Intelligent systems and artificial intelligence to enhance customer segmentation

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外文摘要：This study investigates how artificial intelligence, its characteristics, features and limitations enhance customer segmentation. All these aspects were analysed through literature review and were further developed by two methodologies: online questionnaire and interviews. The online questionnaire concluded that, while artificial intelligence's characteristics and impacts positively influence its implementation in customer segmentation, this type of technology still has limitations that could constitute an obstacle. Regarding the interviews, the main insight was that artificial intelligence is still only perceived as a support in decision making, thus, dependent on humans. However, many employees still look at these technologies as a threat to their workplace, which can lead to resistance in their implementation and incur on unnecessary costs for organisations.

外文关键词：

artificial intelligencemarketing strategymarket researchcustomer segmentationdecision making support

作者：

Renato Lopes da Costa、Rui Goncalves、Bruno Fachada、Leandro Pereira、Alvaro Dias

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作者单位：

Business Research Unit (BRU-IUL), Instituto Universitario de Lisboa (ISCTE), Lisbon, Portugal

PIAGET Almada, Almada, Portugal

Institute Universitario de Lisboa (ISCTE), Libson, Portugal

Business Research Unit (BRU), Institute Universitario de Lisboa (ISCTE), WINNING LAB, Lisbon, Portugal

Institute Universitario de Lisboa (ISCTE), Universidade Lusofona de Humanidades e Tecnologias, Lisbon, Portugal

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出版年：

2025

International journal of business information systems: IJBIS

ISSN：1746-0972

年,卷(期)：2025.49(1)