No abstract

No abstract

The 'Segment of One' marketing describes tracking the task and preferences of a solitary possible customer then customizing items or advertisements for that individual according to their habits. The research suggests that when a person senses a business being respectful or trying to comprehend their problems, the individual begins to move along the engagement journey from interest to commitment. It's evident that clients are showing an increasing inclination for brands to adopt a more personalized approach towards them. To connect with the future generation of customers, marketers must think about the next generation of client interaction and what that indicates in practice. Segment of One marketing has been very easy to use in today's era because of the new opportunities opening due to the widespread use of internet that is allowing companies to collect data throughout multiple sources. In this chapter, an attempt will be made to recognize some of the most effective methods being adopted by the top companies under this Segment-of-One marketing in order to drive business growth.

Today, businesses are evolving in an extremely competitive market. As we enter Industry 5.0, modern firms' dynamic business processes need a technological boost to enable them to create and deliver superior value while keeping humans at the core of the business processes. One such technology is artificial intelligence, which is creating innovative options for businesses to further add consumers' value by taking a dynamic approach, mitigating unpredictability, and augmenting cost-effectiveness. Development of AI as a business engine to generate value is advancing and is an alternative for many different industries to explore. As humans need to work in tandem with machines in Industry 5.0 to create customer value, a new term referred to as HCAI- human-centered AI has emerged. Bibliometric data of documents published between 1994 and 2022 were analyzed, and the most cited articles in SCOPUS journals were examined for content analysis to decipher how this new-age AI is aiding businesses to create and deliver superior value and thus leading to sustainable competitive advantage.

No abstract