Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective

Purpose Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept remains underexplored in AI marketing research and practices. This study aims to introduce the concept of AI-enabled personalization (AIP), understand the applications of AIP throughout the customer journey and draw up a future research agenda for AIP. Design/methodology/approach Drawing upon Lemon and Verhoef's customer journey, the authors explore relevant literature and industry observations on AIP applications in interactive marketing. The…