Understanding customer data with AI recommender systems in the automotive industry

Min Hui Ang; Graeme McLean; Martin Halvey

Abstract

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).

Original language	English
Publication status	Published - 17 May 2023
Event	48th Academy of Marketing Science (AMS) Annual Conference 2023 - Hilton New Orleans Riverside, New Orleans, United States Duration: 17 May 2023 → 19 May 2023 Conference number: 48th https://www.ams-web.org/event/2023AC

Conference

Conference	48th Academy of Marketing Science (AMS) Annual Conference 2023
Abbreviated title	AMS-AC-2023
Country/Territory	United States
City	New Orleans
Period	17/05/23 → 19/05/23
Internet address	https://www.ams-web.org/event/2023AC

Keywords

relationship marketing
personalisation
artifical intelligence

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

Understanding-customer-data-with-AI-recommender-systems-in-the-automotive-industryAccepted author manuscript, 254 KBLicence: Strath_1

Cite this

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title = "Understanding customer data with AI recommender systems in the automotive industry",

abstract = "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).",

keywords = "relationship marketing, personalisation, artifical intelligence",

author = "Ang, {Min Hui} and Graeme McLean and Martin Halvey",

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language = "English",

note = "48th Academy of Marketing Science (AMS) Annual Conference 2023, AMS-AC-2023 ; Conference date: 17-05-2023 Through 19-05-2023",

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T1 - Understanding customer data with AI recommender systems in the automotive industry

AU - Ang, Min Hui

AU - McLean, Graeme

AU - Halvey, Martin

N1 - Conference code: 48th

PY - 2023/5/17

Y1 - 2023/5/17

N2 - 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).

AB - 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).

KW - relationship marketing

KW - personalisation

KW - artifical intelligence

UR - https://www.ams-web.org/annual-conference

M3 - Abstract

T2 - 48th Academy of Marketing Science (AMS) Annual Conference 2023

Y2 - 17 May 2023 through 19 May 2023

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