Analyzing AI's Impact on Customer-Brand Relationship Development

This report investigates the significant role of Artificial Intelligence (AI) in cultivating robust customer-brand relationships. The study delves into the advantages of AI within organizations, examining its influence on effective customer interactions and brand loyalty. The research employs both primary and secondary sources, analyzed quantitatively and descriptively, including a survey of 100 respondents. Key findings highlight AI's positive impact on service quality and customer relations, leading to an enhanced brand image in the competitive market. The report provides strategic recommendations for businesses aiming to integrate AI to improve customer relations, covering personalized shopping experiences, automation of customer interactions, real-time assistance, and operational automations. The report concludes with insights into how AI can be used to understand customer needs and expectations, ultimately fostering stronger customer connections and driving business success.

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