Dynamic customisation of products and services through intelligent communication

Abstract

This research explored how intelligent communication strategies could enable dynamic customisation of products and services within South African businesses. The study aimed to address the gap in AI-driven customisation adoption by investigating how businesses leverage AI, machine learning, and data analytics to enhance customer-centric product offerings. Using a qualitative research design, in-depth interviews with business leaders and industry experts were conducted. Thematic analysis through ATLAS.ti identified key themes related to AI integration, customer engagement, and business performance. The findings will contribute to both academic discourse and practical applications by offering insights into the challenges and opportunities of AI-driven product dynamism in emerging markets. To achieve this, the study employed a structured interview guide designed to explore key research themes, including AI adoption challenges, customisation strategies, and consumer engagement. Participants were asked about their experiences with traditional and AI-driven communications, the role of intelligent automation in business operations, and the barriers to full-scale implementation. The interview guide ensured consistency in data collection while allowing flexibility for participants to share unique insights that align with their industry- specific experiences. Findings from the study indicated that AI-driven intelligent communication significantly enhances customer engagement and operational efficiency, yet adoption remains limited due to cost constraints and skills shortages. Businesses that integrate AI with hybrid human-AI interaction models report higher customer satisfaction and trust. Additionally, regulatory uncertainty and infrastructure challenges were identified as key barriers to widespread AI implementation. The study provides strategic recommendations to overcome these barriers and optimise AI-driven customisation strategies, ensuring sustainable growth in South Africa’s evolving digital economy.