Artificial intelligence in customer relationship management: A systematic framework for a successful integration
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This paper explores the integration of artificial intelligence (AI) applications into customer relationship management (CRM), focusing on how organizations can implement AI successfully in this context. Using an explorative qualitative approach that includes interviews with AI experts, solution providers, and companies attempting AI-CRM integration, we identify key steps and practical activities often overlooked in literature and industry practice. Our findings provide a comprehensive framework for integrating AI into CRM, emphasizing aspects such as ethics by design, customer data centralization, model retraining, and ongoing user involvement. This study offers academic contributions by extending theoretical insights on AI-CRM integration and provides practical guidance for executives and practitioners, helping align AI capabilities with CRM peculiarities to meet business needs.
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Fute, A. Z., Oubibi, M., Amihere, A., Kangwa, D., & Msafiri, M. M. (2026) · Education and Information Technologies · doi:10.1007/s10639-026-14135-5
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- Authors
- Ledro, C., Nosella, A., Vinelli, A., Dalla Pozza, I., & Souverain, T.
- Affiliations
- University of Padua (IT)
- Université Paris Sciences et Lettres (FR)
- Corresponding author
- Ledro, Cristina
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2025-10
- Volume
- 199
- Pages
- 115531
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W4411306192
- Cited by
- 33
- References
- 79
- Citations by year
- 2026: 26 · 2025: 7
- FWCI
- 13.29
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Business Research (publishedVersion, cc-by)
- Padua Research Archive (University of Padova) (submittedVersion, cc-by-nc-nd)
- Funders
- European Commission
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Digital Innovation in Industries
- Keywords
- artificial intelligence, customer relationship management, artificial intelligence integration, ethics by design, model retraining, user participation, AI implementation
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