Research Proposal: AI's Influence on Customer-Brand Relationships

This research proposal investigates the critical role of Artificial Intelligence (AI) in cultivating and strengthening customer-brand relationships. The study aims to determine how AI influences these connections, identifying the benefits of AI integration within organizations and examining its impact on effective customer-brand interactions. The research also seeks to provide actionable recommendations for brands on effectively integrating AI to enhance customer relations. The proposal includes a comprehensive literature review exploring the concepts of AI, its benefits, and its influence on customer relationships, along with a discussion of research methodology, limitations, and future recommendations. The proposal highlights the importance of AI in today's rapidly evolving technological landscape, where understanding and meeting changing customer needs is crucial for business success. The study aims to contribute valuable insights to brands seeking to leverage AI for improved customer experiences and brand loyalty.

Research Proposal
Role of AI in building customer brand relationship

Table of Contents
TOPIC:- “The role of Artificial Intelligence in developing customer-brand relationship.”............3
1 INTRODUCTION........................................................................................................................3
Research Aim:-.......................................................................................................................3
Research Objective.................................................................................................................3
2 RESEARCH BACKGROUND AND QUESTIONS...................................................................3
3LITERATURE REVIEW..............................................................................................................4
The concept of Artificial Intelligence.....................................................................................5
The benefits of Artificial Intelligence within an organisation................................................5
Influence of Artificial Intelligence in developing effective customer and brand relationship6
Recommend the ways a brand can integrate Artificial Intelligence to improve customer
relations..................................................................................................................................8
RESEARCH METHODOLOGY.....................................................................................................9
LIMITATION AND FUTURE RECOMMENDATION..............................................................10
SCHEDULE OF WORK...............................................................................................................10
REFRENCES.................................................................................................................................13

TOPIC:- “The role of Artificial Intelligence in developing customer-brand
relationship.”
1 INTRODUCTION
In today's technological world it become easier for people to access larger number of
information much quickly which also increases the fluctuation in the need and expectation of
customers toward an organisation. So, it become quite difficult for the businesses to determine
about the changing need and demand of customers and deal with them. But as the technology is
growing at a rapid pace, several organisations started using Artificial intelligence in order to
determine the next move of customers or for improving their customer journey (Shahrabi and
Khameneh, 2017). This is so because the Artificial Intelligence had made it possible to develop a
big data and get advanced analytic solution which provide a clear picture of customers demand
to the organisation which in turn further support them in keeping customer satisfied and build up
strong relationship with them. Hence, this study is conducted to examine about Artificial
Intelligence in strengthening the relationship between customer and brand.
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.
2 RESEARCH BACKGROUND AND QUESTIONS
Artificial intelligence is defined as simulation of intelligence process of human being
with the help of computer which include expert system, speech recognition, natural language
processing(NLP) and machine vision. Artificial intelligence concept is getting more and more
popular among corporate world in order to simplify as well as enhance the quality of their
operations. It plays a significant role in dealing with the changing demand and expectation of

customers. The AI marketing is very much helpful to an organisation success as it help in
improving its performance and at the same time help in developing better relationship with
customers (Steels and Brooks, 2018). This is so because it provide an organisation with benefits
like big data, machine learning, powerful solution etc. which support an organisation in ensuring
that the right information or product get deliver to an individual on timely manner. In addition to
this it also help in determining the upcoming trends, customer expectation and ways to interact
with them. These all in turn help in keeping the product or services of an organisation aligned
with the expectation of customers and making them available at their service that further
contribute toward building up strong and positive relationship among brand and customers.
This study will involve a detailed description regarding the role of Artificial intelligence
within improving the marketing practices and ways through which artificial intelligence can be
involved with marketing practices. This will further support in providing knowledge to players
who are already into these practices and also help in forming up better strategies. Additionally
this research would also include primary information regarding topic area that further contributes
toward upgrading the existing knowledge which is available through the existing line of
arguments (Jarrahi, 2018). Additionally it will also put emphases over determining the
challenges that an organisation phase while operating Artificial intelligence which is crucial to
determine as it help in making brands aware about issue that they may face and ways to deal with
them. The main research questions over which the investigation depends are,
 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 ?
3LITERATURE REVIEW
Literature review is defined as the process of gathering the information from several
secondary sources and then critically evaluating the view point of authors to extract the most
meaningful information for determining the nature of study (Machi and McEvoy, 2016).

The concept of Artificial Intelligence
As per the information provided by Valtteri Kaartemo, Anu Helkkula, 2018, Within this
technological world the AI or robot become common within market and its everyday lives that
are changing the ways in which value get co-created and experienced. It has been identified that
mainstream marketing criticized due to its incapability to study fast so through this an attempt is
made to induce technological changes in market by presenting the issues that an organisation
face when it perform marketing without using AI and how AI benefit it to improve performance.
As per the view point of Valtteri Kaartemo, Anu Helkkula, 2018, artificial intelligence is
considered as the simulation of human intelligence within a machine that can thing and perform
action like a human. It is also a machine-based practices where a machine has a capability to
learning and problem solving as a human being. The artificial intelligence is also very much
popular among big corporates as they use it for virtual assistance to remain all time available to
customers and resolve their issues to build up strong relationship.
The author’s purpose, approach or methods, hypothesis, and major conclusions
The main purpose of author behind conducting this study is to determine the current state
of art of AI and robots within marketing and service research for value co-creation. In order to
perform this study the researcher make use of literature review as a method of gathering the data
regarding current study area which help in gathering the larger amount of data to develop an
understanding regarding current study area.
Conclusion:- From this article it has been identified that the marketing can be learnt
through machine learning by getting new structure and theories which support a firm in
developing an understanding regarding the use of big data. Additionally AI also influence over
the future of retailing as it help in providing the beneficiaries information as well as provide
suggestions. This means that AI may bring up direct influence over consumer behaviour in both
term such as offline and online.
The benefits of Artificial Intelligence within an organisation
According to research conducted by, Ransbotham, Sam; Kiron, David; Gerbert, Philipp; Reeves,
Martin, 2017, the artificial intelligence is also getting very much famous within business
operations but the leaders of an organisation aren't sure about it and manner in which they must
fit AI in business model. Additionally, they stated that by deploying the right kind of AI
technology a business become able to gain ability to optimise and automate the processes of

business for enhancing efficiency and productivity. Other than this it also help in making
business decision quickly by using cognitive technologies. Despite of this AI also provide a
platform to enhance the interaction between the brand and customers by providing 24 hour
availability to serve them online.
The author’s purpose, approach or methods, hypothesis, and major conclusions
The main purpose of author behind conducting this study is to provide the baseline
information over the strategies that are used by companies operating in AI, steps that an
executive need to take for business and prospects for growth. The researcher adopt survey and
interview as a main method to conduct study where the global survey is being performed over
more than 3000 executives, managers and analysts throughout industry and in-depth interview
over more than 30 technological experts and executives.
Conclusions
From this study it has been identified that the gap between the ambition and execution is
relatively higher within most of the companies. But around three quarter executives believe that
AI support an organisation to move into a new business that brings up success.
Influence of Artificial Intelligence in developing effective customer and brand relationship
As per investigation performed by, Jagdip Singh, Karen Flaherty, Ravipreet S. Sohi, Dawn
Deeter-Schmelz, Johannes Habel, Kenneth Le Meunier-FitzHugh, Avinash Malshe, Ryan
Mullins & Vincent Onyemah, 2019, The digital technologies are getting more advanced and
popular within the organisational practices which support in enhancing the operational
efficiency. But larger number of organisation are unaware about these benefits that AI deliver to
them. So for creating awareness regarding this the study is being conducted.
As per the view point of Singh. J and et. al., 2019, the artificial intelligence support a virtual
assistance to the customers in order to ensure that they get more personalise services and remain
connected with brand. For this a framework is being connected with this discussion which was
given by a Keller i.e. Customer based brand equity model.

This model present a customer and brand relationship in term of stages to which it go
through to get more stronger. These stages are Brand identity, brand meaning, brand response
and resonance which represent that first of all brand identity required to establish and with that
meaning or reason behind its existence is presented to customers. Later on this bond get stronger
by connecting it with eth consumer brand through its services and assistance at brand response or
resonance stage. So, by connecting the brand and customer interaction with AI it become easier
for organisation to remain all time available to customers and provide them information they
need and resolving their queries quickly which are not possible for human being on instant basis.
The author’s purpose, approach or methods, hypothesis, and major conclusions
The main purpose of author behind conducting this study is to analyse the influence of
sales digitalization technologies over the business operations and manner in which it is helpful
within the organisational success. For conducting the study, researcher make use of secondary
data collection method.
Conclusions
From the available information it has been identified that AI has great scope and
influence over sales profession and value creation at both organisational and personal level.
Additionally, AI also support within the field of personal selling and sales management by
explaining about the sales force automation and front line sales technology.

Recommend the ways a brand can integrate Artificial Intelligence to improve customer relations
As per the research conducted by Dogan Gursoy, Oscar Hengxuan Chi, Lu Lu, Robin
Nunkoo, 2019, the development and utilisation of AI devices has gain momentum in last few
years which increases the competition among the corporates as they started using AI in there
operations. But majority of organisation are not much into this technology and ways to
implement it.
The author’s purpose, approach or methods, hypothesis, and major conclusions
The main purpose of Author behind this study is to explain about the customer's
willingness to accept the AI device while encountering services. Additionally, researcher used a
AISUA model for determining connecting it with organisation operations and customer
acceptance. For conducting this research the survey method is used which is divided into two
part where first section involve demograHart, C., 2018.phic information while second section
involve main questions.
Conclusions
From this study it has been identified that the performance as well as effort expectancy
are consider as most crucial antecedents of customers which support in influencing them to
accept the AI devices while availing the services.
Discussion:-
As per the view point of Martin Frascaroli, 2019, Artificial Intelligence has now become
more and more popular among several organisations in order to implement innovative strategies
within different areas of companies. Artificial intelligence is becoming more pervasive these
days as it support in making daily tasks more easier for the companies and consumers also likely
to get adaptive toward artificial intelligence. This is so because AI support in fixing up the
common errors involve in traditional customer services such as lack of interaction, delay
deliveries, lack of personalisation, lower availability etc. where customers need support from an
organisation even after business hours. These issues are arising due to absence of customer
centric strategies, but organisations are now using Artificial Intelligence to tackle these issues.
As Artificial Intelligence provide a virtual support that allow an organisation to remain their 24/7
to support their customers in term of issues they are having. In addition to this it also support in
providing a platform to interact with customers by performing regular communication and

managing flow of information on regular basis that not only help in building positive image but
also contribute toward contribute toward keeping them engage with brand.
On the other side as per the study performed above over article given by Dogan Gursoy,
Oscar Hengxuan Chi, Lu Lu, Robin Nunkoo, 2019, it has been identified that AI devices help in
connecting customers directly with the brand as a result of which it provide them several other
factors that contribute toward forming up better decision. This is so because purchasing decision
are very much influence by the social groups or norms. Therefore, AI support in connecting
potential customers with the existing one where they can review about the product and on the
other side can resolve their queries from anytime and anywhere with the help of virtual
assistance provided by the brand. These is so because there are number of benefits that customers
get with the help of AI integration performed by an organisation that contribute toward
strengthening the customers and brand relationship. These benefits includes greater control over
the communication and interaction with employees, faster resolving of issues, less consumer
efforts, more customized services and greater privacy or security.
RESEARCH METHODOLOGY
Research design:- For performing this study descriptive research design is chosen which
allows the investigator in representing the information regarding Artificial intelligence and its
role in customer-brand relationship in detailed and meaningful manner (Walliman, N., 2017).
Research approach:- The approach followed within n investigation support a researcher
in analysing the gathered information to represent valid findings. Inductive and deductive are
two type of approaches from them, inductive approach with this the researcher would be able to
analyse the qualitative data effectively and with deep analysis it become easier to reach up to
more reliable and valid outcome through study.
Type of investigation: - The investigation is performed using two ways such as
qualitative and quantitative among them qualitative mean of investigation will be taken into
consideration. As quantitative investigation will support in presenting the understanding
regarding study area using numerical facts and figures.
Sources of data collection: - There are two sources through which information is gathered
for a investigation such as primary and secondary sources of data collection. Here primary
information will be collected using questionnaire and secondary will be gathered using literature

review. It allows in critically evaluating the data already presented by scholars in order to
develop better understanding about the concept (Tuohy, D. and et.al., 2013).
Sampling technique:- The sampling technique for an investigation are probabilistic and
non-probabilistic, among them probabilistic technique will be used as it involve equal chances of
each respondent to get selected which help in avoiding the bias behaviour and at same time bring
reliable information (Fletcher, 2017). The sample size for investigation would be 40 respondents.
Data analysis: - It involves the process of analysing and evaluating the gathered data to
convert it into meaningful information. Under this several techniques will be used, but to
perform this study the content analysis will be used where each question will be entitle with a
theme that give a hint about further going discussion. Additionally the data will be presented
using graphs and charts to make it more meaningful.
LIMITATION AND FUTURE RECOMMENDATION
The main limitation for conducting this study is that the time and cost provided for
research is very much limited. On the other side the data is also collected through questionnaire
where respondents and researcher do not interact directly that may influence the reliability and
authenticity of data.
Hence, over this it is recommended that in future researcher must use interview for
conducting the investigation as it involve face to face interaction with respondents that ensure
gathering of larger amount of information.
SCHEDULE OF WORK

REFRENCES
Books & Journals
Gursoy, D., Chi, O.H., Lu, L. and Nunkoo, R., 2019. Consumers acceptance of artificially
intelligent (AI) device use in service delivery. International Journal of Information
Management, 49, pp.157-169.
Jarrahi, M.H., 2018. Artificial intelligence and the future of work: Human-AI symbiosis in
organizational decision making. Business Horizons, 61(4), pp.577-586.
Kaartemo, V. and Helkkula, A., 2018. A systematic review of artificial intelligence and robots in
value co-creation: current status and future research avenues. Journal of Creating
Value, 4(2), pp.211-228.
Machi, L.A. and McEvoy, B.T., 2016. The literature review: Six steps to success. Corwin Press.
Ransbotham, S., Kiron, D., Gerbert, P. and Reeves, M., 2017. Reshaping business with artificial
intelligence: Closing the gap between ambition and action. MIT Sloan Management
Review, 59(1).
Shahrabi, J. and Khameneh, S.M., 2017. Development of a hybrid system of artificial neural
networks and artificial bee colony algorithm for prediction and modeling of customer
choice in the market. Journal of Fundamental and Applied Sciences, 9(1S), pp.154-183.
Singh, J., Flaherty, K., Sohi, R.S., Deeter-Schmelz, D., Habel, J., Le Meunier-FitzHugh, K.,
Malshe, A., Mullins, R. and Onyemah, V., 2019. Sales profession and professionals in
the age of digitization and artificial intelligence technologies: concepts, priorities, and
questions. Journal of Personal Selling & Sales Management, 39(1), pp.2-22.
Steels, L. and Brooks, R., 2018. The artificial life route to artificial intelligence: Building
embodied, situated agents. Routledge.
Tuohy, D. and et.al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Walliman, N., 2017. Research methods: The basics. Routledge
Wang, X., Li, X. and Leung, V.C., 2015. Artificial intelligence-based techniques for emerging
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Online
Frascaroli. M., 2019. How can AI improve a brand’s relationship with its clients? [Online]
Available through: <https://hackernoon.com/how-can-ai-improve-a-brands-relationship-
with-its-clients-8cbf7bacd768>./