Artificial Intelligence Applied to Customer Relationship Management as a Support for Decision Making
DOI:
https://doi.org/10.14295/idonline.v20i82.4389Keywords:
Artificial Intelligence, CRM, Analytics, MarketingAbstract
Digital transformation has brought about significant changes in the organizational environment, demanding greater analytical capacity and data-driven strategic decisions from companies. In this context, Artificial Intelligence (AI) stands out as a tool capable of optimizing processes and expanding information analysis. Simultaneously, Customer Relationship Management (CRM) systems assume a strategic role in managing customer relationships, allowing for the storage and organization of commercial data. This study aimed
to analyze, based on scientific literature, how the integration of artificial intelligence into CRM systems contributes to strategic decision-making in micro and small enterprises, seeking to identify the main applications of these tools, understand their contribution to the decision-making process, and evaluate their impacts on organizational management. The research is characterized as applied, with a qualitative approach and a bibliographic review technical procedure, based on books and scientific articles on artificial intelligence, strategic management, and CRM. The results indicate that the integration between AI and CRM enhances data analysis, customer segmentation, behavior prediction, and support for strategy formulation. However, challenges related to costs, technical training, and organizational alignment are identified. In conclusion, the integrated adoption of these technologies can represent a significant competitive advantage for micro and small businesses, by promoting more accurate, data-driven decisions aligned with the demands of the contemporary organizational environment.
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