Title: Intelligent systems and artificial intelligence to enhance customer segmentation

Authors: Renato Lopes da Costa; Rui Gonçalves; Bruno Fachada; Leandro Pereira; Álvaro Dias

Addresses: Business Research Unit (BRU-IUL), Instituto Universitário de Lisboa (ISCTE), Lisbon, Portugal ' PIAGET Almada, Almada, Portugal ' Instituto Universitário de Lisboa (ISCTE), Libson, Portugal ' Business Research Unit (BRU), Instituto Universitário de Lisboa (ISCTE), WINNING LAB, Lisbon, Portugal ' Instituto Universitário de Lisboa (ISCTE), Universidade Lusófona de Humanidades e Tecnologias, Lisbon, Portugal

Abstract: This study investigates how artificial intelligence, its characteristics, features and limitations enhance customer segmentation. All these aspects were analysed through literature review and were further developed by two methodologies: online questionnaire and interviews. The online questionnaire concluded that, while artificial intelligence's characteristics and impacts positively influence its implementation in customer segmentation, this type of technology still has limitations that could constitute an obstacle. Regarding the interviews, the main insight was that artificial intelligence is still only perceived as a support in decision making, thus, dependent on humans. However, many employees still look at these technologies as a threat to their workplace, which can lead to resistance in their implementation and incur on unnecessary costs for organisations.

Keywords: artificial intelligence; marketing strategy; market research; customer segmentation; decision making support.

DOI: 10.1504/IJBIS.2025.145959

International Journal of Business Information Systems, 2025 Vol.49 No.1, pp.65 - 93

Received: 11 Jul 2021
Accepted: 26 Aug 2021
Published online: 01 May 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article