AI is changing the contours of customer engagement

Ahmedabad: Chatbots used by big brands are not the only ones powered by artificial intelligence (AI). From choosing content on OTT platforms to designing demographic-specific campaigns, technology is everywhere. A recent book by a MICA professor and global experts chronicled the journey of AI in global consumer service and its impact on the industry. Professor Varsha Jain, AGK Professor of Marketing at MICA, co-edited “Artificial Intelligence in Customer Service: The Next Frontier for Personalized Engagement” with Jagdish Sheth of Emory University in the United States, Emmanuel Mogaji from the University of Greenwich in the UK and Anupama Ambika from MICA. “Like any new technology, AI was also initially seen as a challenge to existing systems. order but it is now an essential part of customer service. We spoke with global experts on the topic and also collected several case studies to drive home the point that AI is now being used creatively by businesses and brands across the world for activities ranging from first responder roles to queries to tracking customer engagement and experience. “said Professor Jain. She cited examples such as large OTT platforms creating AI-driven consumer segments based on their profiling of surveillance patterns, tech companies using autofill systems predictive and understanding user behavior through search history and keywords, and even using AI to design personalized marketing campaigns by a major American motorcycle brand.
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