Ingrid, Larsen and Rajesh, Nair and Lucas, Fernandes (2022) The Synergy Between AI-Powered Marketing Analytics and IT Innovations for Transforming Customer Experience Across Digital Platforms. International Journal of Trend in Scientific Research and Development, 6 (5). pp. 2216-2225. ISSN 2456-6470

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Abstract

The rapid digitalization of business ecosystems has redefined how enterprises engage with customers, creating both opportunities and challenges in delivering seamless, personalized, and value-driven experiences. Traditional marketing approaches, often limited by static data and fragmented IT infrastructures, struggle to meet the expectations of today’s dynamic and hyper-connected consumers. This article explores the powerful synergy between AI-powered marketing analytics and emerging IT innovations—including cloud computing, big data platforms, automation, and edge technologies—as a catalyst for transforming customer experience across digital platforms. By leveraging artificial intelligence, organizations can extract real-time insights from vast and diverse datasets, enabling predictive personalization, sentiment analysis, and dynamic customer journey mapping. In parallel, IT innovations provide the scalable, secure, and interoperable infrastructure necessary to operationalize these insights across multiple digital touchpoints. Together, these capabilities not only optimize decision-making and campaign effectiveness but also foster deeper customer trust, loyalty, and engagement. The discussion highlights practical enterprise applications, ranging from intelligent recommendation systems in e-commerce to adaptive service delivery in financial and healthcare sectors. It also critically examines challenges, including data privacy, ethical AI governance, and integration complexities, while emphasizing the need for cross-functional collaboration. Ultimately, the article argues that the convergence of AI-powered analytics and IT innovation is not merely an enhancement of marketing strategy but a transformative force that redefines the future of customer experience in the digital economy.

Item Type:	Article
Subjects:	Q Science > Q Science (General)
Divisions:	Postgraduate > Master's of Islamic Education
Depositing User:	Journal Editor
Date Deposited:	26 Sep 2025 09:18
Last Modified:	26 Sep 2025 09:18
URI:	http://eprints.umsida.ac.id/id/eprint/16379

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