This conceptual paper exclusively focused on how artificial intelligence (AI) serves as a means to identify a target audience. Focusing on the marketing context, a structured discussion of how AI can identify the target customers precisely despite their different behaviors was presented in this paper. The applications of AI in customer targeting and the projected effectiveness throughout the different phases of customer lifecycle were also discussed. Through the historical analysis, behavioral insights of individual customers can be retrieved in a more reliable and efficient way. The review of the literature confirmed the use of technology-driven AI in revolutionizing marketing, where data can be processed at scale via supervised or unsupervised (machine) learning.

Original languageEnglish
JournalSingapore Economic Review
Publication statusAccepted/In press - 2020


  • Artificial intelligence
  • big data
  • business automation
  • customer targeting
  • segmentation


Dive into the research topics of 'Customer Predictive Analytics Using Artificial Intelligence'. Together they form a unique fingerprint.

Cite this