ABSTRACT

The big data revolution has profoundly changed marketing, from decision-making to the innovation of products, services and business models. Its latest development – artificial intelligence – has already shown that it can transform our understanding of markets and consumers and how marketing can manage the customer experience. Major areas of artificial intelligence, from image and voice recognition to recommendations, enable greater personalization, new human–computer interactions via touchpoints such as chatbots and smart assistants, and the design of an intelligent servicecape that can positively impact customers’ experience and loyalty.