The potentialities of AI in retention strategies: A B2B2C perspective

Over the past few years, one of the most significant challenges that firms are facing concerns the rise of Aritificial Intelligence (AI). Scholars, managers and institutions are analyzing the advantages and the limitations of this technology. More and more, AI has been considered for decision making process, product and design development and for the automation of marketing and communication processes. In particular, the growing development of technologies for marketing objectives has led to the emergence of Technologized Marketing, which takes into account tools and services that companies use to automate, simplify and optimise their marketing activities. Among new technologies, AI has had a revolutionary impact on the configuration of the Marketing Technology (MarTech). Among the latter, in dynamic and saturated markets and uncertain contexts, customers relationship management has been considered as a strategic tool to support business growth. From this point of view, considerable attention has been paid to loyalty programmes and retention strategies. In this context, the aim of the paper is to investigate the potential of AI for the innovative configuration of retention strategies, considering a B2B2C perspective. The research presents the results of a case study relating to an emblematic company.