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Interweaving Narratives: The Role of AI in Enhancing Consumer Engagement Through Storytelling
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Author(s): Pooja Dogra (Chitkara University, India)and Ajay Kumar Dogra (Panjab University, India)
Copyright: 2025
Pages: 26
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch013
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Abstract
Modern times are marked by rapid advancements and developments, particularly in the field of technology. The current study aims to delve into checking the interplay among artificial intelligence, consumer engagement, and storytelling, and combined changes which these three can bring in the marketing field. The study uses secondary data collection for review of literature, so that existing information may be synthesized to provide a new perspective on this topic. Several cases related to AI intervention in storytelling for consumer engagement have been discussed. This study reached a conclusion that artificial intelligence plays a pivotal role in defining the consumer engagement with help of storytelling. It can transform consumer behaviour, can bring about favourable change in brand equity, which may ultimately lead to the generation of brand loyalty. AI creates some complex issues to handle in marketing. These issues are related to transparency, ethical concerns, personalization beyond limits, and cultural issues, and an in-depth navigation of these issues is required.
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