Understanding customer data with AI recommender systems in the automotive industry

Ang, Min Hui and McLean, Graeme and Halvey, Martin (2023) Understanding customer data with AI recommender systems in the automotive industry. In: 48th Academy of Marketing Science (AMS) Annual Conference 2023, 2023-05-17 - 2023-05-19, Hilton New Orleans Riverside.

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Marketing has evolved from transactional to relationship-based (Sheth and Paravatiyar, 1995a) and businesses are now focusing on developing long-term relationships rather than short-term high-volume transactions (Osman, Hemmington and Bowie, 2009). The key to relationship marketing is targeting customers as individuals with unique needs and wants which the personalisation approach would be highly effective to establish a stronger one-to-one relationship with customers (Halima et al., 2011). The concept of personalisation has always been crucial to marketing. However, the rapid advancement of artificial intelligence (AI) and information technology has heightened the significance of this phenomenon for all types of marketing initiatives (Aksoy et al., 2020). The increasing popularity of AI applications is credited to its high degree of real-time personalisation where its paradigm has shifted from a rule-based expert system to a deep-learning based (Kumar et al., 2019).