Strategic Integration Of Artificial Intelligence In Customer Relationship Management: A Path To Personalization

Artificial intelligence (AI) has revolutionised customer relationship management (CRM) by opening up previously inconceivable avenues for tailoring interactions with clients. In order to boost personalization and, thus, customer pleasure, the authors of this paper investigate how AI might be strategically integrated into CRM systems. Traditional CRM systems confront issues in satisfying the rising expectations of customers for personalised interactions. There is a significant lack of capacity to fully leverage AI within CRM frameworks as firms seek to develop meaningful interactions. However, there is a clear knowledge gap when it comes to offering a thorough grasp of the strategic integration of AI for establishing personalised customer interactions, despite the fact that multiple studies show the benefits of AI in CRM. This research aims to fill that void by providing an in-depth examination of the approaches used to integrating AI-driven personalization strategies into CRM platforms. The study uses a mixed-methods strategy, analysing industry case studies qualitatively and analysing AI-enabled CRM deployments quantitatively. The study primary objective is to learn about the effects of AI integration tactics on CRM personalization through in-depth interviews with industry professionals and data-driven assessments. The results indicate that personalization is greatly enhanced with the strategic integration of AI in CRM, which in turn increases customer pleasure and loyalty. The research presents a blueprint for organisations to successfully implement AI technology within their CRM systems, opening up opportunities to give more tailored services to their client.

I. Introduction

The adoption of Artificial Intelligence (AI) across industries has played a critical role in boosting creativity and productivity [1]. Personalised interactions with customers are crucial to a company long-term success, making CRM a prime candidate for AI deployment [2]. This research was motivated by the potential for AI to revolutionise customer relationship management (CRM), with the end goal of rethinking the status quo of CRM in order to better serve customers [3].