Chapter 14: Applications of Mimicking Technology in Understanding Consumer Behaviour and Its Effects on Consumer Engagement

Artificial Intelligence (AI) has become an integral part of every business organisation across the world. It is a system designed to mimic human attributes such as speech, learning and problem-solving. It promotes cognitive functioning and can supplement and replace human workers in social, intellectual and professional contexts. AI serves as a versatile toolbox encompassing a range of technologies, including machine learning (ML), natural language processing, expert systems, neural networks, deep learning, robots and automation. These tools transform the business and marketing landscapes and infuse entertainment with innovation to boost consumer engagement. The growth of AI has set a new standard for what customers expect from businesses. AI provides companies with powerful tools to comprehend and meet customer expectations effectively. AI has given rise to diverse technologies, including robots, avatars, virtual bots and narrowcasting. The advent of AI-driven chatbots is revolutionising customer service by delivering instant responses, efficiently addressing queries and slashing wait times. This blend of AI and a customer-centric approach establishes the foundation for sustainable growth and enduring customer loyalty. This chapter will shed light on the present state of awareness regarding AI and ML and their impact on consumer engagement. We aim to illustrate how AI is utilised and its effects on the marketing landscape.