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Leveraging ChatGPT and Digital Marketing for Enhanced Customer Engagement in the Hotel Industry
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Author(s): Ruth Sabina Francis (Taylor's University, Malaysia), Sumitha Anantharajah (Taylor's University, Malaysia), Sarthak Sengupta (Indian Institute of Management, Lucknow, India)and Amrik Singh (Lovely Professional University, India)
Copyright: 2024
Pages: 14
Source title:
Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Abdul Hafaz Ngah (Faculty of Business Economics and Social DevelopmentUniversiti Malaysia Terenganu, Malaysia), Aziza Chakir (FSJES AC, Hassan II University, Casablanca, Morocco)and Nishita Pruthi (Maharshi Dayanand University, India)
DOI: 10.4018/979-8-3693-0815-8.ch004
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Abstract
Artificial intelligence-based chat generative pre-trained transformer (ChatGPT), and provides numerous ideas for future research in consumer studies and marketing in the context of ChatGPT. It is a revolutionary technology that uses advanced artificial intelligence techniques to generate natural language responses to a given prompt or input. It has been used across various fields, from natural language processing to customer service to content creation. Since its launch in late 2022, ChatGPT has generated significant debate surrounding its hallmarks, benefits, and potential pitfalls. ChatGPT can offer enhanced consumer engagement, improved customer service, personalization and shopping, social interaction and communication practice, and cost-effectiveness. The proposed chapter aims to explore howChatGPT can be used to optimize digital marketing campaigns and overall improved business strategies and customer engagement.
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