November-December 2019

ISSN: 0193-4120 Page No. 4779 - 4785

Assessing Intelligence Conversation Agent

Trends- Chatbots-AI Technology Application
for Personalized Marketing
Abayomi Oluwaseyi Ikumoro1,Mohammed Saeed Jawad1
Post Graduate Centre (PGC), Limkokwing University of Creative Technology, Innovasi 1, 1, Jalan
Teknokrat 1/1, Cyberjaya, 63000 Cyberjaya, Selangor, Malaysia.
E-mail addresses: [email protected] and [email protected]

Article Info Abstract:

Volume 81 This research presents an overview of the global trends of personalized
Page Number: 4779 - 4785 marketing along four dimensions: personalization impact, preferred
Publication Issue: personalized marketing channel, challenges, and personalization
November-December 2019 drivers/benefits. Based on the analysis of the previously surveyed reports
and article, the research presents a rich insight from two perspectives: the
present and futuristic role of marketing professionals across industries
and countries, as well as consumers‘ perceptions based on personalized
marketing. The global result shows that the utilization rate of artificial
intelligence powered chatbots is lagging across most industries and
countries, except for travel and tourism industries. Furthermore, it is
shown that the effectiveness of any personalized marketing depends
largely on the access to quality data, data analytics, and automated
technological solutions to help harness and integrate data from multiple
channels. Taken together, the research findings consistently highlight the
importance of personalized marketing to be for these: revenue growth,
Article History profits, customer loyalty and retention, and increasing customer lifetime
Article Received: 5 March 2019 value through engagement.
Revised: 18 May 2019
Accepted: 24 September 2019 Keywords: Intelligence conversational agent, chatbot,
Publication: 23 December 2019 personalized marketing, consumers, marketing trends.

1. Introduction innovation processes are referred to as digital

transformation.
Recent advancement in machine
learning has contributed to the rebirth of the Digital transformation is the process
chatbots, also known as intelligent of utilizing digital technologies to create new
conversational agents. Lately, there has been a or modify existing business processes, culture,
rise in chatbot technology being made and customer experiences to meet changing
available on the web and mobile business and market requirements [2]. As for
devices.Latest reports state that 57 per cent of customer experience, it can be defined as the
companies have already implemented chatbot complete set of interactions and engagements
technology or are planning to do so in the near that a customer has with a brand, including
future. Chatbots-AI is an intelligent online touchpoints such as video views,
conversational agent or assistant with learning mobile and desktop content consumption, e-
capabilities, which provides personalized commerce transactions and emerging
services to the user in the form of an technologies such as chatbots and connected
intelligent human conversation. These IoT devices, as well as offline touchpoints
technological advancements and growing such as in-store, in-branch, outdoor and

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experiential advertising [1].Essentially, digital are expecting their interactions with retailers
transformation is about people, process and to be very relevant to them. As a matter of
technology that requires a right mix of skills fact, Chatbots-AI, if properlyutilized, have
and an environment for people to flourish in, immense potential to boost user engagement
as well as the right technology to empower for any business, and this consequently may
them [1]. In addition, digital transformation lead to more conversions and sales. The key
not only refers to the technologies itself but lies in personalizing the conversational
also involves the integration of those experience for the customer and suggesting
technologies into all areas of entrepreneurship, product/services to help them out.
which in turn contributes to significant
changes in the enterprise operation and The process of communicating with
generates added value for consumers [2]. the client via intelligent conversation
application is termed conversational
Studies showed that the biggest commerce or conversational marketing [5] and
challenges among retailers in 2019 to date are conversational commerce is defined as the
achieving omnichannel retail, keeping pace practice of meeting or conversing with your
with technology and loyalty retention [3]. potential buyers or people who have shown
Artificial intelligence chatbots (Chatbots-AI), interest in your services in order to let them
which integrate with messaging applications understand your business more and answer all
such as Facebook Messenger, and virtual their queries. It is a one-to-one approach to
assistants - including Apple‘s Siri and marketing where personalization acts as a
Amazon‘s Alexa - are examples of intelligent fulcrum for the marketing strategy.
conversational agents that have emerged in Conversational commerce, as simple as it
recent years. As their adoption increases sounds, uses a one-to-one, personalized
among SMEs, so will opportunities for promotional approach to gain the same
marketers to utilize them to better meet advantages of traditional one-on-one
consumer needs. While Capgemini consulting technologies is commonly used on a large
report shows that 28 percent of retailers scale. It uses new technologies to deliver
globally deployed artificial intelligence (AI) targeted messages, for instance, real-time
technology in their organization in 2018, the messaging through intelligent chatbots. With
adoption rate of 15 per cent in Asia is however messenger campaigns,Chatbots-AI can gather
still lagging as at 2019compared to other information about customer preferences and
markets around the world[3]. The tastes through quizzes and other simple
predominantly used application of AI in Asian questions. Furthermore,by using machine
business has been in machine learning and learning, these chatbots can turn data into
chatbots to improve operational efficiencies individual recommendations and large
and deliver better customer service. These segment data for the company to better
applications have been centred mainly on understand their customers.
retailers marketing and online operations to
satisfy the ever-growing consumer demand for This research paper highlights the
relevance and personalization. trends driving the rise of personalized
marketing whileidentifying the types of
Personalization and consumer context preferred channels in it, and the
are now ensconced in every marketer's lexicon inhibiting/challenges for personal marketing,
and the single biggest driver of digital as a prerequisite understanding of the current
transformation is customer experience [4]. The trends. The paper was based on an analysis of
authors advise marketers to create better research publications, web-based sources such
target, more relevant and contextual as business and technology blogs, websites, as
communications, and work together to set up well as a market research institution and other
better consumer engagement. Surprisingly, corporate online resources. By using iterative
only a quarter of Asian retailers are investing and intuitive search approach, we integrated
in AI because of personalization aspects [3]. the impending trends of the industry and cross-
According to the report, personalization is one referenced it with academic research,
of the best use cases of AI because consumers hence,creating the relevance of this paper in

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bringing academia, business and the public endless abyss of choices on offer and the
together. needs of consumers,by presenting their
consumers with highly-targeted suggestions,to
2. Theoretical Aspects of Personalized help them save time and effort, which in
Marketing turn,drives customer loyalty[7].Personalized
In the Fourth Industrial Revolution, marketing makesuse of customer information
the definition of a ―good‖ customer experience such as their preferences, buying behaviour,
has changed. With the vast choice and access demographics etc.whichhelpscompanies to
to information, today‘s customers demand an understand their customers better and to create
overall experience that matches their standards a personal connect with them.
for product quality. However, digital According to [8], personalization can
marketing has revolution-ized the marketing deliver five to eight times the ROI on
landscape. Though traditional marketing is marketing spend, and can lift sales by 10per
still prevalent, the majority of brands are going cent or more.Personalized marketing leverages
digital. According to[2], digital marketing on big data and digital technologies to
encompasses all online marketing techniques understand and address customers in a direct
including SEO, PPC, email marketing, content and personalized manner. This data belongs to
marketing and social marketing, customers, such as: address, phone number,
technologically enabled by which firms personality profiles, credit card details,
collaborate with consumers and partners to purchase history, invoices, likes and dislikes,
mutually create, communicate, deliver, and or whatever imaginable valuable data mined
sustain values for stakeholders. The authors‘ from different channels and/or through
emphasis that digital marketing involves conversational commerce[9]. According to [5],
managing and harnessing ―5Ds of Digital‖, personalized interactions not only bring value
such as, digital devices, digital platforms, to customers who start feeling valued and
digital media, digital data and digital unique by virtue of being recognized, but they
technology. However, with analysts predicting also allow companies to gather more data
that there‘s going to be substantial growth in about their customers, which, in turn, helps
digital marketing budgets, marketers are going them further improve their personalization
to go the extra mile to make sure that their efforts. The authors claim conversation
company stands out on newsfeeds, emails, and software, such as chatbots-AI, is the solution
blogs. This is where personalized marketing since the software can automatically converse
comes into play — allowing consumers to get with consumers and answer various requests
an individualized marketing experience that without any human intervention. Chatbots-AI
will keep brands at the top of their offers a new layer of support to the service
minds.According to [6],personalization can be quality dimension by assuring that
defined as a process that allows tailoring of personalized service is available to meet
marketing strategies to specifically target each customer needs anytime and anywhere [10].
customer individually, taking into account The authors finding reveals that Chatbots-AI
their preferred choices and preferences. It is provides interaction and engage
also sometimes known as one-to-one brand/customer service encounters.
marketing, because it focuses on individual
customer, based on their keen 3. Trends in Personalized Marketing
preference.Personalized marketingis therefore,
one-to-one marketing,and can be defined in Globally, we are currently living in a
different ways, but at the most basic level, data-driven, algorithmically-obsessed era,
personalized marketing is the where customers expect highly personalized
implementation of a strategy by which experiences that are personalized to their exact
companies or brands deliver individualized needs. However,by examining intelligent
content to recipients through data conversational agent trends due to the
collection, analysis, and the use of emergence and convergence of exponential
automation technology.Personalized technologies,will create an opportunity to
marketing helps bridge the gap between an understand customers more profoundly, boost

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operational efficiency, and generate highly their customers want,and the ranks of those
personalized products and services[11]. More competitors are growing[12].In this study, we
so, organizations that fail to show customers classifythe literature on personalization trends
they know them and their individual buying in order of theirfindings, channel/usage,
preferences stand at risk of losing them to barriers/challengesand personalization
competitors who are more attuned to what benefits.

Table 1: General Overview of Digital Trends of Personalized MarketingSurveys

Company (Author) Overview of Personalized Marketing Surveys
Evergage and Researchscape, The study reveals 98per cent of marketers agree that personalization
research, “2019 Trends in helpsadvancecustomer relationships, 74per cent claim it has a ―strong‖ or ―extreme‖
Personalization”, surveyed 314 impact,while 88per cent state that their current and prospective customerexpect a
marketing professionals across personalized experience.Preferred Personalization Channel: Email (78per cent),
industries and countries, although website (58per cent), in-person (42per cent), online advertising(35per cent), mobileapp
predominantly in the U.S. (28per cent) andweb application(19per cent). Marketing Challenge:Lack of personnel,
lack of finance, lack of knowledge and skills, lack of organizational alignment, lack of
access to data, and poor technology solutions, low quality data, and privacy
concern.Benefits: To help drive customer relationship by deliveringimproved customer
experience (88per cent), increase customer loyalty (59per cent), and to generate
measurable lift/return on investment (ROI) (50per cent) as citied by marketers.
Deloitte Insights (2019),“Title: The study finding shows that 47per cent of respondents reported that a brand that
Tech Trends 2019: Beyond the delivers poor, impersonal and frustrating experiences will be abandoned. For those
digital frontier". purpose, Chief Marketing Officers (CMOs)are investing nearly a third of their budgets
to marketing technology to enhance their customer experiences. Secondly, the study
shows that consumersdon‘t just want personalized communication alone, they are also
interested in personalized products and services recommendation.Consumers who
expressed interest in purchasing personalized products or services was 36per cent, as
against 48per centeager to wait over a long time periodin order to receive it.Preferred
Personalization Channel: Mobile phone, social medium and website. Marketing
Challenge:The greatest challengeswith AI initiatives is data issues as reported by 39per
cent of respondents. Benefits:To increase customers‘profoundpassionateconnections to
products and brands.Thus, drivingcustomer loyalty and business growth.
Monetateresearch (2019), on “2019 The survey result shows that 23.2per cent of businesses already invest in machine
Personalization Development learning, while 48.5per cent plan to do so within a year. 77per cent of companies
Study”, surveyed 600 senior currently practicing personalization reported revenue growth in 2018. 75.5per cent are
marketers from North America and getting positive ROI from personalization, with every industry responding in the
Europe, who shared their affirmative at 70per cent or above. Companies with the highest ROI (50per cent), are
experiences across the retail, travel focusing on customer loyalty and customer lifetime value. Also86per cent of companies
& hospitality and insurance sectors. getting the highest ROI report that personalization made up 21per cent or more of their
marketing budget, and over 14per cent of the same group reported that 40per cent or
more were allocated to personalization.However, over 77per cent of those that exceeded
their 2018 revenue expectations have their strategy documented. Preferred
Personalization Channel: 94.2per cent prefer email, social media and website channels.
Marketing Challenge: Data architecture, architecture of data quality and integrating
third data. Benefits: 50per centof marketers are focusing mainlyon customer loyalty, and
increasing customer lifetime value.
Smart Insights, 2019, “Title: The results show that while consumers are increasingly aware of their privacy and data
Privacy & Personalization”, usage, they are not so-concerned if the data collected gives them value in return, as long
surveyed 1,000 + consumers on as brands employ accurate and tasteful personalization strategies.72per cent of
their privacy concerns, channel consumers are willing to and want personalized marketing messages tailored to their
affinity, brand experiences, and interest. 80per cent of frequent shoppers says they will only shop with brands who
personalization preferences. personalize their experience. 90per cent of consumers say they are willing to share
behavioral data for a cheaper and easier shopping experience, while 63per cent of
consumers say they will stop buying from brands that use poor personalization
strategies.Preferred Personalization Channel:51per cent of consumers prefer
emailsand 25per centprefer social media. Marketing Challenge:86per centare
concerned about their data privacy.
Harvard business review Analytics The study outcome shows that 90per centof respondents say customers expect
Services (2018), survey with organizations to know their interest and anticipate their needs. Almost half of the
Mastercard on “The Age of surveyed respondents say their organizations are tailoring communications to customers
Personalization”,drawn from 625 across all channels. 44per cent say their organization‘s revenue has increased over the

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respondents drawn globally. past two (2) years, specifically due to their company‘s ability to create personalized
customer experiences. Preferred Personalization Channel: 47per centof respondents
are already personalizing communications across all channels. Marketing
Challenge:Companies can find it challenging to find the people with the right skill sets
to drive personalization initiatives, or to implement them on the front lines where
organizations and their customers interact in person, due to a lack of robust of data
analytical approach and data privacy. Benefits: The study reveals personalization drives
revenue and profits, and also helps to foster greater customer loyalty and retention.
Econsultancy’s 2018 Digital The report shows that, marketers‘ vision for the next three years, is to adoptartificial
Trends report on “Digital Trends of intelligence and bots to drive campaigns and deliver personalized experiences for
Customer Experience”, surveyed consumers in real time.Furthermore, above half (53per cent) marketers from Asia
almost 13,000 marketers taking part Pacificregionhaveeither adoptedAI already, or are planning to adoptit in the next 12
globally, predominantly across months, whereasEurope and North America marketersAI adoption rate is still very
EMEA, North America and Asia slow.7per cent of their organizations reported that delivering personalized experience is
Pacific. their top priority, as against20per centwho citedcontent management. However, with
. regards to themes and technologies they are most excited about over a three-year
timeframe, the report shows that ‗Delivering personalized experiences in real time‘ is
the most popular choice across all regions, with more than a third (36per cent) of
company respondents, and 40per cent of their agency counterparts, selecting this
option.Finally, results emphasizing improving customer experience show that 29per cent
North American and 23per cent European respondents‘ main effort is to make their
customer experience valuableas soon as possiblewhereas 21per cent of Asia Pacific
respondents focused mainly to delivervaluedand relevant personalized experience to
their customer as earlier as possible.Preferred Personalization Channel: Social
marketing, Marketing Challenge:lack of resources (significant investment in digital
skills and training), and lack of knowledge on howartificial intelligence technology can
be used. Benefits: Improving customer experience, and using marketing automation to
increase efficiency and yield.
Periscope by McKinsey (2018) The study makes known that personalization can deliver five to eight times the ROI on
researchon the title, “Consumers marketing spend and lift sales 10per cent or more. Secondly, 50per centof US
Value Personalization: Up Your consumers want to receive personalized messages from companies and brands, while
Game to not Miss the 38per cent for French, 37per cent for UK and 29per cent for Germany consumers.
Opportunity”, to better understand Consumers significantly respond to a personalized marketing messages involving
consumers’ perceptions of discounts and promotions across all region markets. Preferred Personalization
personalized marketing inFrance, Channel: email and SMS/push messages were the primary channels across the
Germany, the UK and the U.S. markets.Benefits: it can deliver significant value, including 10-30per cent revenue uplift
and higher customer acquisition rates and engagement.
Gartner Consulting (2018) The research finding shows that 78per cent of consumers want personalized marketing
research, on “The Essential Guide communications, and marketing leaders are responding with significant investment,
to Marketing Personalization”. attention and resources.56per cent of marketing leaders increased their personalization
spend in 2018.87per cent of marketing leaders say their organizations are pursuing
personalization. 14.2per cent of marketing budgets are spent on personalization on
average, with some verticals such as retail and travel and hospitality investing upward of
16per cent. Finally, the study concluded that providing tailored help can drive 20per
cent improvement in completed purchases, repeat purchases, future purchase intent and
other commercial benefits.Preferred Personalization Channel: 8per cent for email
frequency preferences, while websites is the primary method of data collection, and
third parties.Marketing Challenge: Lack of digitaltechnology, data analytics skills and
65per cent of marketers indicated more content to support personalization.Benefits:
20per cent improvement in completed purchases, repeat purchases, future purchase
intent and other commercial benefits.
Accenture Interactive Research on The research reveals that at least 75per cent of consumers are more likely to buy from
“Personalized Marketing Index: companies if they are recognized, remembered and if consumers receive relevant
The New Travel recommendations on travel decisions based on their purchase history.More than two-
Experience”(2017), study focuses thirds of consumers (67per cent) want travel companies to provide personalized
on travel and tourism: airlines, communications. 44per centbelieve the communications they receive from travel brands
cruise lines, hotels and online travel are good.90per cent of brands have technology in place to help them deliver a
agents (OTAs). personalized content experience. 100per cent of brands have an analytics tool in place
A consumer perception survey of that allows them to see how users navigate their website. 90per cent of brands have the
2300 people across the US and UK. ability to test and target communications. 95per cent of brands have a digital marketing
tag management tool in place. Preferred Personalization Channel: Email preference
and websites.Marketing Challenge: --- Benefits: Consumerswant brands to use
previous travel information to help them make better travel decisions.Online Travel
Agents are enhancing customer experience as the leaders in advanced digital capability,
while a few innovative brands are beginningto use chatbots as a tool for ongoing

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conversation and engagement with the customer, includingbuilding stronger customer

relationships and improving service.
Infosysresearch on “Rethinking The research result shows that 86per cent of consumers claimedpersonalization
Retail - Insights from consumers significantly contributetotheir purchasing decisions. 74per cent of retailers say it
and retailers into an omni-channel increases their sales, 61per cent say it increases their profit, 58per cent say it increases
shopping experience", online traffic, and 90per cent claim consistency across brand‘s engagement points
surveyed1000 US Consumersand50 increases their customer loyalty.Preferred Personalization Channel: 89per cent engage
Retailer Marketing decision retailers via social media. Marketing Challenge: Lack of technology. Benefits: Increase
marketers. in sales, increase in profit, increase customer loyalty, increase in online traffic.

Sailthru (2017) research The study reveals that only 15per cent of respondents are already personalizing
on“Decoding Personalization”, customer experience, while 43per centsay theyare close to executing level.41per centare
study of 146 retail, ecommerce, focusing on content andproduct personalization using data. Secondly,the study finds that
media and publishing leaders and Marketing (83per cent) and Data Science (60per cent) were the most commonly-listed
marketers regarding how they teams, followed closely by I.T. (51per cent) responsible for
define personalization today and implementingpersonalization. Finally, when measuring success impactof personalization
where they are investing in the within the organization, 65per centuse email response, 56per cent use site engagement
future. (i.e. to build traffic), and 40per cent use customer lifetime value (i.e. customer loyalty
and retention).Preferred Personalization Channel: 91per cent of consumers prefer
emails, 44per centprefer website and 26per centsay social media. Marketing Challenge:
lack of resources (time/people/budget and others) at 43per cent, 23per centare concerned
about their data, 17per cent for internal knowledge of how to accomplish, and 14per
centface technology challenges.
Chung et al., (2018), “Title: The study shows that online service agents, such as Chatbots-AI, provide convenience
Chatbot e-service and customer and quality communication that positively affect customer perceptions. Secondly, that
satisfaction regarding luxury Chatbots-AI performances can be measured according to interaction, entertainment,
brands”, study on 157 Korean trendiness, customization, and problem-solving components of marketing in the digital
students’ experiences with Chatbot era. Finally, the study reveals Chatbots-AI provides interactive and engaging
services providing personalized care brand/customer service encounters, thereby increasing customer engagement, due to its
regarding luxury fashion brands. 24/7 availability, offers highly customizable flexibility, and gives simple and natural
customer experiences. Preferred Personalization Channel: Intelligence Chatbot.
Salesforce (2018) Research on the The results show 80per cent of consumersreported that, their experiences with
“State of Marketing”,surveyed over company‘swhile shopping is as significant as its products and services provided. More
4,100 marketing leaders across the so, Marketers‘ adoption of AI has grown by 44 percent since 2017. 37per cent of
world, evolving in theFourth marketers use artificial intelligence (AI), and 69per cent of business purchasersare
IndustrialRevolution. expecting Amazon-like purchasing experiences, for instance, personalized
recommendations. Furthermore, averagely from all regions, 86per cent of the
participantssay personalization improves their overall marketing program, while 29
percent of the respondentsuse voiceactivated personal assistants.Preferred
Personalization Channel: 82per centof participantsare usingwebsites, 74per centusing
email marketing, and the lowest channel used to reach out to consumers are;connected
devices/Internet of Things (IoT)and voice-activated personal assistants (44per cent and
32per cent) respectively, but recorded 40per centas among the most significant to be
used in the next 12 months, and 42per centas the highest for Virtual Reality (VR) or
augmented reality (AR). Benefits: Revenue growth, sales effectiveness, marketing
qualified leads metrics, customer satisfaction metrics,web traffic and analytics,return on
marketing investment (ROMI) AND customer acquisition rates.

Nowadays, consumers have high markets surveyed prefer to receive

expectations of what their shopping experience personalized messages from grocery stores,
should be, such as: immediate, convenient, and restaurants and bars and hotels, airlines and
personalized, no matter where they choose to car rental companies, while women in the U.S.
interact with your brand. However, lack of and U.K. like to hear from fashion retailers,
time and resources, siloed departments and grocery stores and restaurants and bars [8].
data, competition, and constant innovation Notwithstanding, [15]shows that the more
make it hard to deliver the experiences your companies can find out about a customer, the
customers demand [13]. According to survey more they can tailor and customize their
by [14], many marketers see room for marketing strategies to win that customer over.
improvement in the current level of The report ascertains that a customer
personalization in their marketing efforts. relationship management (CRM) system can
Furthermore, findings show that men across all help create high-value segmentation marketing

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strategies and that organization marketing Indian Manag., vol. 7, no. 4, pp. 15–25, 2017.
technology should match their marketing [5] Capgemini Consulting and ESSEC Business
ambitions by using personalized marketing School, ―Hyper-personalization vs .
tools to help companies reach their customers. Segmentation : Has Big Data made customer
segmentation redundant ?,‖ White Pap., pp.
According to[16], Big data enhance CRM
1–16, 2016.
strategies by understanding better customers‘ [6] SHUBHANGI SRINIVASAN, ―Personalized
habits and behaviors so that business can Marketing: The New Era Of Personalization,‖
deliver CRM to be more personalized and 2019. [Online]. Available:
customized for each and every customer. https://www.feedough.com/the-new-era-of-
Finally, CRM with big data will make better personalization-personalized-marketing/.
tools and strategies more personalized and [Accessed: 20-Sep-2019].
customized to the customers because they [7] L. Keane, ―10 Brilliant Examples of
understand well their target audiences and Personalized Marketing and Why They
intended messages to send. Worked,‖ 2019. [Online]. Available:
https://blog.globalwebindex.com/marketing/p
5. Conclusion ersonalized-marketing-works/. [Accessed: 20-
Sep-2019].
Customers‘ expectations of [8] Periscope By McKinsey, ―Consumers Value
personalized services are getting ever more Personalization Up Your Game to not Miss
sophisticated. To make consumers happy, the Opportunity.‖
companies have to adopt new technologies [9] J. and F. J. K. Filip, ―Conversational
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[10] M. Chung, E. Ko, H. Joung, and S. J. Kim,
conversational agent, Chatbots-AI, is still at ―Chatbot e-service and customer satisfaction
infancy for personalized marketing globally. regarding luxury brands,‖ J. Bus. Res., no.
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assessing consumer and marketing [12] Harvard Business Review Analytic Services,
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[14] Researchscape International, ―2018 Trends in
double in the coming year.Finally, inasmuch
Personalization,‖ pp. 1–39, 2018.
as personalization improves consumer [15] J. Comm, M. Jones, and J. Falls, ―The
satisfaction, marketers are revolutionizing how Innovator‘s Guide to Personalized Digital
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consumers, by forecasting to deliver IBM Watson Marketing,‖ pp. 1–14, 2018.
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utilizing Chatbot-AI to drive campaigns and and A. Al-Mudimigh, ―Customer relationship
experiences, then it will lead to successful management and big data enabled:
marketing and improved sales and profits as Personalization & customization of services,‖
well. Applied Computing and Informatics. 2019.

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