author(s)
Dr. Jyoti Bansal

abstract
The integration of Artificial Intelligence (AI) into managerial decision-making is reshaping how organizations function, formulate strategies, and maintain a competitive edge. This paper examines the role and effectiveness of Artificial Intelligence (AI) in enhancing Customer Relationship Management (CRM) systems. As businesses increasingly adopt AI technologies, AI-powered CRM tools have become critical in personalizing customer interactions, predicting customer needs, and improving overall satisfaction. This study examines current AI capabilities in CRM, evaluates their impact on customer experience, and identifies key challenges and future directions. Findings indicate that AI-driven CRM tools significantly improve customer engagement, satisfaction, and loyalty when integrated effectively, though ethical concerns and data quality remain as major hurdles.