Current Volume 9
Abstract
The emergence of Generative Artificial Intelligence (AI) technologies has significantly redefined the capabilities and scope of Customer Relationship Management (CRM) systems in modern business environments. This review paper critically explores the integration of generative AI within CRM, focusing on its transformative impact on customer engagement, service automation, personalization, and decision-making. It examines a broad range of applications including intelligent chatbots, content generation for marketing, personalized recommendation engines, predictive customer analytics, and AI-driven email automation. Drawing on real-world case studies, industry insights, and recent academic research, the paper identifies the key benefits such as improved customer satisfaction, increased operational efficiency, and enhanced revenue generation. It also highlights critical challenges like data privacy concerns, algorithmic bias, system interpretability, and integration complexity with legacy infrastructures. The paper further investigates the role of AI in fintech CRM, sentiment analysis, and omnichannel customer experience, while also addressing ethical implications and compliance with data protection regulations. Through a comprehensive analysis of existing literature and technology use cases, this study provides a consolidated understanding of how generative AI is reshaping CRM strategies and operations, and offers a strategic framework for businesses to harness its potential responsibly and effectively.
Keywords
Generative Artificial Intelligence, Customer Relationship Management (CRM), Personalized Customer Engagement, AI-Driven Chatbots
Citations
IRE Journals:
Md Shahnawaz Akhtar , Prof. Vijaya Rajput
"Exploring Generative AI Applications in CRM: A Review of Use Cases and Future Directions" Iconic Research And Engineering Journals Volume 8 Issue 8 2025 Page 964-974
IEEE:
Md Shahnawaz Akhtar , Prof. Vijaya Rajput
"Exploring Generative AI Applications in CRM: A Review of Use Cases and Future Directions" Iconic Research And Engineering Journals, 8(8)
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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