Peran Artificial Intelligence dalam Optimalisasi Customer Relationship Management (CRM) dan Pemasaran Digital

Wira Yudha Alam (Manajemen, Universitas PGRI Adi Buana Surabaya)
Aris Junaidi (Manajemen, Universitas PGRI Adi Buana Surabaya)
Zulfa Risma Irnanda (Manajemen, Universitas PGRI Adi Buana Surabaya)

Economics and Digital Business Review
Vol. 5 No. 2 (2024)

This article discusses the role of Artificial Intelligence (AI) in optimizing Customer Relationship Management (CRM) and digital marketing. The integration of AI in CRM offers companies the ability to analyze customer data more effectively, improve service personalization, and automate customer interactions through chatbots, predictive analytics, and consumer behavior pattern recognition. AI also facilitates faster decision-making in digital marketing strategies, strengthens customer experience, and improves marketing efficiency. This study shows that the implementation of AI can increase customer loyalty and give companies a competitive advantage in an increasingly complex and dynamic marketing world.