Perspective Chapter: The Impact of Generative AI in Shaping Customer Engagement – Humanising Conversational Marketing
Khalil Israfilzade · Business, management and economics · 2025
Following recent advancements, this chapter explores how Generative artificial intelligence (AI) shapes customer engagement by introducing human-like elements into conversational marketing. It examines how Generative AI, enhanced with anthropomorphic design, enables brands to create emotionally resonant, personalised, and dynamic customer interactions. This chapter highlights how AI-driven conversational tools adapt to individual consumer needs, fostering personalised experiences while maintaining scalability. The chapter also addresses the ethical considerations and challenges associated with anthropomorphism in AI, such as managing user expectations and maintaining transparency. Furthermore, it outlines practical strategies for businesses to implement AI-driven conversational tools effectively, ensuring alignment with consumer behaviour at micro, meso, and macro levels. By addressing these dynamics, this work outlines actionable strategies for businesses and offers insights into the evolving relationship between technology and consumer behaviour.