Understanding the role of artificial intelligence in personalized engagement marketing

V. Kumar, Bharath Rajan, Rajkumar Venkatesan, Jim Lecinski

Research output: Contribution to journalArticlepeer-review

161 Scopus citations


This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver personalized offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalized way. It also provides predictions for managers regarding the AI-driven environment on branding and customer management practices in both developed and developing countries.

Original languageEnglish (US)
Pages (from-to)135-155
Number of pages21
JournalCalifornia Management Review
Issue number4
StatePublished - Aug 1 2019


  • Artificial intelligence
  • CRM technology
  • Customer relationmanagement
  • Customization
  • Marketing
  • Personalization

ASJC Scopus subject areas

  • Strategy and Management


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