Role of Artificial Intelligence in Customer Engagement Assignment

Assignment Task

Changes to Be Made to the Literature Review

• Change the topic to the role of artificial intelligence in customer engagement
• Establish six hypotheses to be tested in the survey
• Elaborate on the AIDUA framework
• Elaborate on the evolution of TAM up to TAM 3
• Develop the conceptual framework by elaborating on the variables of TAM
• Elaborate on the UTAUT model
• Elaborate on the variables of diffusion of innovation Theory
• Overall the structure is quite good but I worry that the title is too broad and you might want to define the scope a bit more tightly.
• The previous research focusses on TAM and Diffusion of Innovation but these are dated and have been superseded but models such as TAM 2, TAM 3, UTAUT/UTAUT2 and more recently AIDUA which was developed specifically for research into AI. It would be good if you could investigate those and include elements in the lit review as it would add depth.
• Fig 2.2.1 is confusing and would not be considered a conceptual framework. There is a lack of details nd I’m confused by the flow/structure. You seem to mix consumer behaviour/ engagement with technical developments which is very confusing.
• I think you should review the other models that I mentioned above and perhaps focus on customer engagement - but consider your methodology and who you are surveying. If you are asking consumers then I would focus on consumer behavior, preferences, etc
• I’m not sure of the value of marketing alignment. It may be relevant but consider the context and research objectives. If you are surveying consumers, why write about marketing alignment?
• One of the problems with the literature review is you include content but I’m not sure why. For example, why was it important to write about predictive analytics or cloud computing? Does it link to the objectives and your own survey? It might be an interesting background but not that relevant.
• Your theoretical underpinning lacks detail and depth. The models, as I mentioned above could be more up-to-date and you could have provided a more critical analysis.
• It might be worth spending a bit of time reading up on the models and see how you can apply them and then send over a revised lit review outline. Could you also send an outline of the methodology to give me more context as well.

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