Perumal, ElantheraiyanSupritha, R.Kasule, George WilsonKesavaraj, Geeta2025-05-022025-05-022025Perumal, E., Supritha, R., Kasule, G. W. & Kesavaraj, G. (2025). The integration of artificial intelligence in customer relationship management: enhancing customer experience through big data and machine learning. IGI Global.https://www.igi-global.com/chapter/the-integration-of-artificial-intelligence-in-customer-relationship-management/376112https://hdl.handle.net/20.500.12504/2278Rapid AI and its integration into virtually every business process stand on their own as a new generation in customer relationship management. This paper explores the transformative impact that AI, big data analytics, and machine learning have brought to CRM systems and strategies, looking closely at how they promise to revolutionize the customer experience in the digital revolution. In light of increasing competition in an increasingly data-driven marketplace, the traditional model of CRM is being rewritten. With AI-powered CRM solutions, businesses are now better equipped with new tools and capabilities that they can use to process extensive customer data to derive meaningful insights, thus enabling highly personal, efficient, and predictive customer relationships well beyond comparisons made thus far. As such, this change assumes a revolutionary shift from reactive to becoming more proactive so as to allow the much-needed ability to predict and preempt customers' needs and preferences with unprecedented accuracy.enArtificial Intelligence (AI)Customer relationshipManagementDataMachine learningArticle