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Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept remains underexplored in AI marketing research and practices. This study aims to introduce the concept of AI-enabled personalization (AIP), understand the applications of AIP throughout the customer journey and draw up a future research agenda for AIP.

Drawing upon Lemon and Verhoef's customer journey, the authors explore relevant literature and industry observations on AIP applications in interactive marketing. The authors identify the dilemmas of AIP practices in different stages of customer journeys and make important managerial recommendations in response to such dilemmas.

AIP manifests itself as personalized profiling, navigation, nudges and retention in the five stages of the customer journey. In response to the dilemmas throughout the customer journey, the authors developed a series of managerial recommendations. The paper is concluded by highlighting the future research directions of AIP, from the perspectives of conceptualization, contextualization, application, implication and consumer interactions.

New conceptual ideas are presented in respect of how to harness AIP in the interactive marketing field. This study highlights the tensions in personalization research in the digital age and sets future research agenda.

This paper reveals the dilemmas in the practices of personalization marketing and proposes managerial implications to address such dilemmas from both the managerial and technological perspectives.

This is one of the first research papers dedicated to the application of AI in interactive marketing through the lenses of personalization. This paper pushes the boundaries of AI research in the marketing field. Drawing upon AIP research and managerial issues, the authors specify the AI–customer interactions along the touch points in the customer journey in order to inform and inspire future AIP research and practices.

Advances in technology have given rise to an increased demand by small businesses for personalised e-government services. Given the importance of small businesses to the Australian economy, it is vital to deliver small business-centric services that offer potential to generate value. To do that effectively, government departments need to understand factors that affect small business. The purpose of this study is to explore how preferences for personalised services and the use of intermediaries affect small business participation behaviour and, in turn, stimulate positive outcomes that are of interest to the government.

This study draws on secondary data from a survey of 800 Australian small businesses about the digital services offered by a large government department. Structural equation modelling was used to empirically test the model.

The findings demonstrate that whilst preference for personalisation has a positive relationship with participation behaviour, reliance on an intermediary does not. While such behaviour fosters emotional connection and perceptions of partner quality, the results of this study show no significant impact on satisfaction.

This study advances knowledge about how small businesses can gain value from personalised support services. Importantly, it focuses on participation behaviour and small business – both of which are largely absent from existing studies. The findings can assist government departments to design personalised services that are valued by small businesses.

The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In particular, this paper focuses on the objectives of these digital communication tools for the marketing strategies of B2B white goods firms.

As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data was triangulated with secondary data about the white goods industry, such as sector reports.

The findings of this paper show an acceleration in the adoption of digital communication tools among B2B firms after COVID-19. The authors also discuss the effects in the use of such tools both in the short and long term.

This paper attempts to contribute to the B2B marketing literature by providing an original analysis of the consequences of the COVID-19 outbreak focusing on the use of digital communication tools among white goods firms. It also provides managerial implications for firms operating in B2B.

The purpose of the study is to reach an in-depth understanding of personalization and its components by developing a comprehensive definition of the concept in fashion. Moreover, it aims to clarify the open debate of the use of the terms personalization and customization.

The Delphi method was utilized for this study in order to collect the opinions of experts. This method is considered appropriate for reaching consensus among experts regarding a topic that is subject to debate.

The study provides a definition of personalization in fashion which is relevant in the current digital context, and it identifies the building components of the concept. By developing a definition of personalization, it also clarifies the meaning of customization in fashion and suggests a possible explanation for the use of the different terminologies among experts.

This study contributes to the personalization and customization debate by providing an expert perspective on the topics specific to the fashion industry and by offering insights into open debates that have limited its advancement. The definition represents an interesting theoretical contribution and offers avenues for further research. Moreover, it can be applied by fashion practitioners to guide the development of personalization strategies.

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

The change in the technological environment within the macro-environment factors in recent years affects states, businesses, societies and individuals and concerns not only technology-based sectors but also many fields. In particular, trends such as artificial intelligence, metaverse, robotics, advanced connectivity, the Internet of Things, big data, small data, blockchain, cloud technologies and reality technologies, which are called new technology, are developing very quickly compared to the past and expanding their global usage areas. Creating strategies and policies without considering these factors creates problems in many areas. These problems are marketing, competition, cost, efficiency and productivity.

Reality technologies, which are the research area in this chapter and enable users to interact with the digital world, have a wide application area in the tourism industry. With technological tools such as smartphones and virtual reality (VR) glasses; personalisation, interactive experience, information gathering and decision-making; many different solutions are produced in areas such as education, service and security. Along with its many advantages, the disadvantages of reality technologies and the negative outputs of this transformation are significant for the understanding and future of the subject.

The impact of artificial intelligence (AI) and extended reality (XR, including virtual reality [VR], augmented reality [AR], and mixed reality [MR]) on marketing in Industry 5.0 and Society 5.0 is explored with systematic literature review in this chapter. AIXR is becoming a necessary aspect of marketing, driven by efficiency, productivity, and innovation. Despite AI's capabilities, the human touch in marketing is preferred due to superior adaptive, creative, and innovative abilities. The use of fully automated marketing systems is limited to specific tasks. This research will benefit both practitioners and academics focusing on AIXR in marketing and is limited by the number of included literature.

This paper aims to explore the meaning of smart office environments from a user perspective by investigating user preferences and expectations.

Eleven semi-structured interviews with the users after moving into a smart office building of a Dutch Municipality and an observation as complementary data were conducted. The data were analysed based on the grounded theory and thematic analysis, combining a reflexive approach to the literature review.

Two main themes were revealed addressing user expectations and preferences for smart office environments: “enhanced interaction” with the social and physical office environment and “sense-making” of the smart concept (or smartness). Within these themes, basic and smart office aspects were identified and classified based on their association with smart office concepts or technology.

The findings reveal the meaning of the smart office concepts from a user perspective by highlighting the importance of user experience on enhanced interaction and sense-making of the smart office concept, equipped with basic and smart aspects.

To the best of the authors’ knowledge, this study is the first to qualitatively examine drivers underlying the meaning of smart office concepts from a user point of view. Organisations, environmental psychologists, designers and managers can use the findings of this study to develop guidelines for a successful smart office design.

Various consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This study aims to synthesize the literature related to consumer–AI interaction using the customer journey framework, identify the factors affecting AI's effectiveness in interactive marketing and offer an agenda for future research.

This study undertakes a framework-based systematic review of 239 articles on AI in marketing from the consumer perspective published in peer-reviewed journals from 2007 to 2021.

This review identifies the roles of AI touch points and factors affecting the acceptance and effectiveness of consumer–AI interaction in each stage of the customer journey.

This study is the first to review the existing literature using a customer journey framework to identify the factors that influence customer interactions with AI touch points at each purchase stage and pave the way for future research.

This study examines the Robo-Advisors (RA) based on Artificial Intelligence (AI), a new service that digitises and automates investment decisions in the financial and banking industries to provide low-cost and personalised financial advice. The RAs use objective algorithms to select portfolios, reduce behavioural biases, and improve transactions. They are inexpensive, accessible, and transparent platforms. Objective algorithms improve the believability of portfolio selection.

This study adopts a qualitative approach consisting of an exploratory examination of seven different RA case studies and analyses the RA platforms used in the banking industry.

The findings provide two different approaches to running a business that are appropriate for either fully automated or hybrid RAs through the realisation of two platform model frameworks. The research reveals that relying solely on algorithms and not including any services involving human interaction in a company model is inadequate to meet the requirements of customers in decision-making.

This study emphasises key robo-advisory features, such as investor profiling, asset allocation, investment strategies, portfolio rebalancing, and performance evaluation. These features provide managers and practitioners with new information on enhancing client satisfaction, improving services, and adjusting to dynamic market demands.

This study fills the research gap related to the analysis of RA platform models by providing a meticulous analysis of two different types of RAs, namely, fully automated and hybrid, which have not received adequate attention in the literature.