Role of AI in building customer brand

This research explores the role of Artificial Intelligence in developing strong relationship between customer and brand. It discusses the benefits of AI in improving customer satisfaction and brand image, and provides recommendations for implementing AI effectively. The study uses both primary and secondary sources to analyze the impact of AI on customer-brand relationship.

Role of AI in building
customer brand

Abstract
The following research puts light upon the importance technology especially artificial
intelligence in developing strong relationship among brand and customers’. Usage artificial
intelligence directly helps business organizations in developing their understanding over the
customer and determining several ways through which overall journey of the customers can get
improvised and also helps those out in serving the customers in best possible manner. Artificial
intelligence improves the performance of work force and quality of services and maintain
positive relationship with their customers for retaining them longer period of time.
Recommendations as well as suggestions are given to the organization in order to implement the
technology of artificial intelligence in an effective manner within the workplace. This research
has included both primary and secondary sources in order to gather required information on the
proposed topic. The overall gathered information from both sources are analysed with the usage
quantitative method in order to acquire research outcome with the accuracy. Also, descriptive
form of research design has been used by researcher in order to execute it in the systematic
manner. Along with this, investigator has chosen 100 respondents towards the same research in
order to take out maximum information from them on the topic that is “Role of Artificial
Intelligence in developing relationship between customer and brand”. The key findings of
research depicts that by implementing artificial intelligence at workplace help in improving the
quality of services as well as customer relationship in an effective manner which as a result assist
in creating positive brand image of the company at the competitive marketplace.

Contents
Abstract............................................................................................................................................2
TITLE: Role of Artificial Intelligence in developing relationship between customer and brand...6
INTRODUCTION...........................................................................................................................6
Background of the study.........................................................................................................6
Research Aim:-.......................................................................................................................7
Research Objective.................................................................................................................8
Research Questions................................................................................................................8
Rationale of the study.............................................................................................................8
LITERATURE REVIEW................................................................................................................8
Benefits of Artificial Intelligence within an organisation......................................................8
Influence of Artificial Intelligence in developing effective customer and brand relationship.10
Theories of Literature Review..............................................................................................12
Recommendations to brand on how to integrate AI to improve customer relations............12
RESEARCH METHODOLOGY...................................................................................................14
FINDINGS/RESULTS..................................................................................................................19
Data Analysis........................................................................................................................19
ANALYSIS/DISCUSSION...........................................................................................................29
CONCLUSION AND RECOMMENDATIONS..........................................................................32
CONCLUSION..............................................................................................................................33
REFLECTION...............................................................................................................................33
ANNEXURE..................................................................................................................................38
Questionnaire........................................................................................................................38

TITLE: Role of Artificial Intelligence in developing relationship between
customer and brand
INTRODUCTION
Technology is changing with the passing time which is ultimately supporting business
organizations in attaining success. The main reason behind this is that advance technology helps
business organizations in serving its customers lucrative form which directly results in the
enhancement of their satisfaction level (Lu, Cai and Gursoy, 2019). Adoption of latest
technology brings range of benefits for the companies which ultimately support them out in
improvising their business performance in the adequate manner. At one end technology brings
range of benefits for the companies at the same time it creates huge confusion for them too as its
difficult for them to select the best technology that could provided them maximum output in
adequate manner. Latest technology also develops understanding of the company towards
changing needs and expectation of its potential customers which ultimately helps them out
making alternation in their products’ and services which leads to enhancement of the satisfaction
level of the customers. Artificial intelligence is determined as one of the latest technology which
has made it easier for the businesses to execute their operational areas like the human being only
with same power of decision making (Chung and et. al., 2018). Artificial intelligence has simply
made it possible for the company attains advanced analytical solution for customers who have
been developed by analyzing their overall interest and searches in adequate manner. The present
report provides detailed description of role of advanced technology (Artificial Intelligence) in
developing customer and brand relationship.
Background of the study
Artificial intelligence is mainly recognized as the simulation of overall human intelligence
procedure that includes usage computer system in order to execute the work like human
intelligence only. This mainly includes speech recognition, expert system, machine version, and
natural language processing. The concept of artificial intelligence is becoming popular day by
day at workplace as it improvises the operational areas and also simplifies functioning of the
human workforce. Along with this, it can be further said that artificial intelligence helps
businesses in handling altering expectations as well as demand of the customers. By knowing it

effectively it is easier for the businesses to fulfill demand of the customers and develops positive
feelings among the customers towards the respective businesses (Syam and Sharma, 2018).
Overall it can be said that If any business organization is making use of artificial intelligence
then they are having advanced knowledge about their customers changing requirement. This
ultimately helps businesses in serving the actual product and services to the customer according
to their wish. As a result, it becomes easier for the same company to develop strong relationship
with their customers.
One of the common examples of artificial intelligence is the marketing field. Here,
marketing manager of the company get support from this technology in serving its customers in
appropriate form. It can be said that usage of AI in marketing field analyzing regular based
searching and scrolling of customers. Furthermore, the same analysis helps the same company in
showing related products and service in front of the customers only. This ultimately results in the
increase of sales performance of the same company which leads to business success. From this, it
can be said that it creates positive bond brands as well as customers (Campbell and et. al., 2020).
Also, the technology owes capability of performing the same work in lesser period of time as
compared to the human beings. In addition to this, it also improvises the quality of services
which are being used by the customers in positive manner. Therefore, the respective technology
helps business organizations tin forming up strong relationship between the customers as well as
brands. This is so because, business are able to fulfill the core requirement of each and every
customers which results in the success of the company.
The present investigation has been conducted on the latest advanced technology named
Artificial Intelligence with the motive of building up positive relationship between the brand as
well as customers. In this regard, the investigator has developed effective aim, objectives and
questions which will further support investigator and his teammates in conducting effective
research without any confusion or distraction (Teichmann and et. al., 2015). Here, it has been
analysed that development of appropriate aim and objectives directs overall research team in
performing their business activities in rightful manner. The developed aim, objectives and
questions for the study is specified as below in appropriative form.
Research Aim:-
“To determine the role of Artificial Intelligence in developing relationship between
customer and brand.”

Research Objective
 To identify the benefits of Artificial Intelligence within an organisation.
 To examine the influence of Artificial Intelligence in developing effective customer and
brand relationship.
 To provide recommendations to brand on how to integrate AI to improve customer
relations.
Research Questions
 What is the major benefit of Artificial Intelligence within an organisation?
 What is the influence of Artificial Intelligence in developing effective customer and
brand relationship?
 Provide some recommendations to brand on how to integrate AI to improve customer
relations?
Rationale of the study
The main motive of making use of this technology is the self interest of the investigator.
Here, it can be said that the research believes Artificial Intelligence is the best technology that is
so easy to use and incorporator of this activity directly helps company in popularizing
themselves among its targeted customers which will enhance their satisfaction level. Apart from
this, another motive of conducting this investigation to develop range of skills, knowledge etc.
on the particular area that will ultimately help investigator in conducting more effective research
in the near future (Larivière and et. al., 2017). In addition this, by conducting this research
investigator wants to develop their learning as well as understanding of the business organization
towards AI and its benefits. This will also ultimately business in developing their knowledge on
the challenges associated with the same which lead to development of better solution for the
same.
LITERATURE REVIEW
Benefits of Artificial Intelligence within an organisation
From the views given by Victories. V., (2016), Inclusion of Artificial intelligence ion
business helps company in improvising its performance at workplace. AI not only simplifies the
work of employees but at the same it also supports the respective company in improvising their
relationship with the customers by providing them services according to their core requirement

and expectations. Few of the main benefits are attained by businesses with the usage of AI are
improving personalised shopping experiences, automating customer interactions, real time
assistance, operational automations, prediction of outcome, improvement in the recruitment
process and many others (7 Benefits of Artificial Intelligence for Business, 2016). Here, it can be
said that AI brings range of benefits for the company among them the main is that they are able
to serve its customers in appropriate manner. It has been analysed that usage of AI simply
supports company in developing their understanding over the customers changing demands and
requirement (Paschen, Kietzmann and Kietzmann, 2019). This is simply happened with the
usage of AI as it simply tracks current search of customers on the basis of this only the company
is able to predict requirements and expectation of its potential customers which ultimately
provides support to maintaining as well as enhancing their sales performance that ultimately
leads to enhancement of the profitability too. Whereas, if it is talked about the benefits of AI in
recruitment process then it can be said with the use of AI it is easier for the recruiter to execute
the work of initial screening of all candidates who have applied for the job for the vacant
position within the company. Here, the software used by HR department is self capable of
rejecting the candidates whose skill, qualification and experience does not matches with the job
description of the same (Sterne, 2017). This simply saves time of HR department which could be
further used in some other areas that will contribute in the improvement of their particular
department work which also leads to attainment of success.
As per the views expressed by Chamat, R., (2018), it has been seen that AI also improves
personalised shopping experiences of the customers. This is so because, AI have overall activity
of the customers during their shopping which develops understanding of the company in terms of
customers browsing habits, their purchasing behaviours and many other things. All of these
attained information is further stored in cloud which simply provides an overview to the
company about customers requirements. As a result, respective businesses can easily develop
personalised services for their respected customers which ultimately help them out in satisfying
customers in appropriate manner (5 Benefits of Artificial Intelligence in Business, 2018). From
this, it can also be said that personalised services directly enhances attachment of customers
towards the company which improves their loyalty level towards the same company that
ultimately leads to attainment of the success (Brill, Munoz and Miller, 2019). In addition to this,
development of the personalised services attracts new customers towards the same company too

which directly increases sales performance of the company and also helps them out in
maximising their sales performance and further provides contribution in the attaining
profitability in the quicker manner.
Influence of Artificial Intelligence in developing effective customer and brand relationship.
According to the information expressed by Sterne, (2017), business associations are now
a day’s focusing on making use of different form of advanced technology which ultimately
provides them support in improvising the quality of services which are being delivered by them
to their respective customer. It has also been analysed that Artificial intelligence is determined as
the most appropriate technology that will provide support in improvising customer experience in
faster manner along with the appropriate solution towards the same. In addition to this, it has
later been seen that business associations focuses making use of Artificial intelligence as the
main advanced form of technology that ultimately helps the brands in delivering personalised
services to its customers which will help them out in improvising their personal experience with
the customer that leads to attainment of greater satisfaction level. In other words it can also be
said that satisfaction level of customers can only be enhanced only when they are happy by their
heart. Also, these happier customers will ultimately starts trusting your brand which will
ultimately lead to development of trust towards the same brand for longer period of time.
Apart from this another author named as Datta, S., (2018), has expressed that there are
several ways that could help businesses by incorporating AI serving its respected customers in
better manner. Some of the common ways among them are predicting churn, personalised
content, social analytics to understand customers, offer customers real time data and
recommendations, enabling smart customers’ interactions. The main among them are explained
below in detailed manner:
Social analytics to understand customers’:
Social media is determined as the most effective way that helps companies in developing
their understanding over the customers. This is simply performed by making use of AI driven
social media analytics supports businesses in developing their knowledge on the customers’
activities, buying patterns, interactions etc. On the basis of these it is easier for the businesses to
develop effective form of communication among the customers. Along with this it also provides
them support in formulating appropriate strategize towards the same that will ultimately help
them out in maximising their sales performance as well as profitability in the rapid manner.

Personalised content:
Personalised information of the customers can easily be attained by the businesses with
the usage of AI associated tools that works as customer engagement way through which relations
with the customers can be enhanced in the appropriate manner (Five Ways Artificial Intelligence
Enhances Customer Engagement and Experience, 2018). Usage of these tools also helps brands
in knowing that how, what and where impact can be maximised in appropriate manner. In
addition to this, it can be further said that AI not only supports brands in cleaning raw data and
making the remaining data useful for the company in appropriate manner. Along with this, the
developed data is further used by the brands in developing rightful strategies which ultimately
provides them support in implementing it in such a manner that will reduce the dissatisfaction
level of customers which ultimately leads to development of positive relations with these
customers which will ultimately help them out in attaining success in rapid manner at the
proposed marketplace with the support of positive customer relationship,
Enabling smart customers’ interaction:
Here, it can be said that usage of AI tools simply helps businesses in enhancing their
interaction with the customers at constant basis that ultimately leads to development of positive
relation within the brand as well as customers. Also, it has been seen that Artificial Intelligence,
machine learning, analytics etc. are determined as some of the main tactics that are used by
brands with the motive of interacting with its proposed customers in appropriate manner and
provide resolution to each and every customers according to their queries. Adoption of these
tools simply helps brands in retaining its potential customers for longer period by engaging them
with the best quality services.
Offering customers real time data and recommendations:
AI simply helps business associations in developing their knowledge on the required
products and services. This is simply done with the data analytics and predictive intelligence
tools that contribute in gathering customers’ data on the basis of their past purchases, purchases,
consumption patterns and many others. All of the details derived from AI tools simply help
marketers in predicting customers’ interest. Based on this, AI tools simply provide
recommendation to the company in terms of bringing alteration in the products and services that
are offered to the customers. As a result company can easily attain higher predictability from it
and attain required success towards the same.

Apart from this, it can be said that there are several different forms of technology that contributes
in developing relationship with the customers in an effective manner. The two of the main
technology among them are specified as below in detailed manner:
Theories of Literature Review
The Innovation Diffusion Theory(DIT)
This is effective theory that was given by the Rogers in the year 1962. The respective
theory clearly explains that innovation diffusion process which includes several types of
components such as: innovation, social system, communication channel and time. It further
states that there are range of factors which plays essential role in influencing the individuals
behaviour towards accepting the innovation. The main factors among them are relative
advantage, complexity, trialability, observability and compatibility. Along with this, it can be
further said that the domestic approach is determined as the most effective process through
which it becomes easier for the brands to influence users to accept the innovation developed with
the help of new technology and adopt it with the motive of executing their work in rightful
manner.
The Technology Acceptance Model (TAM)
This is mainly acknowledged as the theory system that states how users come along to
accept the technology and use it. The Technology Acceptance Model (TAM) also states that
whenever new technology is shown to the customers or user there are various factors which
might place influence over their decision regarding how and when they will use the same
technology. Apart from this, it can be TAM is the extension form of Theory of Reasoned Action
(TRA) which was given by Ajzen and Fishbein. It has been later analysed that usage of this
model simply provides support to the businesses in grabbing attention of the customers towards
them as they are developing the technology according to the core requirement of the customers
only.
Recommendations to brand on how to integrate AI to improve customer relations
On the basis of thoughts presented by Bashir, Papamichail and Malik, (2017), businesses
dealing in every sector are required to focus on developing their relationship with the customers
so that they can easily lead the marketplace and maximise their profitability with the passing
period of time. AI is determined as one of best technologies that is helpful for business
organisations in developing positive relations with the customers in appropriate manner. Few of

the main recommendation that has been presented by this author in order to develop
understanding of brands which are seeking to make use of this advance form of technology that
is Artificial Intelligence. Some main suggestion through which brands can easily integrate with
AI and improvise their relations with the customers are specified as below in detailed manner.
At first it is recommended to the businesses to make use of Chatbot based customer
support in their customer service department. Usage of this support system will help businesses
in reducing issues and challenges faced by customers with the minimal involvement of human in
it (Goworek, Perry and Kent, 2016). Chatbots simply provides prompt answers to customers or
users in real time that further provides them support in lightning their queries’ in quicker manner.
Inclusion of Chatbots based customer support will simply help the company in reducing issues of
customers’ in rapid manner. Also, the overall interaction help between the company as well as
customers will be done in the form of human like behaviour only.
Also, it is advised to business managers to focus on providing personalised services to its
customers so that they can easily develop healthy relations with them in appropriate manner. It
has also been analysed that AI plays an influential role in terms of supporting its customers in
determining required information in most appropriate manner (Walliman, 2017). This can be
well understood with the help of the example. For instance: AI simply analysis overall surfing of
the customers at regular basis and on the basis of the overall developed information from the
same the company can easily recommend products and services to customers’ from their offering
as per the preferences of the customers towards the same (Steinhoff and Kozlenkova, 2019).
Along with this, it can also be said that AI owes capability of analysing bulky information of the
customers and then can easily find out the worthy information from it in appropriate manner.
This simply upgrades knowledge of businesses regarding their potential customers’ and their
buying pattern which simply provides them support in delivering best services or solutions to the
customers without even communicating with Customers service executives.
On the basis of the overall information given in the literature review section it can be that
this section clearly provides brief knowledge to the readers about what actually have happened in
the investigation. This area overall covers theoretical knowledge on the actual topic which
further supports in drawing valid outcome on the topic. The core research gap that has been
determined in this study is the inclusion of brand in the topic which have made overall topic
complex and made it difficult for the investigator to attain desired information.

RESEARCH METHODOLOGY
Research methodology is acknowledged as the important chapter of every research which
provides in depth knowledge to the readers that which methodologies have been used by the
investigator at the time of conducting appropriate research on the proposed topic. This simply
includes range of methods along with the selected sub methods that have ultimately provided
contribution in completing the research project in the systematic manner (Moro, Rita and Vala,
2016). Along with this, usage of right methods also ensures that overall efforts placed in the
research project will ultimately help the company in attaining valid research outcome towards
the research problem.
Research Philosophy: Research philosophy is considered as the nature or the belief of
researcher followed by them while conducting this research in appropriate manner. It has been
mainly analysed that research philosophy are of two main types that is interpretivism and
positivism (Humphries, 2017). With reference to the present investigation, researcher has made
use of interpretivism form of research philosophy in order to complete it in appropriate manner
and obtain valid outcome towards the same. The main reason behind selecting this method is that
it allows investigator in interpreting overall data or information received from respondents
through questionnaire method. In addition to this, it can be further said that usage of this method
simply supports in converting overall information in such a manner that could be easily analysed
by them for drawing valid outcome towards the same (Daugherty, Wilson and Chowdhury,
2019). On the other hand, if it is emphasized on the positivism method, it can be said that the
respective investigator has not selected this method as if they would have considered this method
then it would not be possible for them to cover negative viewpoint too while drawing valid
outcome towards the same.

Figure 1: Research Onion, 2020.
(Source: Research Onion, 2020)
Research Approach: Inductive and deductive are determined as two main types of
research approach that are incorporated by investigator with the motive of conducting the
proposed investigation in best possible manner. For carrying out present investigation on the
topic “Role of AI in developing relationship between brands and customers” researcher have
made use of inductive form the research approach (Silverman, 2016). This is an effective
research which simply emphasized on gathering information and finding out new findings or
theories over the same so that lucrative research outcome can be obtain effectively. Also,
another reason for choosing this investigation is that it is based on qualitative research type of
analysis which will not include any sort of numerical method or statistical formulae. Rather than
this it would be simply based on the human based viewpoints and perception towards the
research problem that will further support investigator in finding out best outcome towards the
same (Wiek and Lang, 2016). The main reason behind not selecting deductive research approach
is that it restricts investigator to draw finds already existing finding and does not all them to
approach the new one according to the requirement of the topic.
Types of investigation: This methods of the methodological section simply emphasised
on the analytical part of every investigation which focuses on drawing valid outcome by

analysing overall information obtained from different sources. This analysis simply takes part in
two forms that qualitative and quantitative method (Flick, 2015). Qualitative type of
investigation simply includes human perception and viewpoint of different authors on the
proposed topic so that investigator can easily develop better result towards it in appropriate
manner as it contributes in obtaining valid research outcome. On the other hand, quantitative
form of investigations is mainly used by researchers for making their outcome more accurate and
to the point. It simply includes numerical data and statistical formulae that support them in
analysing overall developed information in simpler manner which leads to attainment of valid
research outcome (af Wåhlberg, 2017). With reference to the present investigation, qualitative
form of research investigation has been taken into consideration as it supports in analysing
overall information in detailed manner by including views and perception of the different
investigator on the common research problem which will further lead to attainment of valid
research outcome in appropriate manner. In addition to this, it can also be said that qualitative
investigation has also supported in presenting the in-depth understanding regarding study area
which further provides contribution in concluding it in adequate manner.
Research Design: This is referred to as the appropriate framework that is adopted by
investigator in order to conduct appropriate research in best form (Kumar, 2019). Research
designs are mainly of many types that is experimental, descriptive, explanatory etc. In order to
conduct present investigation in appropriate manner researcher has made use of descriptive form
of research design that will help the investigator in presenting the information regarding
Artificial intelligence and its role in customer-brand relationship in detailed and meaningful
manner.
Data collection methods: Data collection is determined as the appropriate method
through which investigator gathers overall information associated with the research topic in
appropriate manner. It is mainly gathered into two main forms that primary method and
secondary method (Mackey and Gass, 2015). With reference to the present investigation,
researcher has made use of both the primary as well as secondary method with the motive of
completing this project in authentic manner within the provided time frame. In primary method
questionnaire has been selected by the investigator which has included total number of 9
questions. On the other hand, in secondary method books, journals, online articles and other
published data has been used by the investigator with the motive of developing effective

literature review section (Shahrabi and Khameneh, 2017). The main reason behind making use of
primary method is that it provides support in gathering the required level of fresh and
authenticates information. Whereas, if it is talked about the secondary information it can be that
the main reason behind choosing this method is that it is supportive ingathering maximum
information within the limited period of time. Also, the same method includes views, perception
and perspective of different authors which ultimately leads to attainment of valid research
outcome within the provide course of time. Along with this, the information derived with
literature review section directly helps investigator in developing questionnaire as it provides
base knowledge to the researcher about the topic with which they can easily develop
questionnaire and gathered recent information over the same from respondents’ side in rightful
manner.
Types of investigation: This methods of the methodological section simply emphasised
on the analytical part of every investigation which focuses on drawing valid outcome by
analysing overall information obtained from different sources. This analysis simply takes part in
two forms that qualitative and quantitative method (Flick, 2015). Qualitative type of
investigation simply includes human perception and viewpoint of different authors on the
proposed topic so that investigator can easily develop better result towards it in appropriate
manner as it contributes in obtaining valid research outcome. On the other hand, quantitative
form of investigations is mainly used by researchers for making their outcome more accurate and
to the point. It simply includes numerical data and statistical formulae that support them in
analysing overall developed information in simpler manner which leads to attainment of valid
research outcome (af Wåhlberg, 2017). With reference to the present investigation, qualitative
form of research investigation has been taken into consideration as it supports in analysing
overall information in detailed manner by including views and perception of the different
investigator on the common research problem which will further lead to attainment of valid
research outcome in appropriate manner. In addition to this, it can also be said that qualitative
investigation has also supported in presenting the in-depth understanding regarding study area
which further provides contribution in concluding it in adequate manner.
Sampling: Sampling is determined as the effective method of selecting proposed sample
size from the overall sample population. This sample size further supports investigator in
obtaining required information on the proposed topic in the appropriate manner. There are

mainly two forms of sampling technique which includes probabilistic and non-probabilistic form
of sampling (Bresler and Stake, 2017). Both the techniques are supportive for individual to draw
valid outcome towards the research by gathering information from the chosen sample size. With
reference to the present study conducted on the proposed research topic that is “Role of AI in
developing relationship between brands and customers”. Among them probabilistic technique
has been used by the investigator as it involve equal chances for each respondent to get selected
which help in avoiding the bias behaviour and at same time bring reliable information. Under
this technique main preferences was given to the random sampling method. Here, total 100
numbers of respondents has been selected for conducting present investigation in the appropriate
manner. All of these respondents will share their portion of the information with the respondent
that will further help them out in making appropriate conclusion towards the same in appropriate
manner (Irwin and Springgay, 2017).
Ethical consideration: It is highly important for every investigator to conduct research
on the proposed research problem in such a manner that do not raise any sort of chances legal
obligation in the near future. Ethical consideration of every investigation includes several aspects
such as completion to research within the provided period of time, not include any illegal
activity, and make use of available funds for the investigation purpose only that could maximize
its outcome and many others (Ledford and Gast, 2018). With reference to the present
investigation the respective research information has been gathered from both the primary and
secondary form of data collection which simply helps them out in obtaining valid research within
the available time period in appropriate manner. If it is talked about primary method, it can be
said that for conducting it in ethical manner investigator has taken consent from each and every
respondent so that valid outcome can be drawn on the same. Also, whenever the information is
being used by investigator for the research only that time also permission is taken from the
respective person so that valid outcome over the same can be drawn in appropriate manner
(Fletcher, 2017). Along with this, investigator also ensures the respondents that their provided
information will remain safe and confidential from the researchers’ side thus they will not face
any sort of issue related to the same. On the other hand, if it is emphasized on the secondary
method of data collection it can be said that research will gather all the required information
from the authenticate sources only. The main reason behind this is that the information published
on these sources is highly reliable. Also, another focus of investigator would be selecting articles

from the recent year published information only as it will support them in drawing research
outcome from the recent information only.
Validity and Reliability: Validity and reliability simply states that how effectively the
present investigation has been carried out which will contribute in drawing valid outcome
towards the same (Brannen, 2017). The data is also collected through questionnaire where
respondents and researcher do not interact directly that may influence the reliability and
authenticity of data.
FINDINGS/RESULTS
Data Analysis
QUESTIONNAIRE
Q1) Are you aware with the concept of Artificial intelligence? Frequency
a) Yes 80
b) No 20
Q 2) What are the main benefits of AI that can be attained by
businesses?
Frequency
a) Enhancement of organisational productivity 40
b) Quick accomplishment of organisational goals 30
c) Improvement in customers experiences 30
Q 3) As per your view point, which is the main reason associated
with AI that improves customer experiences?
Frequency
a) Customer centric tasks 45
b) Helps in depicting customers behaviour 30
c) Quick services for customers 25
Q 4) Does incorporation of artificial intelligence changes face of
customer services?
Frequency
a) Agree 75
b) Disagree 25
Q 5) Do you think, AI helps in increasing loyal customers for
businesses?
Frequency

a) Yes 82
b) No 18
Q 6) According to your perception, which one of the below stated is
the main medium of AI that improves customer experience?
Frequency
a) Facial recognition 30
b) Early alert systems 40
c) Personalised services 30
Q 7) What are the main ways by AI helps businesses in developing
their relationship with customers?
Frequency
a) Conversational Interfaces 25
b) Lean back customer interaction 35
c) Customer relationship platform 40
Q 8) What are the main challenges that would be faced by
businesses while implementing AI at workplace for improving
customer experiences?
Frequency
a) Huge implementation cost 45
b) Convincing employees for adaptation 20
c) Chances of technical failure 35
Q 9) According to you, which one of below can be used as the
alternative technology that could improve customer experiences?
Frequency
a) Big Data Analytics/ Machine Learning 30
b) Virtual Reality 35
c) Internet of Things(IoT) 35

Theme 1: Concept of Artificial intelligence
Q1) Are you aware with the concept of Artificial intelligence? Frequency
a) Yes 80
b) No 20
80
20
0
20
40
60
80
a) Yes
b) No
Interpretation: From the above mentioned graph, it is interpreted that AI is the popular
concept which is used by businesses for improvising their performances. It has also been seen
that maximum number of respondents are having knowledge over this modern form of
technology. Here, it can be said that around 80 respondents thinks that Yes they are having
detailed information over this technological form as they have read about it whereas if it is talked
about other respondents it has been analysed that these people have denied to the same concept
as they do not have any kind of information related to the same. The main reason behind this is
that they are less familiar with the technological oriented work. The concept of artificial
intelligence was also seen similar in the literature review section where author have also
expressed the same information.

Theme 2: Main benefits of AI that can be attained by businesses
Q 2) What are the main benefits of AI that can be attained by
businesses?
Frequency
a) Enhancement of organisational productivity 40
b) Quick accomplishment of organisational goals 30
c) Improvement in customers experiences 30
40
30 30
0
10
20
30
40
a) Enhancement
oforganisational
productivity
b) Quick
accomplishment
oforganisational
goals
c) Improvement
incustomers
experiences
Interpretation: Incorporation of AI at workplace brings range of benefits for the
businesses that include Enhancement of organisational productivity, Quick accomplishment of
organisational goals, Improvement in customers’ experiences and many others. On the basis of
above expressed graph, it has been seen that 40 people thinks AI helps company in improvising
their productivity as machinery’s working capacity is higher as compared to the manpower.
Whereas, other 30 have expressed that main benefit that would be attained by businesses is
quicker accomplishment of organisational goals and objectives. This is so because AI reduces
chances of delay in takes which ultimately leads to faster attainment of organisational goals. On
the other hand, the leftover 30 people believes that it maximises the customer experiences as AI
is able analyse customer behaviour in appropriate manner. The findings drawn with this is quite
similar to the thoughts expressed by Paschen, Kietzmann and Kietzmann, (2019) as according to
them the main benefit of AI whcih can be drawn by the businesses are enhancement of
organisational productivity.

Theme 3: Main reason associated with AI that improves customer experiences
Q 3) As per your view point, which is the main reason associated
with AI that improves customer experiences?
Frequency
a) Customer centric tasks 45
b) Helps in depicting customers behaviour 30
c) Quick services for customers 25
45
30
25
0
10
20
30
40
50
a) Customer
centric tasks
b) Helpsin
depicting
customers
behaviour
c) Quickservices
for customers
Interpretation: The above shown graph depicts that AI supports businesses in improvising
customer experiences. Here, it can be said that around 45 respondents’ thinks that the main
reason associated with AI helps Company in improving customer experience is customer centric
tasks. Whereas, other 30 has expressed that it contributes in depicting over customers behaviour
that further helps businesses in moulding their services accordingly. Whereas, the left over the 25
respondents believes that usage of Artificial Intelligence simplifies the work of employees which
ultimately results in the delivery of quicker services to the customers in appropriate manner. The
findings drawn with this is quite opposite to the thoughts given by Bresler and Stake, (2017) as
according to them main reason associated with AI that improves customer experiences is that it
helps in depicting customers behaviour

Theme 4: Incorporation of artificial intelligence changes face of customer services
Q 4) Does incorporation of artificial intelligence changes face of
customer services?
Frequency
a) Agree 75
b) Disagree 25
75
25
0
20
40
60
80
a)Agree
b)Disagree
Interpretation: Usage of artificial intelligence has helped businesses allot in delivering
best quality of services to the customers’ which maximises their satisfaction level at appropriate
manner. The above shown graph depicts that artificial intelligence has directly supported
businesses allot in changing face of customer services. Here, it has been seen that around 75
people thinks that AI directly changes face of customer services which means that with the usage
of AI it is easier for the company to provide actual required services to the customers that leads
to enhancement of their profitability in appropriate manner whereas other 25 people have
declined towards the same as according to them it is no use customer services can be easily
enhanced by providing services as per the manual analysis only. Concluded information with the
same is quite similar information expressed by the authors as it too states that artificial
intelligence changes face of customer services.

Theme 5: AI helps in increasing loyal customers for businesses
Q 5) Do you think, AI helps in increasing loyal customers for
businesses?
Frequency
a) Yes 82
b) No 18
82
18
0
20
40
60
80
100
a) Yes
b) No
Interpretation: From the above mentioned graph, it has been analysed that around 82
respondents have agreed to the same statement because they have seen many companies who
have used this technology and seen its positive influence in terms of enhancing loyal customers
towards the same. On the other hand, if it is talked about leftover respondents that is 18 from the
total of 100 it has been analysed that they have denied to the same thing because according to
them it makes no sense as customers loyalty can only be attained with better services at
affordable prices. This simply depicts that artificial Intelligence is determined as the most
appropriate service that supports businesses in enhancing loyal customers towards the
businesses. This is so because company is able to deliver best services to the customers
according to their core requirements. The same thoughts have been expressed by Datta, S.,
(2018), in the literature.

Theme 6: Main medium of AI that improves customer experience
Q 6) According to your perception, which one of the below stated is
the main medium of AI that improves customer experience?
Frequency
a) Facial recognition 30
b) Early alert systems 40
c) Personalised services 30
30
40
30
0
10
20
30
40
a) Facial
recognition
b) Earlyalert
systems
c) Personalised
services
Interpretation: The above expressed graph shows that 30 respondent believes that facial
recognition is main medium of AI which improvises customer experiences. On the other hand,
40 people think that early alert systems are expressed as the most effectual medium of AI that
leads to improvement in customer experiences. However, the leftover 30 people think that
personalised services are the another influential medium which leads to enhancement of
customer experiences as it satisfies customers at higher extent which leads development of
loyalty towards the company. From this, it can be said that artificial Intelligence is mainly
adopted by business organisation by making use of various mediums that ultimately results in the
improvement of customer experiences. Among them the main one is early alert systems.

Theme 7: Main ways by AI helps businesses in developing their relationship with customers
Q 7) What are the main ways by AI helps businesses in developing
their relationship with customers?
Frequency
a) Conversational Interfaces 25
b) Lean back customer interaction 35
c) Customer relationship platform 40
25
35
40
0
10
20
30
40 a)
Conversational
Interfaces
b) Leanback
customer
interaction
c) Customer
relationship
platform
Interpretation: AI supports business organisations in developing their own relationship with the
customers. The above specified graph depicts that 25 respondents thinks that conversational
interfaces is determined as the best way that leads to development of positive relationship with
the customers. Whereas, other 35 people thinks that Lean back customer interaction is most
effective way as it improvises conversation between company and customers’. The leftover 40
people think that customer relationship platform is acknowledged as another influential way
which leads to development of valuable relationship with customers. On the basis of this, it can
be further said that among the several ways that could be adopted by businesses with the motive
of developing their relationship with the customers, Customer relationship platform have been
acknowledged as the best one. This is quite similar to the findings drawn with the literature
review section.

Theme 8: Main challenges that would be faced by businesses while implementing AI at
workplace for improving customer experiences
Q 8) What are the main challenges that would be faced by
businesses while implementing AI at workplace for improving
customer experiences?
Frequency
a) Huge implementation cost 45
b) Convincing employees for adaptation 20
c) Chances of technical failure 35
45
20
35
0
10
20
30
40
50 a) Huge
implementation
cost
b) Convincing
employeesfor
adaptation
c) Chancesof
technical failure
Interpretation: Implementation of any of the technology might contain some challenges
too as it is difficult for the company to execute it within the in appropriate manner. According to
the above specified graph, it is interpreted that 45 people from the total of 100 respondents have
expressed that main challenge that is faced by the company towards the implementing Artificial
Intelligence is huge cost. It can be said AI is an expensive process thus company will require
huge money in order to implement this technology in appropriate manner. Whereas, other 20
people thinks that convincing employees for adaptation is another influential challenge that could
affect implementation of AI at workplace. Along with this, the remaining 35 respondents have
expressed that there are higher chances of technical failure is major challenge of AI
implementation in order to improvise customer experiences at workplace. Here, huge
implementation cost is determined as main challenge for the company whereas according to
Sterne, J., (2017), Chances of technical failure is the main challenge that would be faced by
businesses while implementing AI at workplace for improving customer experiences.

Theme 9: Alternative technology that could improve customer experiences
Q 9) According to you, which one of below can be used as the
alternative technology that could improve customer experiences?
Frequency
a) Big Data Analytics/ Machine Learning 30
b) Virtual Reality 35
c) Internet of Things(IoT) 35
30
35 35
27
28
29
30
31
32
33
34
35 a) BigData
Analytics/
Machine
Learning
b) Virtual Reality
c) Internet of
Things(IoT)
Interpretation: From the above mentioned graph, it has been analysed that technology is
upgrading with the passing time which simply means that Artificial intelligence can be further
replaced with any other technology that will also support the company in improvising customers
experience in appropriate manner. As per information specified in the above bar graph, it is seen
that 35 people believes that virtual reality can easily replace Artificial intelligence as the
alternative technology which results in the improvement in customer experiences. Whereas, if it
is talked about other respondents another 30 believes that Big Data Analytical/Machine learning
could also effectively replace AI. The leftover respondents that are 35 people thinks that Internet
of Things is best alternative technology which could replace AI and could also improve customer
experiences in appropriate manner. From this it can be said that Internet of Things (IoT) and
Virtual Reality are the alternative technology that could improve customer experiences.
ANALYSIS/DISCUSSION
With the help of above mentioned Literature Review section, it has been concluded that
Artificial intelligence is one of the most well known techniques used by large number of
organizations in the current business environment. It is process which simulates the whole
human intelligence which consists of consumption of computer system so that the overall work is

performed like human intelligence. It is a technique which consists of machine version, speech
recognition, natural language processing and many more. From the informtaion depicted in the
literature review section it has been analysed that in the present competitive marketplace,
concept of AI is increasing at regular basis as it help in enhancing different types of operational
areas. The respected section further specifies that artificial intelligence also help in simplifies the
functions which is performed by the HR of the organization in order to achieve the target. Apart
from this, by effectively implementing artificial intelligence at workplace, company can satisfy
the requirements of customers and maintain positive relationship with them for a longer period of
time. Literature review section help in identifying various roles as well as importance of artificial
intelligence which aid in developing positive customer relation at the marketplace.
On the other hand, it has been further acknowledged that artificial intelligence
technologies includes several sources which assist marketers’ in order to map each and every
phase of customer journey in lucrative form. Also businesses takes initiative in order to develop
positive relationship with customers so that they can retain their potential customers for longer
period of time. It simple terms, by adopting artificial intelligence, business entities or
organization can examine the present gap among customer experience, identify those gaps and
develop effective strategies so that positive relationship will be created and maintained by the
company. Various organizations and brand adopting artificial intelligence technology so that
they can provide them services according to their requirements and needs. This will assist them
in retaining their customers for longer duration of time as if they effectively implement artificial
intelligence technology within their organization they can identify the changing needs and
requirements of the user and provide those good and services which will satisfy their all essential
necessities.
Different authors have their own thought and views about implementation of artificial
intelligence as there are various benefits and advantages which assist an organization in a
positive manner at competitive marketplace. With the help of an analysis it has been concluded
that AI not only enhance the performance of work force but can also support a business entity in
order to improve their relationship with customers by identifying their changing requirements in
an effective manner and within given time period. This will assist business organization in order
to satisfy customers needs and wants in an effective manner so that they can remain loyal
towards the company for long duration. Therefore, it has been concluded that by adopting AI in

an effective manner, company can satisfy all the requirements of customers and create positive
customer relationship with them. As a result, adopting such techniques help in enhancing the
performance of staff members and as a result provide high quality service to their customers.
On the other hand, it has been identified that AI is defined as one of the most appropriate
technique which will assist in improvising the experience of customer in a faster way by
developing effective solutions. Furthermore, it can also be said that with the help of improved
services company can create positive brand image of business entity in front of consumer. This
as a result will influence customers’ interest so that they can retain them for longer period of
duration. Along with this artificial intelligence also examine the changing requirements of
customers and develop new products and services accordingly so that they can satisfy their needs
and wants in an effective manner.
Furthermore, it has also been identified from the literature section that the business
organization might adopt Chatbot options in their organization which is based on customer
support system. With the help of this support system business entity can reduce the issues as well
as challenges which are faced by consumers with minimum involvement of individuals in it. It
has also been analysed that with the help of this method, all the queries and problems faced by
customers can easily be reduced within given time period which help in maintaining customer
relationship for a longer period of time. While on the other hand, it has been analysed that
Internet of Things have been acknowledged as one of the most important and trendy that could
be further acquired by the businesses for developing their relationship with the customers. This is
so because as it provides better opportunity to the company to have better interaction with the
customers that would ultimately provide long term benefits to them in the near future.
Apart from this, the literature review section have further depicts that the main benefits of
Artificial Intelligence within an organization is that it simplifies the work of employees and
makes overall functioning smoother. On the contrary, if it is talked about the customers then it
can be said that incorporation of AI at workplace could directly enhances customers’ satisfaction
level. Some of the core benefits that are experienced by the customers are improving
personalised shopping experiences, automating customer interactions, real time assistance,
operational automations, prediction of outcome, improvement in the recruitment process and
many others.

However, in the literature it has also been observed taht improved services will directly
develop positive image of the company in front of the customer which will directly enhance
influence their interest to remain loyal with the company for longer period of time. Few among
the main features or technical advanced services that attract customers at higher level are face
recognition, speech and voice recognition, ability to understand the human emotions, predicting
consumer behaviour and many others. It can be said that all of them collaboratively improvises
customer experiences with one another and develops their positive relationship with the brand in
appropriate manner.
CONCLUSION AND RECOMMENDATIONS
Recommendations
Artificial intelligence is the technique of computer science that highlights the evaluation of
intelligence machine, working and thinking like humans. Artificial intelligence is in its
commencing stage where many organizations are investing resources in artificial intelligence
products and applications. Companies need to ensure that AI systems are simple and safe, and
needs to be an ongoing process through the life cycle of a given system. It is not a system which
companies can be completed and forgotten it is important to monitor it time to time to maintain
good relationship with customers. It is important for organizations to understand and examine the
problems related to the artificial intelligence system to develop relationship with new and
existing customers. Before releasing the artificial intelligence in the market companies need to
conduct research and create some strategies for successful execution of the system. If companies
maintain artificial intelligence system properly than it has low error rate as compared to humans.
Effective artificial intelligence system has incredible precision, accuracy, and speed this reduce
the work load of humans. Artificial intelligence can think logically without emotions, making
rational decisions with less or no mistakes. There are some gaps with respect to development of
artificial intelligence one of them is applications with poor communications so artificial
intelligence industry need to analyze this issue and enhance the communication of applications.
The lack of diversity in artificial intelligence is serious problem now a day’s, to solve this AI
industry need to analyze or measure progress of workplace cultures in the technology industry.
AI industry also need to set some standards and create some strategies to influence and attract the
organizations and customers. Artificial intelligence’s products and applications are really helpful

for an organization in building good relationship with the customers. Apart from this, it is further
recommended to the managerial team to revise their policies associated with technology so that
they can easily acquire it for the business growth purpose. In addition to this, managerial team
must also ensure that the acquired technology must not be misused by any of the employee that
could affect the brand image of the company.
CONCLUSION
With the help of above mentioned report, it has been concluded that artificial intelligence
plays very essential role in the growth and development of a business entity. It has been said that
with the help of artificial intelligence organization will be able to enhance their performance at
the competitive marketplace. With the help of implementing artificial intelligence in an effective
manner at the workplace, company will be able to identify changing requirements of customers
and then develop products and services accordingly. It has also been concluded that by
implementing AI in an effective way organization will be able to attract customers in an efficient
manner as they satisfy their needs and requirements by producing goods and services according
to their changing needs. Implementing effective artificial intelligence at workplace help in
improving the quality of services as well as customer relationship in an effective manner which
as a result assist in creating positive brand image of the company at the competitive marketplace.
Addition to this, With the help of literature review section different viewpoints of authors help in
increasing the understanding of researchers so that they can conclude in a positive manner. This
will aid them in achieving their target and predefined objectives in an effective manner and
develop positive relationship with their customers.
REFLECTION
Gibbs is acknowledged as the effective framework through which individual gets supports in
expressing its each and every experience of their life associated with the particular event in
effective way. The respective reflective cycle was given by Sir Graham Gibbs in the year 1988.
This framework was initially published in the book “Learning by Doing”. In this book, the
author has specifically mentioned that it is supportive for the individual to learn from several
situations of the life which is being experienced by them at constant basis. The learning can be
seen more effective and worthy when situation of the person’s life does not goes well as per their
planning.

In order to express my own experience related to the investigation, I have made use of
Gibbs reflective cycle in order to express experience in descriptive manner. Gibbs reflective
cycle is basically consists of 5 main stages. All of them are specified as below in detailed
manner:
Description: I have conducted an in depth research on the topic “Role of Artificial
Intelligence in developing relationship between customer and brand”. Here, main focus for
conducting this investigation was to develop detailed study on AI and how it contributes in
developing relationship among brand and customers. For carrying out this study in effective
manner, I have made use of both the primary as well as secondary methods with the motive of
determining maximum information on the proposed topic in such a manner that would contribute
in acknowledging required research outcome in an appropriate manner. In this, I have iniyially
gathered secondary sources with thee motive of developing effective literature review. After this,
primary information have been gathered by me and my team with the usage of questionnaire
tool.
Feelings: The feelings associated with this investigation were quite mix and match. This is
so because, in the initial time I was very happy as I knew that it is highly important opportunity
for me which would enhance my learning and also develop my skills that would bring success to
my personal as well as professional life in an appropriate manner.
Evaluation: The negative experience associated with the same was that there were many
respondents who do not wants to share their information to my team as these respondents feels
that the respective research is no use for them. This has directly demotivated my team as they
started thinking about the completion of the research within the available time frame. While, on
the other hand, the positive experience associated with the same was my strong communication
skills which have supported me a lot in convincing the respondents to share maximum
information along with the reliability. This has directly contributed in the completion of the
whole investigation in rightful manner within the provided period of time.
Conclusion: The overall conclusion drawn with my personal experience associated with the
investigation was that Artificial intelligence is really helpful for the organizations in maintaining
and developing good relationship with customers. Using AI, frequently in the form of chatbots,
companies can reduce friction for their customers and allow them to conveniently self-serve and
this build strong relationship. Before releasing artificial intelligence, companies need to release

trials or samples to make sure that it will not turn up into biases and error due to any problem in
system design companies can use various methods for testing. If the organizations release the AI
system successfully than they should continue to monitor or examine its use across different
circumstances and sections. Companies provide AI service to customers by using these services
they can self- serve without any human interaction and it is the key strategy for companies to
building a better relationship with customers. Customers want 24/7 service and it is hard for
humans but artificial intelligence make it easy and simple. The majority of customers do not
significantly differentiate between in person and digital environments and they are comfortable
in self-serving. The AI industry should hire experts of computer science and engineering and
ensure that they have good decision-making power and knowledge of their industry this will help
the industry in designing and creating innovative artificial intelligence systems and also attracts
the customers. Companies should develop safe and fair artificial intelligence system for their
customers.
Action: In order to conduct effective research in the near future on the same topic it can be
said that I will surely emphasize on determining my own knowledge towards other methods of
gathering primary information in an appropriate manner I would go for interview method with
the motive of conducting similar kind investigation an appropriate manner. Along with this, it
can be further said that interview method is more effective as compared to questionnaire one as it
includes open ended questions which provides complete liberty to the respondents to express
their thoughts towards the same questions as per their own will without feeling restricted to
something.

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ANNEXURE
Questionnaire
Questionnaire
Q1) Are you aware with the concept of Artificial intelligence?
a) Yes
b) No
Q 2) What are the main benefit of AI that can be attained by businesses?
a) Enhancement of organisational productivity
b) Quick accomplishment of organisational goals
c) Improvement in customers experiences
Q 3) As per your view point, which is the main reason associated with AI that improves
customer experiences?
a) Customer centric tasks
b) Helps in depicting customers behaviour
c) Quick services for customers
Q 4 ) Does incorporation of artificial intelligence changes face of customer services?
a) Agree
b) Disagree
Q 5) Do you think, AI helps in increasing loyal customers for businesses?
a) Yes
b) No
Q 6) According to your perception, which one of the below stated is the main medium of AI
that improves customer experience?
a) Facial recognition
b) Early alert systems
c) Personalised services
Q 7) What are the main ways by AI helps businesses in developing their relationship with
customers?
a) Conversational Interfaces

b) Lean back customer interaction
c) Customer relationship platform
Q 8) What are the main challenges that would be faced by businesses while implementing AI at
workplace for improving customer experiences?
a) Huge implementation cost
b) Convincing employees for adaptation
c) Chances of technical failure
Q 9) According to you, which one of below can be used as the alternative technology that could
improve customer experiences?
a) Big Data Analytics/ Machine Learning
b) Virtual Reality
c) Internet of Things(IoT)