Navigating the AI- frontier: exploring the impact of AI on marketing, customer experience, and brand relationships, while addressing AI threats
Abstract/Description
The paper presents an in-depth analysis of how businesses, when incorporate AI into their marketing efforts, impact the customer experiences as well as the customer-brand relationships over time. Moreover, the impact of AI threats like data leaks and algorithm biases on the later variables is also gauged as well. A quantitative approach has been taken, involving data collection through questionnaires being floated and filled by a wide range of audiences. This included students and employees who had a familiarity with AI marketing and have had an interaction with it at some point in their life. After ensuring validity of the data collected, SPSS was used to test the proposed hypothesis. The results revealed that AI marketing dimensions (marketing strategy, marketing orientation, marketing capabilities, customer value co-creation) had no significant impact on customer-brand relationship. Moreover, AI threats do not moderate the relationship between AI marketing dimensions and customer experience except for the dimension of customer value co-creation such that the extent of AI threats determine the relationship. Lastly, customer experience significantly mediated the relationship between AI marketing dimensions and customer-brand relationship. This study lays groundwork for future research, followed by a discussion of practical implications and limitations entailing this research domain.
Keywords
AI marketing, Customer Experience, Customer-Brand relationship, AI threats, Customer value co-creation, marketing strategy, marketing orientation, marketing capabilities
Track
Marketing
Session Number/Theme
1C: Marketing
Session Chair
Prof. Dr. Muqqadas Rehman ; Dr. Amber Gul Rashid
Start Date/Time
30-5-2024 1:50 PM
End Date/Time
30-5-2024 3:20 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Imran, U., Hassam, M., Malik, A., Khan, A., Cheema, D., & Khan, S. (2024). Navigating the AI- frontier: exploring the impact of AI on marketing, customer experience, and brand relationships, while addressing AI threats. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2024/program/13
COinS
Navigating the AI- frontier: exploring the impact of AI on marketing, customer experience, and brand relationships, while addressing AI threats
MCS-5, AMAN-CED Building
The paper presents an in-depth analysis of how businesses, when incorporate AI into their marketing efforts, impact the customer experiences as well as the customer-brand relationships over time. Moreover, the impact of AI threats like data leaks and algorithm biases on the later variables is also gauged as well. A quantitative approach has been taken, involving data collection through questionnaires being floated and filled by a wide range of audiences. This included students and employees who had a familiarity with AI marketing and have had an interaction with it at some point in their life. After ensuring validity of the data collected, SPSS was used to test the proposed hypothesis. The results revealed that AI marketing dimensions (marketing strategy, marketing orientation, marketing capabilities, customer value co-creation) had no significant impact on customer-brand relationship. Moreover, AI threats do not moderate the relationship between AI marketing dimensions and customer experience except for the dimension of customer value co-creation such that the extent of AI threats determine the relationship. Lastly, customer experience significantly mediated the relationship between AI marketing dimensions and customer-brand relationship. This study lays groundwork for future research, followed by a discussion of practical implications and limitations entailing this research domain.
