Abstract

The application of Artificial Intelligence (AI) to Customer Relationship Management (CRM) is transforming the way businesses interact with their customers and grow their revenue on a sustainable basis. This article offers a conceptualization to understand the strategic change in CRM with the advent and development in AI technologies in machine learning, natural language processing, predictive analytics, and intelligent automation. Built on Resource-Based View and Dynamic Capabilities Theory, the framework posits that the development of AI-CRM systems goes through four layers: data integration, intelligence generation, customer engagement, and feedback-driven optimization.