Transforming Advertising: Harnessing AI for Personalised Customer-Centricity

• Main Authors: Agarwal, Tripti, Gopalkrishnan, Santosh, Kale, Vinita, Periwal, Dipti, Kulkarni, Ashish A., Tharkude, Dhanashree, Jaiwani, Megha
• Format: Conference Proceeding
• Language: English
• Subjects: Advertising; Artificial intelligence; Business; Data security; Ethics; Personalization; Technological innovation; Technology management; Transforms
• ISSN: 2159-5119
• DOI: 10.1109/ICTMOD59086.2023.10438160

In the era of customer-centricity, customers are flooded with information. This leads to a time-consuming, frustrating and overwhelming process of finding the ideal product. The use of traditional advertising methods is not enough to make the customer journey personalised and effective. For an organisation to be advantageous in the current scenario, it must target the right customers at the right time with the right proposition. The development and usage of Artificial Intelligence (AI) in advertising is, in effect, to leverage the pool of customer information to transform advertising. This study investigates the pivotal role of Artificial Intelligence (AI) in reshaping advertising, with a primary focus on personalised customer-centricity. This research aims to elucidate how AI can be effectively leveraged to revolutionise advertising practices, ensuring that the right message reaches the right audience at the right time. Our methodology involves a comprehensive review of relevant literature and an analysis of real-world case studies across diverse industries and advertising platforms. Through this approach, we uncover compelling findings that underscore the transformative potential of AI in advertising. It is evident that Businesses that embrace AI-driven personalisation witness enhanced customer engagement but also experience substantial improvements in advertising return on investment (ROI). This shift towards AI-optimised advertising yields increased sales, heightened customer loyalty, and improved brand perception. Moreover, it enables precise targeting, resulting in enhanced cost-effectiveness. The implications of this study are far-reaching. Organisations are encouraged to invest in AI technologies to harness customer data effectively, delivering tailored advertising experiences. However, ethical considerations and transparency in data handling remain paramount. This research serves as a clarion call for businesses to stay at the forefront of AI advancements, fostering a culture of innovation to remain competitive and customer-centric in the ever-evolving advertising landscape.