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- Title
Empowering AI Companions for Enhanced Relationship Marketing.
- Authors
Chaturvedi, Rijul; Verma, Sanjeev; Srivastava, Vartika
- Abstract
Embedded with artificial empathy, artificial intelligence (AI) companions (ACs) can create, communicate, and deliver value to customers. This article analyzes current and emerging ACs in order to explore AI's role in transforming customer journeys and establishing long-lasting customer relationships. It also identifies existing business challenges in developing user-AI companionship and offers a remedial strategy matrix. Purely functional or emotional capabilities lead to interest in the companion plummeting with time. The findings reveal the need to design holistic ACs with a hybrid of functional, emotional, and conversational capabilities to mitigate the uncanny valley problem.
- Subjects
INTELLIGENT personal assistants; INTELLIGENT agents; RELATIONSHIP marketing; MARKETING; CUSTOMER experience; CUSTOMER relations; CUSTOMER relationship management; ARTIFICIAL intelligence
- Publication
California Management Review, 2024, Vol 66, Issue 2, p65
- ISSN
0008-1256
- Publication type
Article
- DOI
10.1177/00081256231215838