How can the use of artificial intelligence affect brand engagement under omnichannel strategy?

This thesis investigates the potential of Artificial Intelligence (AI) to enhance brand engagement within an omnichannel strategy. With the increasing digitalization of consumer interactions, brands face the challenge of delivering seamless, personalized experiences across various channels. AI presents opportunities to address this challenge by providing real-time insights, fostering cross-channel consistency, and enabling tailored interactions. This research examines how AI contributes to strengthening brand loyalty and creating unified customer experiences, drawing insights from case studies and survey data. The study adopts a dual approach, integrating a comprehensive literature review with empirical data analysis. The literature review explores foundational concepts such as branding, omnichannel strategies, and AI technologies, emphasizing their interconnections. Case studies, including Under Armour and Netflix, illustrate how brands leverage AI to enhance customer engagement. A rating-scale survey complements these findings by capturing consumer perspectives on AI-driven interactions in omnichannel settings.