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AI Customer Engagement Strategies on Enterprise Growth in Kenya: Adaptation and Navigation

Author

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  • Dr. Sedina Misango

    (South Eastern Kenya University)

  • Dr. Faraji Yatundu

    (South Eastern Kenya University)

  • Dr. Janet Mulwa

    (South Eastern Kenya University)

Abstract

The adoption of Artificial Intelligence (AI) in customer engagement is transforming enterprise growth in Kenya by enhancing service delivery, marketing strategies, and decision-making processes. This study examines the adaptation and navigation of AI-driven customer engagement strategies and their influence on enterprise growth in Kenya. Specifically, it evaluates the effect of automated customer support and personalized marketing on business growth. The study employs a secondary data analysis methodology, drawing from existing scholarly articles, industry reports, and case studies on AI adoption in customer engagement. By synthesizing data from reputable sources, this research identifies trends, challenges, and opportunities associated with AI implementation in Kenyan enterprises. The findings contribute to knowledge by providing empirical insights into how AI-driven customer engagement strategies enhance operational efficiency, customer satisfaction, and business expansion. From a policy perspective, the study offers recommendations on AI governance, data privacy, and infrastructure development to support AI adoption in Kenya’s business ecosystem. Additionally, the study informs enterprise decision-makers on best practices for leveraging AI technologies to optimize customer interactions and drive sustainable growth.

Suggested Citation

  • Dr. Sedina Misango & Dr. Faraji Yatundu & Dr. Janet Mulwa, 2025. "AI Customer Engagement Strategies on Enterprise Growth in Kenya: Adaptation and Navigation," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 6969-6981, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:6969-6981
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    References listed on IDEAS

    as
    1. Nisreen Ameen & Ali Tarhini & Alexander Reppel & Amitabh Anand, 2021. "Customer experiences in the age of artificial intelligence," Post-Print halshs-03045430, HAL.
    2. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    3. Sung, Eunyoung (Christine) & Bae, Sujin & Han, Dai-In Danny & Kwon, Ohbyung, 2021. "Consumer engagement via interactive artificial intelligence and mixed reality," International Journal of Information Management, Elsevier, vol. 60(C).
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