THE EFFECTIVENESS OF AI IN MARKETING "SPOTIFY WRAPPED": HOW IT AFFECTS INDONESIAN CUSTOMER'S ENGAGEMENT

• Main Author: Rasheesa Meidivia, Raysa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77332
• Institution: Institut Teknologi Bandung

In today's digital environment, a variety of marketing techniques are employed along with several tools to boost customer engagement. One of the digital promotions that uses AI is called Spotify Wrapped, and it has been running since 2016 on the Spotify music streaming service. Many consumers were drawn in by this digital advertising, which also changed how engaged they were with the music app. Three topics connected to what Spotify Wrapped does, how it might impact user engagement, and how this marketing campaign could succeed will be covered. Data will be gathered in two ways for this project, which will be in quantitative ways. A survey will be given to one hundred people in order to get primary data, and a literature study of relevant journals will be used to gather secondary data. The final outcome found that customer participate actively and passively to this marketing strategy. In order to understand the link between dependent and independent factors and the usage of AI in Spotify Wrapped and how it impacts users' engagement with the application, the analyzed data were also utilized to support the hypotheses that were developed. It also demonstrates that one of the factors influencing users' decisions to continue using the Spotify app is Spotify Wrapped. The research is constrained by the fact that it can only include 100 Indonesian respondents who have used or are presently using the Spotify app. This study looks at consumer behavior, particularly how consumers respond to personalized content and other digital marketing tools. This report also examines and offers advice on how a company might use artificial intelligence to grow its business.