"IMPACT OF ARTIFICIAL INTELLIGENCE ON CUSTOMER EXPERIENCE IN OMNI-CHANNEL MARKETING: WITH SPECIAL REFERENCE TO CHENNAI CITY"

Abstract

Artificial Intelligence integrated into omni-channel marketing is going to revolutionize customer experiences by providing seamless experiences among both digital and physical channels. This paper discusses how AI increased the dimensions of personalization and convenience, thus making customer shopping more efficient and effective. AI-powered personalized recommendation engines, including Amazon Personalize, Chatbots, and Macy's on-call, have restructured customer journeys by offering optimized suggestions based on preference analysis and real-time support. A systematic survey was conducted among consumers in Chennai to analyse their experiences with these technologies. The results indicated that AI powered up customer experiences by saving time in product findability, consistency across channels, and highly personalized services. Issues related to data privacy, less accurate recommendations at times, and reduced human interaction in support services remain some of the challenges. Consumers generally view AI as a game-changing tool that has enhanced their shopping experiences. It is concluded herein that AI stands pivotal in enhancing the dimensions of personalization, convenience, and engagement in omni-channel marketing.