In modern marketing, a pivotal challenge has surfaced - finding the delicate balance between automation and human interaction. This challenge stems from the rapid advancement of artificial intelligence (AI) technologies, which, while promising unparalleled efficiency and innovation, also lack the personal touch inherent in traditional marketing. As AI gains prominence, marketers grapple with integrating automated processes while preserving the authenticity and emotional resonance that human engagement brings. Balancing Automation and Human Interaction in Modern Marketing positions itself as a guiding force in achieving balance amid the changing marketing landscape. Within the pages of this book lies a comprehensive exploration of contemporary marketing challenges centered on striking the right balance between automation and human interaction. The quest for optimal equilibrium threads through topics such as elevating customer experiences, scalable personalization through AI, emotional intelligence in marketing, and the critical role of human-centered design. By addressing these challenges head-on, the book provides practical advice for implementing AI in marketing but positions ethics at the forefront. It advocates for responsible AI-driven marketing, fostering trust, and ensuring that the human touch remains a cornerstone of brand-consumer relationships. Designed for a diverse audience, encompassing marketers, business leaders, AI developers, educators, and consumers, the book serves as a resource for dealing with the complexities of AI-driven marketing. With recommended topics spanning from the impact of AI on customer experience to the importance of diverse perspectives in AI development, the book caters to the various interests of its readers. The book ensures that even as AI transforms marketing, it does so responsibly, ethically, and in collaboration with human ingenuity.
Author Biography:
Arjun J. Nair is currently associated with St. Lawrence College in Canada.
Dr. Sridhar Manohar currently working In Doctoral Research Center, Chitkara University, completed his doctorate in the area of Services Marketing from VIT Business School, VIT University. He has a Bachelor of Technology and Dual Masters in Business Administration and Organization Psychology. Dr. Sridhar further certified with FDP at IIM-A. He is expertise in Service Marketing, Innovation and Entrepreneurship, Scale Development Process and Multivariate Analytics and interests in teaching Business Analytics, Innovation and Entrepreneurship, Research Methodology and Marketing Management. He has published around 20 research papers that includes Scopus listed and ABDC ranked International Journals like – Society and Business Review, Benchmarking-An International Journal, Electronics Market, Corporate Reputation Review, International Journal of Services and Operations Management, International journal of Business Excellence and presented papers and ideas in numerous international conferences.
Amit Mittal is a Professor of Management / Dean at Chitkara University, Punjab, India, and Dean, Doctoral Research Centre. He has over 19 years of experience in teaching, research, consulting, and academic administration. His areas of research and consulting expertise are graduate employability, leadership, emerging market studies, business research methods, etc. Eight scholars have been awarded a PhD under his supervision. He has published in reputable journals such as Frontiers in Psychology; Benchmarking; European Business Review; Business: Theory & Practice; International Journal of Quality Research; South Asian Journal of Business Management Cases; International Journal of Human Capital & Information Technology Professionals; International Journal of e-Services & Mobile Applications; International Journal of Business & Globalisation; International Journal of Socio-technology & Knowledge Development, etc. He is also a reviewer for the International Journal of Consumer Studies; International Journal of Quality Research; Frontiers in Psychology; Higher Education, Skills & Work-based Learning; Business: Theory & Practice, etc. He can be reached at amit.mittal@chitkara.edu.in
Dr. Wasim Ahmed is a Senior Lecturer in Digital Business (roughly equivalent to Associate Professor in the North American system). He has previously worked at the University of Sheffield, Newcastle University, and Northumbria University. He has also completed an internship at Manchester United FC producing an in-depth research report.
