Application of artificial intelligence (AI) to enhance young customer’s brand love in cosmetic industry

Abstract

Context of the research:In the cosmetics industry, customer research and brand trust are crucial. Meanwhile, young customers have become an increasingly important target audience. Additionally, artificial intelligence (AI) has experienced significant advancements, presenting great potential for customer interaction. However, there is limited research focusing on the application of AI to enhance young customers' brand love in the cosmetic industry.Purpose of the research:The objective of this study is to explore and evaluate the application of artificial intelligence (AI) to enhance young customers' brand love in the cosmetic industry. The research will focus on determining the impact of using AI technology in marketing activities and customer interactions on the level of brand love among young customers in Viet Nam.Research methodology:The study use quantitative research through surveying data from 350 respondents, then performing analyzes through the software SPSS 20 and Smart PLS 4 from which to obtain research results.Research findings:The research findings will provide valuable information about the impact of AI applications on young customers' brand love in the cosmetic industry. The results will reflect the effectiveness and acceptance of customers concerning the use of AI in marketing activities and customer interactions. Additionally, the study will provide recommendations for improving and optimizing the application of AI to enhance brand love among young customers in the cosmetics industry.Theoretical and practical implications:This research holds both theoretical and practical significance for the cosmetics industry. Understanding how to utilize AI in creating brand love among young customers will assist cosmetics companies in implementing more effective marketing strategies and enhancing interaction and satisfaction among their young customers. Moreover, the study contributes a theoretical foundation for the development and reinforcement of AI applications in the cosmetics industry.