AI-Driven Innovation in CRM: Exploring the Potential of Generative Models for Customer Experience Optimization

AI-Driven Innovation in CRM: Exploring the Potential of Generative Models for Customer Experience Optimization

1 Yamini Dwivedi, J D College of Engineering and Management

2Angel Kurde, BP-British Petroleum

Abstract

Artificial Intelligence (AI) is reshaping Customer Relationship Management (CRM), with generative models driving a new wave of innovation. This study investigates the potential of generative AI models in optimizing customer experience and streamlining CRM processes. By enabling more tailored customer interactions, predictive analytics, and automating intricate tasks, generative AI technologies are creating opportunities to enhance CRM efficiency.

The research explores how generative AI can transform CRM practices, focusing on customer segmentation, sentiment analysis, and dynamic response generation. Through case studies and data exploration, the paper illustrates how organizations can leverage AI-driven CRM tools to improve customer satisfaction, engagement, and retention. It also examines challenges such as data security, model accuracy, and the complexities of integrating AI systems with traditional CRM platforms.

By offering an in-depth analysis of AI’s role in CRM transformation, this research outlines strategies for future customer-centric approaches and underscores the growing impact of generative AI on improving customer management.