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Reimagining customer analytics: Empowering a digital business with AI-driven personalisation through ChatGPT

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Bibliographic Details
Title: Reimagining customer analytics: Empowering a digital business with AI-driven personalisation through ChatGPT
Authors: Limna, Pongsakorn, Kraiwanit, Tanpat
Source: Management : Journal of Contemporary Management Issues
Volume 30
Issue 1
Publisher Information: Faculty of Economics, University of Split, 2025.
Publication Year: 2025
Subject Terms: ChatGPT, Artificial Intelligence (AI), Customer Analytics, Natural Language Processing (NLP)
Description: 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.
Document Type: Article
File Description: application/pdf
ISSN: 1846-3363
1331-0194
DOI: 10.30924/mjcmi.30.1.6
Access URL: https://hrcak.srce.hr/file/480614
https://doi.org/10.30924/mjcmi.30.1.6
https://hrcak.srce.hr/332276
Accession Number: edsair.doi.dedup.....d6600e960a82b58fdd6b8d55aa0abee5
Database: OpenAIRE
Description
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.
ISSN:18463363
13310194
DOI:10.30924/mjcmi.30.1.6