Ai-Powered Customer Experience: Personalization, Engagement, and Intelligent Decision-Making in Crm

There has been a recent increase in interest regarding the remarkable potential of artificial intelligence (AI) to profoundly transform online advertising. The purpose of this research is to critically assess how AI can enhance customer experience (CX) in various business applications. We aim to identify important concepts, evaluate the impact of AI-powered CX initiatives, and offer suggestions for future research. By conducting a thorough analysis of academic publications, industry reports, and case studies, this study extracts theoretical frameworks, empirical findings, and practical insights. The results highlight the significant changes that occur with the integration of AI into Customer Relationship Management (CRM). AI enables personalized interactions, strengthens customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four key themes emerge from research findings: personalized service, improved engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article makes a valuable contribution to the AI in CRM discourse by summarizing the current state, exploring key themes, and suggesting future research opportunities. It is strongly advocated for responsible AI implementation, emphasizing ethical considerations and providing guidance to organizations as they navigate the opportunities and challenges presented by AI.