Role of Artificial Intelligence in Enhancing Customer Relationship Management in E - Commerce
Authors/Creators
- 1. Jagannath University, Delhi NCR, Haryana, India
- 2. School of Engineering & Technology, Vivekananda Institute of Professional Studies, Technical Campus, Pitampura, Delhi, India
- 3. Faculty of Business Administration, GLS University, India
Description
Abstract: Artificial intelligence (AI) has emerged as a transformative force in the evolution of customer relationship management (CRM), particularly within the rapidly expanding e-commerce sector. This paper examines the role of AI-driven technologies such as machine learning, predictive analytics, natural language processing, and intelligent automation in improving customer acquisition, engagement, retention, personalization, and post-purchase service. Through a conceptual and literature-based analysis, the study highlights how AI enables data-driven decision-making, enhances customer experience, and strengthens competitive advantage for online businesses. It also explores challenges including data privacy, algorithmic bias, and technology adoption barriers. The findings underscore that AI-enabled CRM reshapes digital commerce by offering hyper-personalized interactions, operational efficiency, and long-term customer loyalty.
Keywords: Artificial Intelligence, Customer Relationship Management, Entrepreneurship, E - Commerce
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