Contemporary Tools for Creating Customer Value

Purpose: The purpose of this paper is to explore the integration of Artificial Intelligence (AI) in marketing and its transformative role in creating customer value. The study focuses on how AI technologies-such as machine learning, natural language processing, and predictive analytics-enhance personalization, predict customer behavior, and improve operational efficiency in business practices. The research also examines the challenges businesses face in integrating AI into marketing strategies and offers recommendations for maximizing customer satisfaction and loyalty through AI-driven approaches. Design/Methodology/Approach: The paper is based on a selective literature review combined with an analytical approach to evaluate the application of AI technologies in marketing. It reviews key academic sources and industry reports, focusing on case studies and examples of contemporary AI tools used by businesses to personalize customer experiences, enhance predictive analytics, and optimize customer support operations. This method allows for a focused analysis of the most relevant and impactful research and applications within the field. Findings: The research highlights that AI significantly improves customer value by enabling businesses to offer highly personalized experiences, predict consumer needs more accurately, and streamline operations. However, it also identifies key challenges, such as data privacy concerns and the high cost of technology adoption, which need to be addressed for effective AI implementation. The findings provide actionable recommendations for businesses on how to integrate AI technologies strategically to enhance customer satisfaction, loyalty, and overall value. Practical Implications: The paper provides practical guidance for businesses seeking to leverage AI to improve customer engagement and value. It outlines best practices for incorporating AI into marketing strategies, focusing on investment priorities, data management practices, and staying updated on technological advancements. The insights can be valuable for companies aiming to enhance their competitive advantage through AI-driven marketing approaches. Originality/Value: This research contributes to the growing body of knowledge on AI in marketing by offering a detailed examination of how AI tools create customer value. The originality of the study lies in its integrated perspective on the interplay between AI technologies and customer-centric strategies, making it a useful resource for both academics and practitioners.