Growth Marketing Powered by Artificial Intelligence onCostumer Lifecycle Optimization
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Abstract
The objective is to analyze the impact of Growth Marketing powered
by Artificial Intelligence (AI) in optimizing the customer life cycle. A qualitative, non-experimental, transversal and exploratory approach was adopted. Two interviews were conducted in 2024 per trial. Inclusion criteria required interviewees to be experts in digital marketing and using AI to optimize the customer experience. The instrument was a guide of 17 questions classified into seven categories: Introduction and context, impact on the customer life cycle, processes with AI tools in Growth Marketing, Growth Marketing and personalization, effectiveness in user retention, challenges and future and overall impact. The results indicated that AI has improved the personalization of customer experiences and operational efficiency, optimizing acquisition and retention processes. However, challenges were identified such as lack of
knowledge and training in the use of these technologies. It is concluded that AI offers significant potential to transform marketing and customer lifecycle management strategies; its successful adoption requires an investment in training and an ethical approach to the use of data.
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