Exploring The Effects of Conversational Marketing and Artificial Intelligence on Customer Engagement - A Comprehensive Literature Review."

Abstract

This comprehensive literature review delves into the multifaceted realm of customer engagement through the lens of Conversational Marketing and Artificial Intelligence (AI). In an era characterized by digital transformation, businesses are increasingly reliant on innovative strategies to engage customers effectively. The study aims to provide an in-depth exploration of the existing body of research about Conversational Marketing and AI, with a focus on their combined impact on customer engagement. The literature review begins by examining the current state of research in Conversational Marketing and AI, identifying key findings and emerging trends. It then extends its focus to the practical implications of these technologies, delving into their application in enhancing customer engagement. The unique challenges and opportunities posed by Conversational Marketing and AI are analysed, paying special attention to the cultural and linguistic factors that shape the customer engagement landscape. The study not only offers valuable insights for businesses seeking to optimize their customer engagement strategies but also provides a foundation for policymakers and researchers interested in the ethical, regulatory, and future research considerations surrounding Conversational Marketing and AI. By shedding light on the dynamic interplay between technology and customer engagement, this literature review contributes to a deeper understanding of the evolving customer-business relationship in an increasingly digital world.