Artificial Intelligence in CRM Education

Artificial intelligence (AI) is an applied information technology with the potential to transform processes in various fields and sectors. The highest expectations are associated with administrative support, engineering, management and marketing, computers, healthcare, and education institutions and libraries, which also find their place in this transformation. AI-driven automation will affect public tasks such as data entry, meetings and presentations, or document management. Good examples may be observed in CRM systems, where AI generates content and personalized emails, creates predictive analytics to gain insights into customer behavior, and provides support for natural language processing. in the context of education, AI technologies open up opportunities for critical thinking rather than repetition in navigating applications like CRM systems. There is more room for real-time feedback to engage students effectively, leading to a better learning experience. This article presents experiences from courses that focus on analytic thinking about customer relationship management. ChatGPT is used to illustrate the variability in the description of necessary terms and processes. Active work involves not just passively receiving content but it is about thinking for the right expression, exploring innovative possibilities, and subsequently testing in selected CRM systems. For example, this evaluation is in the form of a classic SWOT analysis, or it is more flexible, involving the identification of both positive and less positive experiences and the knowledge required to solve the assigned tasks.