Hyperpersonalisierung durch Künstliche Intelligenz und ihre Auswirkungen auf die Customer Journey

Abstract

This thesis explores the transformation of marketing through data-driven strategies and the utilization of artificial intelligence (AI) in the realm of hyperpersonalization. Hyperpersonalization surpasses traditional personalization by using real-time data to craft individually tailored customer experiences. In the face of digital transformation and rising competitive pressures, companies must improve their customer communication. This paper offers recommendations on how businesses can effectively leverage AI technologies and organizational resources to enhance internal adoption and expertise, while making necessary adjustments. It is crucial to understand that implementing hyperpersonalization with AI requires an agile project culture and transparent change management. The focus is on the customer journey, discussing its phases and the touchpoints in each phase. The 4R Personalization Framework for hyperpersonalization, which includes success factors such as context sensitivity, relevance, timing, proactivity, and omnichannel marketing, will provide insights into the successful implementation of hyperpersonalization using AI. A prerequisite for the use of AI is a robust big data foundation. Therefore, the paper also addresses data management topics, including data origin and storage, as well as the challenges of DSGVO. The thesis illustrates how various AI technologies, such as data mining, predictive analytics, machine learning, and deep learning, can be utilized in digital marketing. These technologies enable pattern recognition, forecasting, trend prediction, language processing, and marketing automation, thereby allowing companies to enhance their marketing strategies and optimize the customer journey. Additionally, the thesis underscores that the use of AI necessitates ethical considerations to ensure that decisions are morally justifiable and clear responsibilities are established. It is made clear that while advancing digitalization and the incorporation of AI in marketing present significant opportunities, they also introduce new challenges.

Date of Award	2024
Original language	German (Austria)
Supervisor	Markus Moser (Supervisor)