The Digital Transformation

Abstract

In the business world, the digital transformation has ushered in an era of unprecedented change. The explosive growth of digital technology over the past three decades has profoundly changed how businesses operate, compete, and engage with their customers. Businesses across industries have been forced to navigate this constantly changing environment due to the adoption of cloud computing, data analytics, the growth of e-commerce, and the rise of artificial intelligence. Organizations are forced to reconsider their strategies, operations, and consumer engagement models as a result of this significant instability. This chapter discusses the role of artificial intelligence in aiding customised and personalized marketing strategies, acknowledging the diverse preferences and behaviour of consumers. It shares insights on branding and customer management in an AI-driven environment. It also emphasises on online and technology-mediated customer engagement.