Orchestrating Engagement With AI

This chapter offers insights into customer relationship management by focusing on the commercial process in the AI era. In fact, the use of AI technology in marketing analysis has placed the customer at the heart of the process by adjusting commercial strategies towards an approach based on automated actions, behavioral prediction and personalization of consumer expectations. The chapter is structured sequentially to illustrate the customer journey, making it easier to follow the changes perceived in each stage. It also highlights the contribution of different types of AI-assisted algorithms in transforming prospects into brand ambassadors. Besides the benefits seen during each stage of the customer journey, the article also explores the way AI has changed the marketing perspective towards approaches that are more focused on sustainable development.