Cited by 57AI in Service InteractionsArtificial Intelligence ApplicationsDigital Innovation in Industries

Artificial intelligence in customer relationship management: A systematic framework for a successful integration

Open access
Ledro, Cristina, Nosella, Anna, Vinelli, Andrea, Dalla Pozza, Ilaria, Souverain, Thomas·2025·Journal of Business Research

Abstract

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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Crossref · 10.1016/j.jbusres.2025.115531

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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
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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