Exploring the Impact of Generative AI on CRM

One of the most important and promising areas for the application of generative AI and large language models (LLMs) is customer relationship management (CRM). These emerging technologies greatly enhance the automation of complex CRM processes by improving customer interactions and personalization. This study, based on articles from the Scopus database published between 2000 and 2024, examines research on generative AI and its impact on CRM, providing a comprehensive overview of global advances in the field. In addition, the study identifies underexplored areas and highlights a significant gap between existing research and potential applications of generative AI in CRM. This underscores the need for further empirical investigations, supported by robust theoretical frameworks, to enrich our understanding of the impact of generative AI on CRM. The study also opens new avenues for future research, particularly in the integration of generative AI at different stages of CRM development. It advocates the creation of methodologies and tools to improve customer relationships, thus bridging the gap between theoretical knowledge and practical applications.