Human-Machine Interactions in Marketing KU Leuven
Personalization has become increasingly important in marketing as it allows companies to tailor their products, services and communication to individual customers. Today, personalization does not only entail matching offerings to customers (Murthi & Sarkar, 2003), e.g., birthday discounts, but rather is more deeply involved in customer communications, particularly via virtual assistants (VAs), i.e., computer programs that can interact ...