International Research Journal of Education and Technology

The Role of AI and Machine Learning in Enhancing Customer Relationship Management (CRM) explores the transformative influence of artificial intelligence (AI) and machine learning (ML) on CRM strategies in business organizations. With the increasing need for personalization, efficiency, and scalability, AI and ML are reshaping the way businesses interact with customers. AI-powered tools are enhancing data collection, customer insights, predictive analytics, and personalized engagement. These advancements lead to improved customer satisfaction, loyalty, and retention. However, they also introduce challenges related to data privacy, security, ethical considerations, and over-reliance on automation. This study examines the benefits and risks of integrating AI and ML in CRM, providing an in-depth analysis of how these technologies can optimize customer relationships while also addressing potential pitfalls. The research uses surveys, case studies, and industry analysis to evaluate the impact of AI and ML on CRM performance. Ultimately, the study highlights the need for responsible AI usage in CRM to ensure that businesses can foster meaningful and ethical customer interactions in an increasingly automated world.

KEYWORDS
Artificial Intelligence (AI), Machine Learning (ML), Customer Relationship Management (CRM), Personalization, Predictive Analytics, Data Privacy, Customer Engagement, AI Ethics, Automation, CRM Tools, Customer Loyalty, Ethical AI.