Leveraging Digital Marketing and Artificial Intelligence to Assess Enhanced Customer Experiences
DOI:
https://doi.org/10.62486/agma2025177Keywords:
Artificial Intelligence (AI), Digital Marketing (DM), Customer Experience (CE), Personalization, Customer Trust (CT)Abstract
Introduction: Incorporation of Artificial Intelligence (AI) into Digital Marketing (DM) has changed customer engagement by providing a personalized and efficient way to give service and interact with customers. For all of these advancements, there is limited empirical research that has explored how AI-driven personalization, convenience, and service quality impact customer experience through trust.
Objective: This research uses a quantitative, survey-based research design to investigate how AI and DM influence customer experience.
Method: Data is collected from 350 respondents that currently engage with an AI-enabled platform. Key constructs Perceived Personalization (PP), Perceived Convenience (PC), Customer Trust (CT), Customer Experience (CE) and AI-Enabled Service Quality (AESQ) were analyzed in this research.
Result: Outcomes expose that PP (β = 0.34), PC (β = 0.28), and AESQ (β = 0.31) significantly influence CT, which in turn has a strong effect on CE (β = 0.62). The model explained that CT was 62% and CE was 56% variance, with statistical support of all hypothesis.
Conclusion: This analysis concludes that AI-integrated DM strategies provide a better customer experience primarily because of developing trust. There are implications that marketers find practical in designing trust-centered AI interactions to enhance overall satisfaction and loyalty.
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Copyright (c) 2025 Joshila Grace , Shilpi Singh , Mohamed Jaffar A, Mamatha GN, Prabhat Kumar Sahu, Anupam Kumari , Kalpana K Harish (Author)
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