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Customers today expect businesses to cater to their individual needs by tailoring the products they purchase to their own preferences. The term “Industry 5.0” refers to a new wave of manufacturing that aims to meet each customer's unique demands. Even while Industry 4.0 allowed for mass customization, that wasn't good enough before, customers today demand individualized products at scale, and Industry 5.0 is driving the transition from mass customization to mass personalization to meet these demands. It caters to the individual needs of each consumer by meeting their demands. More specialized components for use in medicine are made possible by the widespread customization made possible by Industry 5.0. These individualized parts are included into the medical care of the patient to meet their specific needs and preferences. In the current medical revolution, an enabling technology of Industry 5.0 can produce medical implants, artificial organs, bodily fluids, and transplants with pinpoint accuracy. With the advent of AI-enabled sensors, we now live in a world where data can be swiftly analyzed. Machines may be programmed to make complex choices on the fly. In the medical field, these innovations allow for exact measurement and monitoring of human body variables according to the individual's needs. They aid in monitoring the body's response to training for peak performance. It allows for the digital dissemination of accurate healthcare data networks. In order to collect and exchange relevant patient data, every equipment is online.

The fifth industrial revolution, known as Industry 5.0, envisions an industry that is innovative, resilient, socio-centric, and competitive while minimizing negative environmental and social impacts, respecting people, the planet, and prosperity. Industry 5.0 is replacing earlier advancements and it is successful because it reaches the pinnacle of perfection. Additionally, machine work saves human workers time and effort. It is built on the concept of fusing digitalization elements from the fourth industrial revolution with Sustainable Development Goals through human-centric solutions, bio-inspired technologies, and secure data transfer. Industry 5.0 mentions about the various opportunities, constraints, and potential directions for future research. Industry 5.0 places less emphasis on technology and focus on human collaboration for progress, it supposed to have a shift in existing paradigm. Industry 5.0 is necessary in contemporary business with the paid technology advancements in order to get competitive advantages as well as economic growth for the manufacturing and it has three drivers: “green transition”, “digital transition”, and “competitive transition”. The goal of green transition is to prevent climate change and environmental degradation. This necessitates changes to current economic growth strategies. The goal of digital transition is to support the circular economy by modernizing digital strategies in terms of digital skills, data, technologies, and infrastructure. Competitive transition aims to convert marketing policies, regulations, standards to increase people's prosperity and business value. It focuses on business and marketing rules that are fair, competitive, innovative, and adaptable.

This chapter provides an overview of the strategic implications of chatbot use and implementation, including potential applications in marketing, and factors affecting customer acceptance. After presenting a brief history and a classification of conversational artificial intelligence (AI) and chatbots, the authors provide an in-depth review at the crossroads between marketing, business, and human–computer interaction, to outline the main factors that drive users' perceptions and acceptance of chatbots. In particular, the authors describe technology-related factors and chatbot design characteristics, such as anthropomorphism, gender, identity, and emotional design; context-related factors, such as the product type, task orientation, and consumption contexts; and users-related factors such as sociodemographic and psychographic characteristics. Next, the authors detail the strategic importance of chatbots in the field of marketing and their impact on consumers' perceived service quality, satisfaction, trust, and loyalty. After discussing the ethical implications related to chatbots implementation, the authors conclude with an exploration of future opportunities and potential strategies related to new generative AI technologies, such as ChatGPT. Throughout the chapter, the authors offer theoretical insights and practical implications for incorporating conversational AI into marketing strategies.

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.

A paradigm shift was observed a couple of decades back when the relationship marketing took over the transactional marketing. Concepts such as customer lifetime value came into existence. Customer lifetime value is nothing but the aggregate income which an organisation can expect from a customer as long as the customer remains a client. Customer Relationship Management (CRM) took the centre stage as the organisations are transformed into customer-centric organisations. The implementation of CRM earmarked the collection of customer data that enabled the personalisation of products. Business use cases emerged with differential pricing models and loyalty programs contributing to the profitability of the organisations. The different types of CRM, i.e. Strategic CRM, Operational CRM, Analytical CRM and Collaborative CRM, contributed further to the organisation to generate value for the customers as well as for the organisation. Innovations in the digital technologies supported the business use cases with the help of real-time data. The usage of real-time analytics delivered unmatched customer experience resulting in a higher degree of customer satisfaction and customer retention. Customer retention as we know is directly related to the longevity of an organisation, while customer acquisition is expensive. Researchers in this chapter have attempted to unleash the importance of CRM simultaneously presenting the impact of digital technologies on CRM. Readers could be greatly benefitted from this research as practical use cases are discussed, while academicians can cascade this information further.

This chapter presents a combined approach of social and open data to evaluate a hybrid education model with online and face-to-face classes. The study consists of a sample of 310 students from the UPIITA-IPN college. Thus, a grouping model was applied based on each student's profile and academic performance in various subjects to identify patterns and learning styles. In addition, a social sensor of emotions was implemented to measure reactions in online and face-to-face classes. It helped to identify which strategies and methods are most significant for student performance. Data were collected from forms and the Twitter social network, filtering data by general opinions about learning and experiences in class. Considering trends and patterns, we identified four types:

Pattern (1) personalization of learning: This group stood out because online teaching allows you to work at your own pace and on your own schedule. In addition, a trend toward a more individualized learning approach or the versatility of personalizing learning was observed. Pattern (2) an excessive number of channels and information: This group of students was characterized by feeling overwhelmed by the amount of information they must process in an online environment, in addition, to using various communication channels (messaging, Classroom, Zoom, Teams, email, among others) this was associated with a feeling of isolation and a lack of commitment. Pattern (3) inequality and asynchronous learning: Students with difficult access to adequate resources at home (connection, own computer, etc.). They were characterized by not being able to have the same performance in the different learning activities and expressed that the content must be adapted to the individual needs of the students. Technical problems, such as Internet connection failures or problems with electronic devices, interrupted the learning process and generated frustration for students and teachers. Pattern (4) lack of social interaction: This affected the student's ability to develop social and emotional skills. Moreover, it generates difficulties for the students to collaborate, slowing the development of social and emotional skills. It concluded that a hybrid model is successful, having schemes combined with 65% face-to-face sessions and 35% online.

Artificial Intelligence (AI) has revolutionised the tourism industry, offering personalised experiences and streamlining operations. AI provides customised recommendations for travellers through data analysis and machine learning, making their journeys more meaningful. It has also improved efficiency through automated processes, chatbots and enhanced security measures. AI's ability to analyse large volumes of data enables tourism organisations to make data-driven decisions and target their marketing strategies effectively. One of the most notable contributions of AI in tourism is its ability to offer personalised recommendations. By analysing vast travel history, preferences and online behaviour, AI systems can provide tailored suggestions for destinations, accommodations, activities and dining options. This level of customisation enhances the overall travel experience, making it more relevant and satisfying for individual travellers. AI has also greatly improved operational efficiency within the tourism sector. Chatbots, powered by natural language processing, are increasingly being deployed by hotels, airlines and travel agencies to provide instant customer support and assistance. These chatbots can answer queries, offer recommendations and handle booking processes, reducing waiting times and enhancing customer satisfaction. In addition, facial recognition technology allows for quick and accurate identity verification at airports, hotels and other travel-related facilities. This improves security and provides travellers with a seamless and efficient experience. As technology advances, we expect AI to play a more prominent role in augmented reality, voice recognition and virtual assistants, further enhancing the travel experience and facilitating seamless interactions. In conclusion, AI has transformed the tourism industry by providing personalised recommendations, improving operational efficiency, enhancing security measures and enabling data-driven destination management.

Muslimophobia, or prejudice toward Muslims, results in employment discrimination, social exclusion of Muslims, anti-Muslim hate crimes, and physical and verbal assaults, in the United States and globally. Moreover, anti-Muslim incidents are on the rise in many countries. In this chapter, we provide a review of Muslimophobia and its dynamics and consequences in the workplace. We also make suggestions for reducing prejudice toward Muslim employees, using social psychological perspectives, particularly intergroup contact theory, and research on prejudice reduction. It is also argued that leaders play an important role in the combating of Muslimophobia, including creating opportunities for personalized interactions with Muslim employees and disseminating more information about Muslims and Islam. This chapter concludes with practical implications and suggestions for future research directions. Although there is much work to be done in reducing Muslimophobia and discrimination against Muslims, social psychological research emanating from intergroup contact theory suggests that it is a viable path for researchers and practitioners to pursue.

The tourism industry is seeing unprecedented growth due to the convergence of the internet and growing travel trends. E-tourism digitises the tourism business, including processes, value chains, infrastructure, services and auxiliary industries, to maximise efficiency and effectiveness. It is in response to the globalisation of the tourism sector, which has spurred the introduction of information and communications technologies (ICTs) during the past four decades. ICT can boost travellers' satisfaction by providing pre-trip information about tourism attractions and allowing them to contact vendors directly, obtain accurate information and get the lowest price.

ICT has made the global tourism sector more competitive by providing pre-trip information about tourism attractions, allowing tourists to contact vendors directly, obtain accurate information and get the lowest price. Search engines, transport capacity and network speeds have increased the number of international travellers who use technology to organise and document their trips. E-tourism reduces seasonality, improves consumer communication and boosts reservations and sales. ICT also affects customer behaviour management and future marketing models and supports tourism industry globalisation by providing practical tools to tourism agents to develop and disseminate their offers globally. Strategic behaviours significantly impact tourism, as eliminating intermediaries shortens the distance between client and provider. ICT is a new way to boost tourism demand, which attracts more tourists and generates more revenue while improving the sector.

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.