ideas for conducting the research. Moreover, different strategies have been analysed for choosing the strategy that befits the research. Research methods have been described in this chapter for understanding the importance of collecting relevant data in this specific research. All the important data collection methods have been considered and proper ones have been chosen. The limitations associated with the research have been discussed. With the usage of all these methodological tools, it has been possible for the researcher in reaching to a conclusion and the constraints of time and budget. The researcher has explained the importance of maintaining the safety and security of data. He has kept the privacy of the people who have taken part in this research. Throughout the research, he has conformed to the data collection act.

Chapter 4: Data Collection

4.1: Primary Data Collection

4.1.1 Quantitative Data: Survey

Q1: Your gender

Table 4.1: Question 1

Figure 4.1: Question 1

Q2: Income group you belong to

Table 4.2: Question 2

Figure 4.2: Question 2

Q3: Your age group

Table 4.1: Question 1

Figure 4.3: Question 3

Q4: Have you heard of artificial intelligence?

Table 4.4: Question 4

Figure 4.4: Question 4

Q5: How far do you believe that artificial intelligence affects consumer behaviour?

Table 4.5: Question 5

Figure 4.5: Question 5

Q6: How far do you believe that artificial intelligence influences digital marketing?

Table 4.6: Question 6

Figure 4.6: Question 6

Q7: Do you agree that companies need to introduce more artificial intelligence for changing the mode of digital marketing and consumer experience?

Table 4.7: Question 7

Figure 4.7: Question 7

Q8: How far do you think artificial intelligence impacts smooth marketing?

Table 4.8: Question 8

Figure 4.8: Question 8

Q9: What are the areas Artificial intelligence can have problems?

Table 4.9: Question 9

Figure 4.9: Question 9

Q10: How much digital marketing is helping in increasing the customer base in terms of AI innovation?

Table 4.10: Question 10

Figure 4.10: Question 10

Q11: How far do you believe that artificial intelligence will be best for the future?

Table 4.11: Question 11

Figure 4.11: Question 11

Q12: How far do you agree with the fact that innovation in AI technology is changing consumer behaviour?

Table 4.12: Question 12

Figure 4.12: Question 12

4.1.2 Qualitative Data: Interview

Q1:  Do you think that marketing costs have greatly reduced after the use of Artificial intelligence in business?

 Table 4.13: Interview Question 1

Q2: Do you think that with the inculcation of artificial intelligence in industry, customer loyalty has increased tremendously?

  Table 4.14: Interview Question 2

4.2 Secondary Data Collection

4.2.1 Qualitative Data: Thematic Analysis

Theme 1: The level of customer satisfaction improved greatly with the inculcation of Artificial intelligence in business.

Improve reviews survey- Consumer surveys have become a long-standing reliance on contact centres to assess CSAT principles and maximise customer service. Feedback surveys offer a unique variety of obstacles though they are useful. Bob Hayes, a computer scientist and chairman of consultant Company Over Broadway, says “Long surveys are tedious and don’t value the time the consumers invest. “Companies should critically think about the information they receive, why they ask questions and whether they can get it elsewhere.”

AI would better rethink the input collection process. For example, Hayes uses artificial learning and the manipulation of natural languages to capture consumer feedback in an unobtrusive fashion. During the real customer service conversation, the tool uses word choices and other customer-centered indicatives so that the organisation can eliminate the main CSAT questions and concentrate on more meaningless, detailed requests.”To reliably measure attitudes we don’t need rating scales,” Hayes says. “We can use the words of our own customers [in real time] to measure satisfaction.” According to Mogaji et al. (2020), faster access to knowledge is basically input gathering and interpretation is just a part of the puzzle in order to please our clients. Consumer in context study 2017 says almost 40 per cent that accessing “information where and when I need it” is the best trait of outstanding customer service, according to the Chief Marketing Officer Committee. The Customer in context report. In the new mobile age, consumers are using quickly and with minimum effort to obtain information. The simpler it’s for customers, by FAQs or a Q&A community, to discover what they’re looking for on their own, the happier they are.

On the contrary, KLM, for example, uses artificial intelligence to suggest solutions to social media questions its consumers often pose. Let your organisation value their time, while encouraging your agents to inclination to more difficult problems, by using a tool with AI to support some of the most common requests (de et al., 2018)..The customer support department at VenueLytics, for example, works to streamline its processes in contact centres for better customer assistance—an automated customer research, satisfaction and interaction network for casinos, resorts, golf clubs… The Automated Concierge software, a company’s whitening mark, is focused on the learning of the machine, to decide if a guest was previously in town, which facilities he has previously taken advantage of, etc. “Contractors need not search for information across multiple sites to save customers time and effort,” said VenueLytics Chief Technical Officer BaskarManivannan. “The idea is not to substitute human agents for AI but to assist them in building a better consumer experience.”

Analytics and custom Message-Personalization is a basic building block for excellent and differentiated interactions, and is a long way towards raising CSAT ratings as it is embedded into our consumer journeys. Olly Downs, AI marketing company CEO Olly Downs said: “Undertakings in customer obsessed sectors such as banking, gaming, telecom, consumer technology and apps rapidly aim to offer customised, highly-contextual experiences. “The new artificial intelligence technologies finally provide companies with a comprehensive view of every event, transaction and acquisition made by their customers in order to provide each customer with the best possible experience.” As an indication of AI’s major effect, Downs offers telecommunications. Telcos have available “a treasure trove” of data, from mobile customer forms to the use of data and position of data. This customer data will be used with AI to generate more customised marketing communications and chat interactions, and to influence engagement and online exchange with contact centres.

According to Khan and Iqbal (2020) Gartner predicts the continuing leadership of technologies in AI, artificial learning and virtual assistants in the coming years and seeks to optimise the potential of businesses within the field of customer service. “To finally understand and engage each consumer at an individual level, machines (companies) will enhance their experiences in 2018,” says Downs (Zeeshan and Saxena, 2019). The incorporation of AI into consumer travel is an outstanding tactic to improve CSAT prices — and it is not anything fake. AI B2B and Consumer satisfaction with the use of Predictive Analytics with FedEx and Sprint- For consumer satisfaction, predictive empirical analysis may be used. FedEx and Sprint use this data to classify consumers who are permitted to leave them to rivals and state they can do so with accuracy of 60-90%. Apart from quitting for rivals, vendors will classify consumers more likely to cancel their supply in advance – 10 times higher. The analytical data indicates the factors which lead to a dispersal of some groups. This helps businesses to optimise their messages and campaigns to these clients and to discourage them from leaving.

Theme 2: Marketing practices and costs by businesses reduced in terms of costs to a great extent after the use of Artificial Intelligence schemes in the marketing of businesses.

First of all, the non-rival emerging innovations often give cumulative advantages to those who are first put in a given market (segment). After the introduction of fixed costs in terms of modern digital services, a growth demand will (almost) be served at null marginal costs, where size savings are considerably higher than in previous technological waves focused on mechanical task automation According to Zaki (2019) this leads to mega star companies in which few companies dominate and hold a privileged, highly lucrative role, which can alleviate market pressures by building barriers to access. Second-hand movers also face uphill business challenges or must concentrate on narrower niches with less lucrative odds, which cause wide gaps between people and between businesses.

People claim that recent technological transition has converted a growing array of sectors of the economy to the “superstars” market, in which the demand of a vast number of customers is concentrated by a limited number of entrepreneurs or professionals. Examples include high-tech, sports, the music, management, banking, and so on. Most notably, these supranational dynamics are not exclusive to digital products and services businesses, but are gradually being used, impacting a potentially broad group of industries and careers. As a consequence, superstar businesses and workers focus massive incentives across a large variety of operations, broaden the divide with the rest of the market and reduce labour wages.

The fact that AI-based programmes allow for much greater discrimination within the multiple consumer community is a second cause of improvement. Indeed, market segmentation and differential pricing have been performed for some time and are nothing new. Artificial intelligence however enables businesses to even more accurately forecast individual customer actions and price sensitivity (Delamater, 2018). Based on previous customer and search trends such as online retail sites or as illustrated by credit card purchases, vendors will mainly charge individual rates, or offer customised variations of price-service efficiency, which would permit a substantial increase in consumption surpluses compared with previous ones. So-called price discrimination on a third degree is not yet the focus of active IA study, although certain lessons from past research may be taken. In this method of price discrimination, marketers sell (groups of) customers at different prices the same product or service category on the basis of consumers’ relative ability to pay for the goods. According to Qin and Jiang (2019), A common example is globally commercialised products, such as pharmaceuticals, that are priced differently according to the market characteristics of a region, depending on regulatory and fiscal differences. One result is that welfare rises only when, in a scenario where all buyers pay the same price for total production generated by serving different market segments at different levels. The situation turns out to be reasonably common, but it also involves moving (part of) market rent towards manufacturers, thereby aggravating any previous tendency to higher inequalities.

It is not a minor thing to make sure your company can manage the AI solutions that you want to perform in your everyday tasks and technical tools. Before beginning an artificial intelligence venture to enforce your own Plan, conditions such as adequate room and the optimum Internet speed must be met (Indriasariet al., 2019). AI’s expertise is an important advantage for the company’s staff to make it part of their normal business routine. As Dominic Wellington explains Moogsoft’s Global IT Evangelist, since most workers respond adversely to how technology will affect their job, the only way to implement it is to improve their work every day.  On the other hand, the data show that women, relative to their males, are more popular in retail organisations like Puma and Nike.

Chapter 5: Analysis and Findings

Nearly 90 customers received the Questionnaire, of which 41 were randomly selected to gain a detailed insight into the subject. Besides the 12 questions to all the customers, 6 managers from use of artificial intelligence have been interviewed on the phone for their views on the subject. The managers are able to perform an interview and have an extensive perspective into the whole topic of the relationship between brand equity, brand loyalty and customer retention for the retail industry. The questionnaire also has choices ranging from “Extremely disagree,” “Disagree” to “Strongly Agree,” “Agree,” “Neutral,” etc. The researchers have ensured that all feasible steps are adhered to the requirements and directives for performing a study.

In comparison, 41 of the 90 consumers surveyed could be elicited in a totally random manner. It could also be said. In addition, the interviews took place in an atmosphere that allowed respondents to share their opinions openly. Of the 12 closing questions 3 to 4 were demographic in nature to obtain thorough knowledge of the participants’ history, while the others were guided to their views on the issue. For the comfort of readers, the collected data have been displayed graphically and tabled. In order to improve and strengthen the quality and authenticity of evidence, the researcher tried to resolve concerns relevant to the goals of study.

The above diagrams and tables give the demographic character of the surveyed customers of various companies. The facts of the males who were 22 in number, females were 17 and others were 2 of the total persons surveyed are given in this particular detail. The statistics given earlier show that the bulk of the surveyed were women (17), comprising approximately 60% of the chosen respondents. The above details were displayed both in a table and in a graphical manner so that readers from all perspectives can easily interpret them. The clients vary from below 20, 20-29, 30-39, 40-49, 50-59 and above 50. They are split into many ages. When sales rise, their numbers often increase at the same time, a strong correlation occurs between the age of the customers and the number of customers. This relationship, which is directly proportional to the two variables, may be attributed to several different reasons, such as the evolution of e-commerce, whereby young people choose to go to a shop and then e-commerce has become unknown among the elders. The target market of artificial intelligence influencing consumer decisions and brand loyalty were people between the age group of 25 to 45.

The table above helps to define consumer choice, of which 27 people preferred customer service and 26 favour pricing. 10 and 7 respondents respectively favoured continuity and efficiency. Five consumers, on the other hand, did not respond. The above data notes that consumers value customer service over any other expense. In the mind of consumers, pricing still seems to have a vital role. It can also be concluded that use of artificial intelligence would prioritise or maintain high quality customer service while at the same time maintaining the costs of goods as affordable as possible to draw more buyers or to extend their client base.The purpose of this query is to identify consumers’ loyalty while the findings show that 43 of the 75 respondents are frequent customers. 20 respondents, on the other hand, appeared to be non-regular clients. The question was not replied by 12 respondents. From the above results, 57% of customers can be counted as frequent customers amongst the total respondents, while almost 27% of them were non-regular customers. In this respect, use of artificial intelligence’s majority of shoppers are faithful to the brand because of their large brand equity and their experience with the brand.

The purpose of the query was to measure the consistency of the customer’s shopping experience at use of artificial intelligence and to decide whether it can be presented as fulfilling. 48 respondents suggested their shopping experience was adequate or positive, while 20 respondents were unsatisfied with the consistency of their experience. Seven respondents were unsure and declined to comment on their experience. It can be deduced from the above data that almost 64% of respondents experienced satisfactory shopping from use of artificial intelligence, while 26% did not have one. The findings indicate specifically that the management of the company seems to be well versed with the needs of the consumers, as most respondents had adequate experience when buying in use of artificial intelligence. However, the company has to take action to ensure the needs of its clients are fulfilled in order to broaden its client base.

This query was asked to determine customers’ possibility of recommending use of artificial intelligence to friends or closed individuals. Nevertheless, 19 respondents said that their friends or families are unlikely to recommend the brand. Six respondents have decided not to comment. The above information suggests that approximately 62 percent of respondents would definitely suggest the brand to friends or families so they have had a good experience in use of artificial intelligence. It also says that most consumers have a favourable opinion of the brand that eventually leads to further purchases, which in turn tends to raise high brand value. This question was asked to decide whether consumers would return to use of artificial intelligence for their shopping, this question was asked. Of the respondents, 16 felt that they were very likely to return to use of artificial intelligence for shopping. However, 7 respondents have said it is unlikely that they will come to the supermarket and their loyalty is elsewhere. 13 participants, on the other hand, declined to respond. From the results of the above-noted data, 71 per cent of respondents indicated that they would eventually return to use of artificial intelligence out of a total of 75 respondents. This indicates that the bulk of all respondents can be seen as faithful to the use of artificial intelligence. Brand loyalty can be viewed as an intrinsic advantage to any company since it means that the same brand buys products and services over and over again.

The purpose of this unique question was to measure the degree of customer satisfaction obtained from customer service. 56 respondents expressed satisfaction with the quality of their operation. In comparison, the consistency of the service was not adequate for 11 participants; eight participants failed to respond. From the findings of the above data it can be estimated that almost 74% of respondents were unable to reach customer service efficiency. This may be referred to as a boost to use of artificial intelligence’s brand or organisation, because intelligence is directly commensurate with brand loyalty, which in turn leads to use of artificial intelligence’s potential revenues. This query aimed at assessing the respondents’ emotional connection to the use of artificial intelligence brand.

With the aid of surveys and interviews, primary data was analysed. The investigator arranged the survey to gain insight into the customer’s common opinion for the use of artificial intelligence brands. A total of 75 people replied to the survey and the results found in the survey must be addressed, so they will allow them to consider why and how the company’s brand equity works and how far behind the company is in gaining the customers’ interest or trust. The data is evaluated both thematically and quantitatively. For the study of the quantifiable data on the other hand, simple methods for the Microsoft Excel algorithm and estimation have been used to compare and to discuss different responses for the qualitative Microsoft Word data.The first question was asked about the understanding of gender prevalent and that the purchasers were primarily women as the total number of women amounted to 60% of the total number of respondents.

When questioned if they are going to repeat shopping in the brand shop it was observed to repeat shopping with the firm with more than 60 percent, and with more than 20 percent, a segment that specifically demonstrates the customer happiness and disappointment ratio. When questioned if they considered the customer service of use of artificial intelligence acceptable, the next question was answered by a vast majority of 74.66% respondents who indicated their level of happiness and satisfaction that is in fact a little less important for the company. However, no 14.66% of ‘no’ respondents are rejected because brand value and loyalty must be strengthened in tandem with customer retention. The emotional bond of the client was also discussed in the next issue and the reply of the people highlighted the way the company succeeded in developing an emotional connection with its clients. In answer to the question if the brand appears trustworthy to you, they reported that it is reliable with a total of 70.66% votes, which is also satisfactory for the company, but it should not ignore the negative answer of 9.33%. Finally, during the last question, interviewees were asked to turn to some other market plurality, but it does not have an enormous amount and the respondents accepted that it was still in a respectable percentage suggesting that a firm would massively lose its consumer category.

The researchers have conducted an interview with five managers from the concerned food company using artificial intelligence. The session was held in total honesty and no personal questions about the same were posed to any of them. Six of the managers received the first question and each of them received various opinions in this regard. Some commented that brand shares had an effect on consumer satisfaction and loyalty, while some thought that customer satisfaction was more based on their experience of using the product and had an impact on brand loyalty. Likewise, if the consumers were challenged about the problems that could disrupt consumer loyalty, each of them gave different views as one underlined the rivals’ agile approach, another indicated the company’s inability to emphasise the customer input. To some point, satisfaction level.

To address the most recent question, the managers proposed different ways in which use of artificial intelligence would boost the company’s brand equity by offering effective steps such as improving the company’s CRM, stressing the feedback process, describing the factors benefiting the rival companies and enforcing the organisation on CIP. Therefore, once the organisation applies the procedures, it will successfully mitigate the difficulties and increase the company’s reputation with customers. To some point, satisfaction level. To address the most recent question, the managers proposed different ways in which use of artificial intelligence would boost the company’s brand equity by offering effective steps such as improving the company’s CRM, stressing the feedback process, describing the factors benefiting the rival companies and enforcing the organisation on CIP. Therefore, once the organisation applies the procedures, it will successfully mitigate the difficulties and increase the company’s reputation with customers.

To complete the project in total, various important variables are illuminated which are directly linked to the usage of artificial intelligence with customer satisfaction, market share and brand loyalty. The researcher is now prepared to complete the project with all the valid aspects of the subject. This is also the specific segment to end effectively. Following an effective review of all the details, statistics and evidence presented, it can be concluded that the Brand’s equity or retaining the brand name and value, CRM-based tools and apps, and brand loyalty in retail hold much to the best marketing strategy in the retail sector and the increasing competition.

Chapter 6: Conclusion

6.1 Conclusion

After the analysis of the overall research work it can be concluded that Artificial intelligence plays a significant role in the lives of people and has a great effect on them. In order to make the consumer interface more vibrant, there is a broader scope of such technologies in the arena and industry and other marketing processes. Currently, all internet websites provide a big position and potential for a superior dedication to improved website user functionality and customer service, which most definitely provides a bit of personalization and a strong touch of good experience. The artificial intelligence method helps to enter proven data and information that can be easily collected from a range of tools and helps advertisers and marketers to contact the right audience from the right division. Users and clients are free to use AI-powered websites and online apps with enabled tips for the benefit of sitting at home without needing to visit for more problems outside. The use of technology to communicate with visitors easily makes AI and its technology versions produce more critical substances accordingly. Naturally, artificial intelligence can send notifications and customised emails to a consumer that is the company’s future customer who has money to purchase unique goods for the company’s services. The research have identified that artificial intelligence is not only important for the comprehension of different facets of learning and business communication, but also for the staff employed in the enterprise to provide good experience and environment in order to give customers and presenters more.

According to the research it has been analysed that artificial intelligence helps in improving the quality of goods and services thereby enhancing productivity. As a form of innovation that can modify the way people think and work, it has a greater influence on the economy. From a corporate point of view, it helps deliver cash flow that helps to nourish the enterprise and make financial decisions. For the good of the workers, as computers may be educated to identify alternatives for clients, they do not have to think about monotonous tasks or manual and hard work. AI would not slash or reduce the workforce of a company. It would substitute workers with algorithms that can execute functions. No jobs are immediately eliminated, but a slow transition that ranges from business to industry takes place. The business will make use of AI to take over dull work and human resources can invest more time on higher-level duties. Many fields of function would be influenced by Artificial Learning than prior forms of automation.

Artificial intelligence operates on the prediction of the activities of builders and their past experiences. The role of artificial intelligence in digital marketing is very significant. It is very favourable to use artificial intelligence to support companies to give them a blend of technologies to consumers as it not only draws new future customers, but also gives the dominant customers of the corporation their strong customer loyalty. Studies also studied that YouTube, Google, Facebook, Instagram, Twitter and Amazon use artificial intelligence to show their customers specific post insights goods resources that can be their potential were next customers who keep purchasing the product at analysis, which can also raise the shopper’s resemblance and curiosity in the store.

The research have identified several applications related to the utilization of artificial intelligence on business operations which includes usage of artificial intelligence chatbots, marketing with the help of Email, digital advertisement by using artificial intelligence, and content marketing for the organizations. Artificial intelligence chatbots mostly help different companies to move beyond conventional companies to make their work successful. Artificial intelligence helps chatbots to reply automatically without any delays which making it easy for businesses to operate without any complications, allowing businesses to face losses. Artificial Intelligence can assist different email marketing to meet their best clients at the right time to ensure that they are relevant to messages about the goods and services and to connect them on their platforms and make them convert with regard to their email and newsletters. With the help of artificial intelligence, digital advertisement is one of the most promising fields that artificial intelligence has embraced in enterprise and marketing. With the aid of artificial Intelligence, it can be shown that marketers discover what kind of content is successful based on the actions of different targeted clients that enable them to use content marketing and digital marketing.

The research have managed to identify the complications of utilizing artificial intelligence in marketing and other business related services which includes difficulty in implementation of artificial intelligence in the business settings, lack of understanding about artificial intelligence and integration issues, interoperability with other systems. Customer reviews in order to test customer satisfaction values and optimise customer experience have become a long-standing dependency on contact centres. Feedback polls, while they are helpful, present a specific set of barriers. In an unobtrusive way, machine intelligence and the manipulation of natural languages can be used to capture user input. The method uses word choices and other user-centered metrics during the actual customer service interaction, so that the company can remove the key CSAT issues and focus on more meaningless, informative queries.

Research has forecast that in the coming years, the ongoing leadership of innovations in AI, artificial intelligence and virtual assistants aims to leverage the capacity of organisations in the area of customer service. Following the adoption of fixed costs in terms of new digital networks, demand for growth would be met at zero marginal costs, where size savings are substantially greater than in past mechanical task automation technology waves. Second-hand movers often face uphill market obstacles or need to focus on smaller niches with less profitable chances, creating large differences between individuals and companies. A second source of change is the fact that AI-based services make for even greater discrimination within the multiple user culture. Indeed, for some time, market segmentation and differential pricing have been carried out, and they are nothing new. A second source of improvement is the fact that AI-based services make for even greater discrimination within the multiple user culture. Indeed, for some time, market segmentation and differential pricing have been carried out, and they are nothing new. However, artificial intelligence helps organisations to predict individual consumer behaviour and price sensitivity even more precisely.

The researchers conducted an interview using artificial intelligence with five managers from the food business in question. The session was conducted with complete honesty and neither of them was asked personal questions about the same matter. The first issue was received by six of the managers and each of them received separate opinions in this respect. Some said that brand shares had an effect on consumer happiness and loyalty, while some believed that customer satisfaction was more dependent on their product user experience and had an effect on brand loyalty. The managers suggested numerous ways in which the use of artificial intelligence would improve the brand value of the firm by providing successful interventions such as enhancing the CRM of the company, emphasising the input process, describing the reasons that favour rival firms and implementing the CIP organisation. Therefore, if the corporation performs the protocols, the problems will be effectively mitigated and the prestige of the business of clients will be improved. Therefore, if the corporation performs the protocols, the problems will be effectively mitigated and the prestige of the business of clients will be improved.

6.2 Recommendations

The lists of recommendations that are associated to the utilization of artificial intelligence on digital marketing are as follows:

1. Artificial intelligence helps in improving personalization of the businesses: A changing behaviour can be noticed on the customers related to their interaction with the marketing messages. It can be seen that the traditional method of marketing such as direct mail and media advertisement are not being used by the customers rather there are interested with the application of digital marketing. The personal marketing messages are attracting the customers to start interacting with the business organizations on their own. Artificial intelligence helps the marketers to personalize the methods of communication personally rather than targeting a large group. This technology operates by projecting the behaviour of consumers based on intelligence learned from past experiences with the company. This ensures that advertisers will send content and marketing messages at the best possible moment to boost conversions, which are more likely to turn the lead into a deal. When you log into a platform like Amazon or Netflix, most individuals will already be acquainted with the personalised reviews that are given. Over the years, these recommendation engines have become more sophisticated and can be remarkably reliable, especially for users who have had an account for many years, so that a lot of data can be gathered by the service.
2. Provides opportunities for dynamic pricing: For accelerating the sales it is necessary to provide discounts for the customers. Artificial intelligence is utilized for setting the prices of the products in a dynamic manner based on the availability, demand, customer profiles, and several other factors for maximizing the profits and sales growth.
3. Development of customer service chatbots: A common and easy way for consumers to reach businesses has been the usage of Facebook Messenger, WhatsApp, and other chat applications, but it can be costly to ensure the accounts are continuously staffed with customer support agents. It can be seen that some companies are also using chatbots to cope with typical customer requests to offer immediate feedback at any time of the day or night to minimise job workload and provide a quicker response to customers. If the query is too complicated, chatbots can be configured to provide fixed responses to commonly asked questions and to steer the conversation to a human agent. This means reducing the time for customer service and lifting the workload, making agents able to deal with conversations that need a more intimate approach.
4. Utilization of search engine optimization: From tiny database product searches on e-commerce platforms to search engines such as Google, which are used by thousands of users on a daily basis, search algorithms are improving all the time in every aspect. Integrating AI into search will pick up errors and recommend solutions and could be impaired by your previous behaviour in searching or shopping. As we step rapidly into a voice-operated digital environment, advertisers may now use artificial intelligence to refine their content for voice search, helping to increase search engine optimization and site traffic. In order to read dynamic speech patterns and understand context from spoken search requests, which are very different from conventional typed searches, artificial intelligence is required.
5. Optimization of PPC ad: The conventional approach to refining marketing messages and show advertising is A/B checking, but it is a painstaking method to carry out an unlimited range of variables, and therefore takes a lot of time and money. With AI algorithms, depending on conversions and experiences, you can constantly and instantly refine your ads. On social networks, such as Instagram, AI ad optimization is still in operation. Algorithms evaluate the profiles that are followed by a single user and will display the commercials most likely to be important to this user. When fewer commercials are shown to users who are not interested in them, this gives the customer a positive experience and a better ROI for the advertiser.

6.3 Future Scope of the Study

A company’s future relies on various dynamic and correlated variables and powers that are often impossible to calculate. The big challenge for advertisers is how to forecast the exact future of an organisation or a commodity that uses diverse input sets. There are, however, several machine learning processes that enable marketers to collate conventional metrics with inbound communication in order to interpret answers to complicated strategic questions. With the advent of AI Marketing, there are concerns regarding whether or not there is a prospect available for debate, as data offers explanations. The future scope of this research work is going to be the identification of several mitigating factors that can be used for implementing artificial intelligence in the digital marketing of any business organization. The recent success of AI in marketing is symbolic that it will be implemented by a number of businesses soon. It is important to understand the long-term effects of vast adoption, as an AI-powered industry requires radical improvements to the skill sets needed to succeed, the way advertisers and brands function, and customer preferences.

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Appendices

Appendix 1: Usage of AI in various forms