CUSTOMER RELATIONSHIP MANAGEMENT IN THE AGE OF AI

Abstract

The integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) has revolutionized how businesses interact with customers, enabling personalized experiences, efficient data management, and predictive insights. This study explores the impact of AI on CRM practices, focusing on the adoption challenges, technological advancements, and benefits for Pakistani businesses. Key AI tools such as chatbots, machine learning algorithms, and predictive analytics have enhanced customer engagement and satisfaction. The paper provides a comprehensive overview of AI-driven CRM frameworks, highlighting real-world applications in Pakistan’s service sector. The study also identifies barriers such as data privacy concerns and infrastructural limitations and suggests strategic recommendations for effective AI-CRM integration.