<![CDATA[ABSTRAKPenelitian ini menganalisis peran kecerdasan buatan dalam CRM omnichannel terhadap kepuasan dan loyalitas pelanggan. Studi ini mengatasi fragmentasi literatur antara teknologi, integrasi kanal, dan pengalaman pelanggan. Metode yang digunakan adalah bibliometrik dan analisis konten terhadap 30 artikel Scopus. Analisis dilakukan menggunakan VOSviewer untuk mengidentifikasi pola dan klaster penelitian. Hasil menunjukkan tiga klaster utama, yaitu social CRM, analytical CRM, serta kepuasan dan loyalitas. Penelitian CRM masih didominasi pendekatan berbasis kanal, sementara AI belum berperan sebagai mekanisme integratif. Selain itu, kepuasan dan loyalitas masih diposisikan sebagai output statis. Penelitian ini menegaskan bahwa AI harus berfungsi sebagai penggerak orkestrasi perjalanan pelanggan untuk meningkatkan integrasi dan konsistensi pengalaman lintas kanal.Kata Kunci: CRM Omnichannel, AI, Kepuasan, Loyalitas PelangganABSTRACTThis study analyzes the role of artificial intelligence in omnichannel CRM on customer satisfaction and loyalty. It addresses the fragmentation in the literature regarding technology, channel integration, and customer experience. The methods employed include bibliometric and content analysis of 30 Scopus articles. The analysis was conducted using VOSviewer to identify research patterns and clusters. The results reveal three main clusters: social CRM, analytical CRM, and customer satisfaction and loyalty. CRM research remains dominated by channel-based approaches, while AI has not yet functioned as an integrative mechanism. Furthermore, customer satisfaction and loyalty are still treated as static outcomes. This study emphasizes that AI must serve as a driver for orchestrating the customer journey to enhance integration and consistency across channels.Keywords: Omnichannel CRM, AI, Customer Satisfaction, Customer Loyalty]]>
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