Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective

Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective

Purpose – The emergence of artificial intelligence (AI) created many opportunities for improving and enhancing customer experiences in the digital environment. The aim of this paper is to highlight the main areas of customer experience improvements and enhancements based on the application of artifi...

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Bibliographic Details
Main Author: Vatroslav Škare
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2024-01-01
Series:Tržište
Subjects:
customer experience
artificial intelligence
personalization
Online Access:https://hrcak.srce.hr/file/473059
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