Year: 2024 | Month: June | Volume 12 | Issue 1
Investigating Generative AI innovative Strategies for Customer Engagement in Marketing Automations in the Digital Era
Saumendra Das
Jyoti Prakash Rath
Udaya Sankar Patro
Tapaswini Panda
Gopinath
G.
DOI:10.30954/2322-0465.1.2024.5
Abstract:
This study explores the potential of Generative Artificial Intelligence (AI) in enhancing customer interaction and content production in digital advertising. It emphasizes the importance of customization, where AI can analyse vast amounts of consumer data to tailor information to individual interests, resulting in higher engagement rates and relevance. AI can also produce novel and varied content, such as text, pictures, and video, aligning with customer demands. Predictive analytics is another area of focus, allowing marketers
to create proactive plans that connect with their audience. Chatbots equipped with AI and AI-driven virtual assistants are also examined for real-time assistance and engagement, fostering deeper brand connections. AI techniques are also used in networking strategy development, analysing networking dynamics and optimizing content delivery to increase user engagement. AI’s role in A/B testing and optimization is also examined, resulting in increased engagement, conversion rates, and more tailored marketing tactics. The
study also highlight the growing significance of voice and image search optimizations in digital advertising, where AI uses advanced search techniques to improve access to material and exposure. Overall, generative AI is a crucial component in developing customized, inventive, and proactive marketing tactics, combining efficiency, creativity, and customization with digital marketing initiatives.
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