AI Innovation in Services Marketing

Ricardo Correia (Curatore)

Dominyka Venciute (Curatore)

IGI Global, 2024

The emergence of artificial intelligence (AI) has ushered in a transformative wave, disrupting trends and reshaping the landscape of services marketing. As businesses grapple with the interplay between evolving consumer behaviors and the progression of AI, a critical need emerges for a guide to navigate this complex terrain. The stakes are high, and the challenges are multifaceted – from redefining customer experiences to addressing ethical considerations in the age of automation. In response to these pressing issues, AI Innovation in Services Marketing stands out as a source of insight, unraveling the complexity surrounding the integration of AI in services marketing. This book endeavors to equip readers with an understanding of how AI is not just a tool but a force driving profound transformation in services marketing. Through a lens focused on real-world examples and insightful case studies, it illuminates the impact of AI on productivity and customer experiences. Beyond the transformative power, the book grapples with the ethical considerations that arise in the wake of AI adoption in services marketing. It seeks to guide both academics and practitioners, offering a resource to harness AI strategically, optimize services, and maintain a competitive edge in the global market. Whether you're a marketing scholar seeking comprehensive insights, an educator guiding the next generation, a student delving into the latest trends, or a researcher exploring the uncharted territories of AI, this book is crafted for you. The chapters traverse critical topics such as the convergence of services and AI, the impact of AI on customer support, personalization through recommendation engines, ethical considerations, measuring AI's impact on customer experience, and forecasting future trends. Supported by compelling case studies, this book serves as an indispensable guide for those looking to understand, adapt, and thrive in the AI-driven landscape of services marketing.

• Curatore: Ricardo Correia, Dominyka Venciute
• Editore: IGI Global
• Collana: Advances in Marketing, Customer Relationship Management, and E-Services
• Anno: 2024
• Rilegatura: Paperback / softback
• Pagine: 299 p.
• Dimensioni: 254 x 178 mm
• EAN: 9798369344750

Testo in English