Pregledni rad
EMOTIONAL BOTS, ARTIFICIAL INTELLIGENCE AND 10G NETWORK: THE FOUNDATION OF A NEW DIMENSION AND PERSONALIZED MARKETING
Anamarija Zron
orcid.org/0009-0004-7265-4633
; ANAMARIJA ZRON University of Rijeka, Faculty of Economics and Business, Ivana Filipovića 4, 51000 Rijeka, Croatia
Sažetak
For decades, advancements in different technologies have shaped personalized marketing strategies. Recently, the emergence of emotional chatbots empowered by AI and soon widely supported by 10G network has introduced new possibilities for adaptive consumer interactions and real-time, ultra-high data transfer rates. Employing a qualitative methodology, this research synthesizes findings from a review of current literature on emotional bots, 10G network, neuromarketing, and AI ethics. Additionally, case studies illustrate practical applications and evaluate diverse technological approaches. The findings demonstrate that empathetic, socially oriented chatbots significantly improve consumer emotions, satisfaction, and trust during engagements, thereby enabling brands to build deeper and more authentic relationships with their customers. This emotional connection, when supported by advanced technologies such as a 10G network, allows for real-time, hyper-personalized interactions that further strengthen customer loyalty and enhance overall marketing effectiveness. At the same time, ethical issues such as algorithmic bias require attention through bias detection tools, fairness-aware machine learning practices, and transparent governance mechanisms using explainable AI. These insights underscore the transformative potential of emotionally intelligent AI supported by innovative network capabilities for enhancing personalized marketing while highlighting the necessity of responsible AI deployment.
Ključne riječi
emotional bots; 10 G network; personalized marketing; artificial intelligence
Hrčak ID:
345738
URI
Datum izdavanja:
23.3.2026.
Posjeta: 244 *