Integrating AI and Machine Learning in Omnichannel Marketing for Superior Customer Experience

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Author(s): Bhushan Bharat Shaharkar (Department of Information Technology, Walchand Institute of Technology, Solapur, India), Vipul Hiralal Kondekar (Department of Electronics and Telecommunication Engineering, Walchand Institute of Technology, Solapur, India), Nazeer Shaik (Department of Computer Science and Engineering, Srinivasa Ramanujan Institute of Technology, Anantapur, India), S. Kiruba (Department of Physics, St. Joseph's College of Engineering, Chennai, India)and B. S. Hari (Department of Mechanical Engineering, Kongu Engineering College, Erode, India)
Copyright: 2025
Pages: 32
Source title: Digital Transformation Initiatives for Agile Marketing
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-4466-8.ch005

Keywords: Business Science Reference / Digital Communications / Marketing and Consumer Behavior / Media & Communications

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Abstract

AI and ML have been transformers in the revolution of omnichannel marketing with the view of ensuring customer experiences. As companies try to provide frictionless and personalized experiences for customers at every touchpoint, AI and ML have grown to be significant tools in analyzing vast data on customers for behavior prediction and automating personalized communication. This chapter elaborates on how AI-powered analytics help marketers create connected and contextually relevant experiences across touchpoints, ensuring that customers have coherent messages and support. It looks at some of the challenges and opportunities related to implementing AI-driven strategies, such as data privacy concerns and ethical considerations. Driving superiority in customer satisfaction and loyalty, this chapter will discuss-case studies and practical examples-how the top brands are driving superior omnichannel experiences with AI and ML.

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Integrating AI and Machine Learning in Omnichannel Marketing for Superior Customer Experience

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