AI in customer relationship management (CRM)

This episode of Techsplainers explores how artificial intelligence is changing customer relationship management by helping organizations organize customer data, automate business processes and create more timely, relevant interactions across sales, marketing and service. It explains how AI moves CRM beyond recordkeeping and into prediction, personalization and operational insight. The episode looks at the rise of AI in CRM, tracing the shift from early database-style systems to modern platforms that use machine learning, natural language processing and generative AI to interpret customer behavior at scale. It covers the benefits most specific to AI-powered CRM, including predictive analytics, lead scoring, sentiment analysis, marketing personalization, workflow automation and the ability to manage unstructured data such as emails, transcripts and support notes. It also highlights practical use cases across business intelligence, customer service, sales optimization, customer service, sales optimization, process improvement and data management, while addressing the importance of accurate data, privacy and customer trust. As the final episode in the week’s series on improving customer experience with AI, it brings the focus inward to the systems that help connect every stage of the customer relationship. Find more information at https://www.ibm.com/think/topics/ai-crm Find more episodes: https://www.ibm.biz/techsplainers-podcastNarrated by Amanda Downie