# Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships
## 4 Applications of the AIM Framework
\begin{table}
\begin{tabular}{p{42.7 pt} p{113.8 pt} p{113.8 pt} p{113.8 pt} p{113.8 pt}} \hline \hline
**Customer** & \multirow{2}{*}{**Example of AIM Applications**} & \multirow{2}{*}{**Mechanisms for**} & \multirow{2}{*}{**Pre-Processor**} & \multirow{2}{*}{**Main Processor**} \\
**Area** & & & & \\ \hline \multirow{6}{*}{Customer trust} & IBM’s Watson health performs medical diagnostics and dispenses medical advice on most types of diseases, including cancer. It monitors and stores a massive amount of protected health information (PHI). Encryption is used to improve customer trust [50]. & Encryptri PHI in transit such as disk, file system, and application, are used. & & \\ \hline \multirow{6}{*}{Customer customer trust} & L’Orcal’s ModiFace shows real results of virtual makeup with different makeup and hair colour try-ons on personal images in real time for personalized experience, followed by augmented reality shopping. It identifies images on social media and promotes latest trends in makeup [51]. & & \\ \cline{1-1} \cline{2-5}  & Hubspot uses natural language processing [4] to perform automated conversation with human in different channels, such as websites and applications [52]. The conversation provides access to information and performs automated tasks, such as making a reservation in a restaurant, booking appointments, and generating leads [38]. & & \\ \hline \multirow{6}{*}{Customer customer commitment} & Schnuck market robots ensure a resilient supply chain [4] by optimising the inventory level according to customer demand and managing stock availability and arrangement on shelves. & Provide accurate real-time inventory information with streamlined ordering and replenishment to match with customer demand [53]. & & \\ \cline{1-1} \cline{2-5}  & \multirow{6}{*}{Customer engagement} & \multirow{6}{*}{Chatbots have been used in firms, such as Sephora [54] and H\&M [55], to provide recommendations to customers based on their past transactions and inferred preferences.} & & \\ \cline{1-1} \cline{2-5}  & & Provide personalized customer engagement marketing that creates, communicates, and delivers personalized offerings with the right selection of products, prices, promotions, and places (i.e., website content) to match with customer preferences [5]. & & \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Examples of the applications of the AIM framework to marketing innovations for improving customer relationship. We explain an example of innovation, particularly how bridge [56; 57; 58] can be adopted in the AIM framework. Bridge connects an entity (e.g., a customer, social network user [58], business, or service) to numerous different sub-networks (e.g., customer reviews about a business or service), allowing the entity to be made known to them. An enhanced approach called \(k\)-bridge [59] is proposed to relate an entity to overlapping sub-networks, which is useful in AIM. Various AI and learning approaches have been proposed to enable bridge in various applications [60; 61; 62; 63; 64; 65], and bridge can be applied to the three main components, namely pre-processor, the main processor, and the memory storage. The peculiarities of \(k\)-bridges (i.e., users) have been applied to define crawling strategies to seek for new and updated contents in social networks, which is a significant process in the pre-processor of the AIM framework [57]. Bridges have also been applied to provide recommendations on: (a) businesses and products to prospects; (b) other users whom a user can interact with; (c) and suggestions for text used in writing new reviews [59]. These are significant processes in the main processor of the AIM framework. Other applications include to: (a) understand information diffusion and how users (i.e., customers and prospects) interact in social networks [62]; (b) understand how ratings are dynamically assigned to businesses [63] (e.g., the types of events [64]); (c) analyse the review contents from the sentimental perspective [65]; and explore other related information, such as patents [66; 67].