AI in B2B Customer Communication: Impact on Sales in UK Retail Sector

This dissertation investigates the emergence of Artificial Intelligence (AI) in Business-to-Business (B2B) customer communications and its subsequent impact on sales generation within the UK retail sector, particularly focusing on ASOS. It begins by defining AI and its relevance to modern business, highlighting its potential to improve customer understanding and sales performance. The research aims to identify the importance of AI for B2B customer communications, examining the role of AI in the UK retail sector, discerning the requirements for AI implementation in B2B contexts (specifically within ASOS), and evaluating the challenges and effective ways to overcome them. The study employs research questions to explore the conceptual framework of B2B customer communications, the roles of AI, the requirements for AI adoption, the importance of AI in improving customer communication and sales growth, and the challenges and solutions associated with AI development within ASOS, ultimately aiming to provide insights for retail businesses looking to leverage AI for enhanced B2B interactions and increased profitability.

Dissertation
(To evaluate the emergence of AI in B2B Customer
Communications and its impact on sales generation
in retail sector of UK.)

CHAPTER 1: INTRODUCTION
AI stands for artificial intelligence which is regarded as the ability instigated within
processes that are related with machines. Artificial intelligence is a wide range branch of
computer science which is related with making the machine smarter so that they can perform
tasks that typically require human intelligence. This is regarded as the field in which significant
programming is provided to the machineries and smarter execution can be received by such
machines so that involvement of human can be minimised and accuracy can be maximised.
Artificial intelligence is the field which is associated with computer science and robust databases
so that problem solving environment can be given. This also encompasses of various sub-fields
in which machine learning and deep learning are being added. Artificial intelligence is related
with demonstrating intelligence by machines so that human like actions can be performed by
machineries. In the current time various businesses are using such terms so that to understand
their customers and to enable prominent communication with them. On the other hand, with the
help of artificial intelligence this would be easier for the business to improve their sales and
recognise their position in B2B market. In retail market as customer repetition is large so using
of artificial intelligence would be highly recommended and using this technology in significant
manner would be beneficial for the industry to develop their market insight and get access in
global manner. Using artificial intelligence future demand can be forecasted in such a manner
that right decisions can be taken by them and right product can be connected to the customers. In
the current time the market for B2B is increasing and in the same time higher opportunities are
created for such businesses to grow and expand their business. This is a revolutionary aspect in
which artificial intelligence is used within business and provide ultimate achievement to the
goals and objectives. The report is associated with analysing various measures related with
artificial intelligence within B2B business context so that to attain higher profitability and
developing business communications as well.
Significance of research
The current research is related with examining aspects related with AI in businesses so
that B2B dimensions can be improved. The information gathered by this research would help the
retail industry to adopt such trends in which they can encourage using of artificial intelligence
trend in their business. This is a misconception that artificial intelligence can be used within B2C

businesses but in current time artificial intelligence can be used so that to maximise business
functions in B2B businesses and would be helpful in understanding needs of other businesses. In
the current time the trend of online businesses have been emerged which has given highlight to
B2B transactions as these are beneficial for both the parties in terms of managing their business
and reaching out to their goals. This research is going to assist the reader in which he or she can
gather knowledge in respect of artificial intelligence and use the same in future perspective.
Research problem
This is analysed that in the current time of fierce competition, businesses are required to
emerge a way by that they can stand out of the league and acquire higher market share. In order
to develop their business in this way using of such tactics within business is required and that
would be advantageous in terms of maximising business profit and dealing with market scenario
as well. The major problem faced by the businesses are to acquire such edge in the business in
which prominent edge can be inhaled by the business in terms of competitive market and in the
same manner.
Motivation of research
The main motivation behind selecting this research topic is to understand the emerging
concept of B2B businesses and using of artificial intelligence in the same. In order to develop
interest within conducting the research I analysed that artificial intelligence is regarded as one of
the emerging trend which is required to be used by businesses and specifically in retail industry
so that to align business objectives with market trends. So the research would help me to develop
my knowledge in respect of B2B transactions and using artificial intelligence for such
transactions. On the other hand, the research would lead me to develop various skills such as data
collection, analytical skills, problem solving skills and many others and the same c an be used
my me in my future research and career perspective as well.
Research Aim: To identify the importance of growing AI for B2B Customer
Communications and its impact on sales generation in retail sector of UK
Research Objectives:
 To develop basic understanding about the B2B Customer Communications
 To identify the role of AI in retail sector of United Kingdom
 To discern the requirements of using AI in B2B within ASOS

 To examine the importance of AI for communicating with customers and improving their
sales growth in ASOS
 To evaluate the challenges that would be faced by ASOS while adopting AI in its B2B
 To investigate the effective ways for overcoming those challenges associated with AI
development within ASOS
Research Questions:
 What is the conceptual framework of B2B Customer Communications?
 What are the roles of AI in retail sector of United Kingdom?
 What are the requirements of using AI in B2B within ASOS?
 What is the importance of AI for communicating with customers and improving their
sales growth in ASOS?
 What are the challenges that would be faced by ASOS while adopting AI in its B2B?
 What are the effective ways for overcoming those challenges associated with AI
development within ASOS?
Outline of research methodologies