Abstract

This paper researches the transformative role AI technologies play in customer relationship management (CRM), paying special attention to advanced tools such as machine learning and natural language processing. As such, it highlights an impact of AI on making complex tasks automated, segmentation of customers, and production of real-time insights for customers. The paper also elaborates on how AI-related personalization helps in greater customer engagement and retention by discussing the integration of legacy systems with AI. Through interviews of CRM professionals and case studies, positive business outcomes arise including increased customer loyalty and satisfaction, as well as higher revenue growth. Thus, the findings provide even further insight into the operational benefits of AI, creating real-world practical knowledge from applying AI in CRM systems.