Abstract
This systematic literature review investigates the use of artificial intelligence (AI) in enhancing customer relationship management (CRM) in e-commerce. Following PRISMA guidelines, the review analysed peer-reviewed articles from Scopus and Web of Science published since 2010. The findings reveal that AI technologies, such as behavioural analytics, customer segmentation, and big data mining, significantly improve personalized marketing and customer engagement. AI-driven system integrations and cloud services enhance e-commerce infrastructure, leading to better scalability and efficiency. AI also aids in customer retention through churn prediction and personalized engagement. Additionally, AI-powered personalization and efficient customer support greatly improve customer satisfaction. This review underscores the transformative impact of AI on CRM in e-commerce, providing valuable insights for academics and practitioners. It emphasizes the strategic importance of AI adoption in CRM systems to boost customer engagement, retention, and satisfaction, thereby revolutionizing CRM practices and enhancing customer experiences in the e-commerce sector.
Recommended Citation
Bulut, Yunus Emre and Taşkın, Nazım, "Exploring the Role of Artificial Intelligence in Enhancing CRM Activities within E-commerce a Systematic Literature Review" (2024). MCIS 2024 Proceedings. 28.
https://aisel.aisnet.org/mcis2024/28