Digital Transformation: Why Customer Experience (CX) Has Become Central to Everything

Technological innovations, including AI, are no longer simply tools for efficiency; they are now core engines for understanding customer emotions and context and providing tailored communications accordingly.


Many companies, both domestically and internationally, are already leveraging AI and data to transform customer experiences.
This trend suggests that advertising and PR must expand beyond simple information delivery to hyper-personalized communication through the connection between customer data and emotions.

This book explores how customer experience (CX) is becoming a strategic core of branding and PR in the age of AI.
The process of combining sophisticated data-driven analysis with creative message design to deliver differentiated value and experiences to customers presents a new direction for the advertising and PR industries.
Additionally, we aim to highlight the potential of "AI-based customer experience research," which has not yet been fully systematized, from both academic and practical perspectives.

This book presents a new era of brand strategy at the intersection of AI, data, and communication in a rapidly changing digital environment, offering practical insights to advertising and PR professionals, researchers, and students.