ANALYSIS OF AI APPLICATIONS IN ENHANCING CUSTOMER EXPERIENCE IN MARKETING

Abstract

The advent of reality is a new innovation force in the marketing sector that aims to change the customer experience, levels of satisfaction, and customer loyalty ecosystem. This paper discusses the way in which AIs can be leveraged to help increase customer satisfaction with a special emphasis on such tools as conversational agents, predictive analytics, and personalised recommendations. A sample size of 200 targeted participants was used to conduct the sampling in which the organised questionnaires were employed and a 5-point Likert scale. ANOVA, chi-square tests, and correlation tests found out the necessary hypotheses. The research has revealed that the satisfaction of customers is greatly enhanced when driven by artificial intelligence as evident in the ORF of the increasing levels of customer satisfaction that ranged between 3.0 to 4.7 respectively at varying degrees of personalisation. The impact of chatbots on customer loyalty has been so astounding since customer loyalty ratings had increased to 4.5 following the frequency of using it as opposed to 2.5. Predictive analytics presented a significant positive relation (r = 0.76, p < 0.001) with customer retention, and it is the sign that the model can be applied in the marketing strategy based on looking in the future. The robotics that have been artificially enhanced have been seen to have a steady customer satisfaction among various demographics, although the younger participants showed slightly better accumulation of benefits. It pays attention to the importance of the artificial intelligence that may be utilized to enhance marketing strategies, establish a stronger relationship with clients, and remain market leaders. However, it emphasizes the necessity to focus more on data strategies and openness to build trust and facilitate the role of AI in marketing.