Marketing and Workforce-Based AI Strategies

This book explores the dynamic intersection of digital technologies, artificial intelligence (AI), and their applications across two key business areas: customer loyalty and employee performance. The first part discusses the evolving role of marketing in building customer relationships, with a specific focus on how AI, data analytics, and digital influencers are reshaping consumer behaviors and brand interactions. From optimizing customer engagement through AI and chatbots to the dark side of AI’s influence on consumer trust, this section offers a critical examination of modern marketing trends. The second part of the book shifts toward the integration of AI and digital human resource (HR) strategies to enhance employee well-being and organizational performance. Topics such as gamification, HR analytics, and the role of AI in improving workforce efficiency are discussed, alongside emerging trends like industry 5.0’s impact on HR practices and employee satisfaction. This book provides crucial insights into how businesses can leverage AI-driven solutions not only to retain customers but also to optimize their internal workforce and create sustainable growth.

Autor: Anwar Al-Gasaymeh

Verlag:

Springer International Publishing

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Veröffentlichung:	21.09.2026
Höhe/Breite/Gewicht	H 27,9 cm / B 21 cm / -
Art des Mediums	Buch
Preis DE	EUR 299.59
Preis AT	EUR 307.99
Reihe	Advances in Science, Technology & Innovation
ISBN-13	978-3-032-18512-9

Über den Autor

Dr. Anwar Al-Gasaymeh is Associate Professor of financial markets and Head of the Department of Accounting and Finance, College of Administrative Sciences at Applied Science University (ASU),Kingdom of Bahrain. With nine years of academic experience, Dr. Al-Gasaymeh specializes in Financial Markets and Financial Technology. His research encompasses Financial Risk, Economics, FinTech, Islamic and Conventional Banking, and Purchasing Power Parity. He has authored 70 articles in prestigious journals, significantly contributing to the fields of banking efficiency and financial technology. Dr. Al-Gasaymeh is dedicated to advancing knowledge in financial technology and risk management, with a focus on creating impactful solutions for the financial industry.

Prof. Haitham Alzoubi is Professor of operations at Horizon University College, UAE, and serves as Vice-President of the Global Academic Forum on Technology Innovation and Management (GAFTIM). Recognized among the top 2% of world scientists (2022/23/24), Dr. Alzoubi has made significant contributions to the fields of technology innovation and management. He is Editor-in-Chief of several peer-reviewed journals and has chaired numerous IEEE and Springer conferences. He published over 300 publications most in top-tier journals with 65 h-Index. Dr. Alzoubi's work has had a profound impact on academia and industry. Additionally, he is Editor and Author of several international books, further cementing his role as a leading figure in his field.

Dr. Vasudevan is Senior Lecturer in business management at the University of Greenwich. Srinidhi has been conducting research applying social network analysis and machine learning for various contexts from the sociological to economic and political with her previous role looking at cyber risks experienced by boards. Aside from informing macro cybersecurity policy for the UK and other stakeholders, her work extends scholarship on board decision-makings (to create or dissolve a tie) within corporate governance theory through the synthesis of relational approaches and sociological theories. She is interested in FinTech and the diffusion of technologies and societal equity by exploring the issues of trust, identity, privacy, security.