Transforming Customer Relationship Management through Disruptive Technology: An Empirical Study on Role of Artificial Intelligence and Machine Learning

Businesses, in an effort to keep up with the changing world, are now finding new ways to connect with their customers, and Artificial Intelligence (AI) is playing a big role in this change. AI tools like chatbots and systems that predict what customers need help companies be more efficient and give faster, more personalized, and more helpful service. Al and Machine Learning (ML) make it easier for businesses to understand their customers and build trust with them. AI is also helping businesses learn more about customer behavior and it is getting possible to solve problems even before they happen. But using AI isn’t always easy. Companies need to make sure customer data is safe, use AI responsibly, and keep a balance between technology and human connection. This paper looks at how disruptive technologies like AI and ML are changing customer relationship management (CRM), the benefits it brings, and the challenges businesses face. With careful planning, AI can help businesses grow while creating better connections with their customers. A sample of 219 was collected to find the result of the study. The factors identify the impact of AI and ML on Customer Relationship Management are Personalization and Customer Experience, Data Processing and Management, Enhanced Decision-Making, and System Automation.