Original scientific paper
https://doi.org/10.30924/mjcmi.30.1.6
Reimagining customer analytics: Empowering a digital business with AI-driven personalisation through ChatGPT
Pongsakorn Limna
orcid.org/0000-0002-7448-5261
; International College, Pathumthani University
Tanpat Kraiwanit
orcid.org/0000-0002-5130-6427
; International College, Pathumthani University
Abstract
ChatGPT, an advanced artificial intelligence (AI) tool developed by OpenAI, excels in natural language processing (NLP) for understanding and generation. In the age of rapidly advancing digital technologies, businesses are continually seeking innovative ways to enhance customer experience and optimize their strategies. This study explores the potential of ChatGPT in analyzing customer data and generating predictive insights for customer-centric strategies in digital businesses. In this study, qualitative methods were used to conduct interviews with ten experts using ChatGPT for customer analytics in Bangkok, Thailand, with participants selected through purposive sampling. The collected data was analyzed using content analysis, Taguette and NVivo. The results highlight the exciting possibilities of ChatGPT to drive customer-centric strategies through insightful analytics and predictive capabilities. This study paves the way for further exploration of AI-powered tools to revolutionize customer engagement and foster stronger digital relationships. ChatGPT’s ability to process large amounts of text data makes it valuable for analyzing customer data and predictive analytics. The findings suggest that ChatGPT is a promising resource for businesses seeking to understand their customers, customize their services and increase overall satisfaction. However, despite its great potential, further research and development is needed to maximize opportunities and address limitations.
Keywords
Customer Analytics; ChatGPT; Artificial Intelligence (AI); Natural Language Processing (NLP)
Hrčak ID:
332276
URI
Publication date:
15.4.2025.
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