Leveraging Digital Marketing and Artificial Intelligence to Assess Enhanced Customer Experiences

• Lakshmi TR, Kalai ^[2] ; Ranjan Das, Jyoti ^[3] ; Kumar Verma, Subhash ^[1] ; Traisa, Roopa ^[4] ; Agarwal, Varsha ^[5] ; Wadhwa, Charu ^[6]
  1. [1] Noida International University

     Noida International University

     IN.36.141.7279602, India

     
  2. [2] Master Of Business Administration, Sathyabama Institute of Science and Technology, Chennai, India
  3. [3] Department of Management, Institute of Business and Computer Studies, Siksha 'O' Anusandhan (Deemed to be University), Bhubaneswar, Odisha, India
  4. [4] Department of Management, Jain (Deemed to be University), Bangalore, Karnataka, India
  5. [5] ISME, ATLAS SkillTech University, Mumbai, India
  6. [6] Department of Management, ARKA JAIN University, Jamshedpur, Jharkhand, India

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• Localización: Management: (Montevideo), ISSN-e 3046-4048, Vol. 3, Nº. 0, 2025 (Ejemplar dedicado a: Management (Montevideo))
• Idioma: inglés
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  • Introduction: Incorporation of Artificial Intelligence (AI) into Digital Marketing (DM) has changed customer engagement by providing a personalized and efficient way to give service and interact with customers. For all of these advancements, there is limited empirical research that has explored how AI-driven personalization, convenience, and service quality impact customer experience through trust. Objective: This research uses a quantitative, survey-based research design to investigate how AI and DM influence customer experience.Method: Data is collected from 350 respondents that currently engage with an AI-enabled platform. Key constructs Perceived Personalization (PP), Perceived Convenience (PC), Customer Trust (CT), Customer Experience (CE) and AI-Enabled Service Quality (AESQ) were analyzed in this research.Result: Outcomes expose that PP (β = 0.34), PC (β = 0.28), and AESQ (β = 0.31) significantly influence CT, which in turn has a strong effect on CE (β = 0.62). The model explained that CT was 62% and CE was 56% variance, with statistical support of all hypothesis.Conclusion: This analysis concludes that AI-integrated DM strategies provide a better customer experience primarily because of developing trust. There are implications that marketers find practical in designing trust-centered AI interactions to enhance overall satisfaction and loyalty.