Umer Imran

Academic

Career

Verbatim text

Navigating the AI frontier: Exploring the impact of AI on 
marketing, customer experience, and brand relationships, while 
addressing AI threats 
AI is transforming how businesses conduct marketing practices making it crucial to understand 
how it affects customers. This research fills this gap by understanding its impact on customer 
experience and brand relationships while catering to the threats posed by AI.  
This research explores the impact of artificial intelligence (AI) marketing on customer experience 
and customer-brand relationships, as well as the potential risks of AI technology. AI marketing 
leverages machine learning, natural language processing, and various other AI techniques to 
tailor, enhance, and refine marketing initiatives and interactions with customers. Customer 
experience reflects the interactions and perceptions of customers with AI-driven marketing, 
while the customer-brand relationship represents the emotional bonds between customers and 
brands. AI threats are the possible challenges and issues that AI poses to customers, brands, 
and society. The article aims to understand how these variables are interrelated and how they 
might shape the future of marketing.  
Practical Implications: 
 Integration of AI in Marketing Frameworks: Findings can inform the integration of AI 
concepts and techniques into existing marketing frameworks, enhancing their relevance 
and effectiveness in the digital age. 
 Mitigation of AI Threats: Identification of potential risks associated with AI helps 
businesses to proactively address and mitigate these threats, safeguarding brand 
reputation and customer trust.  
 Informed Decision-Making for Businesses: Businesses can utilize the findings to optimize 
their AI marketing strategies, ensuring they attract and retain customers effectively. 
 
Area of Study: 
Marketing 
Supervisor Name: 
Ms. Sarah Khan 
Group Members: 
Umer Imran (20I-0024)

AI enrichment