The presented study addresses the issue of the use of personalization tools facilitated by the artificial intelligence (AI) in online retail. The study aims include systematization of the extant research and development of an integrated typology of personalized tools and interactions (PERSOGRAPHICS), empirical validation of the typology, development of empirical recommendations for online retailers, and generalization of the results for other areas of application. The scientific novelty of the suggested new PERSOGRAPHICS typology lays in the unification of existing approaches and movement from the traditional marketing towards the relationship building with the use of developing technologies (computer-based and AI-based personalization) compared with more traditional approaches.

Program:

18:00 – 18:10 – opening speech

18:10 – 18:50 – presentation by Megi M. Gogua, topic: “«Persographics»: Approaches to typologization of personalization in the context of AI solutions in online retail”

18:50 – 19:00 – discussion

19:10 – 19:30 – Closing remarks: announcements of the next workshops

Megi M. Gogua
Assistant Professor, Marketing Department GSOM SPbU