Artificial Intelligence and Customer Relationship Management: Enhancing Engagement and Loyalty

Abstract

The rapid evolution of artificial intelligence (AI) technologies has significantly impacted various domains, including Customer Relationship Management (CRM). AI-powered CRM systems are revolutionizing customer engagement and loyalty strategies. This review article explores the integration of AI in CRM, its role in enhancing customer experiences, and the subsequent impact on engagement and loyalty. By analyzing recent advancements in AI (2013-2024), this paper examines AI-driven solutions such as predictive analytics, natural language processing, and personalized marketing automation. The findings highlight how AI tools have enabled businesses to deepen customer relationships, optimize service delivery, and foster long-term loyalty. This paper concludes with insights into the challenges of AI adoption in CRM and future trends that could shape this evolving field.