IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-84613-7_12.html
   My bibliography  Save this book chapter

Artificial Intelligence and Customer Engagement: Insights and Challenges

In: Digital Marketing Strategies for Value Co-Creation 2e

Author

Listed:
  • Wilson Ozuem

    (University for the Creative Arts)

  • Michelle Willis

    (London Metropolitan University)

Abstract

Artificial intelligence (AI) has emerged as a key driver of change in marketing and customer engagement, particularly within online brand communities (OBCs), where it reshapes how brands interact with and understand their audiences. This chapter explores the key attributes of AI and chatbots; it focuses on the human relational factors that shape the use and integration of AI and chatbots into customer communication channels within OBCs. It also extends the discussion to address service failure and recovery procedures, specifically in the context of chatbot interactions. This chapter examines how different customer groups respond emotionally and behaviourally during chatbot-led service recovery experiences and considers the role of chatbots in fostering engagement within OBCs.

Suggested Citation

  • Wilson Ozuem & Michelle Willis, 2025. "Artificial Intelligence and Customer Engagement: Insights and Challenges," Springer Books, in: Digital Marketing Strategies for Value Co-Creation 2e, edition 0, chapter 12, pages 275-303, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-84613-7_12
    DOI: 10.1007/978-3-031-84613-7_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-84613-7_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.