Artificial intelligence in customer relationship management: literature review and future research directions

Purpose Due to the recent development of Big Data and artificial intelligence (AI) technology solutions in customer relationship management (CRM), this paper provides a systematic overview field, thus unveiling gaps providing promising paths for future research. Design/methodology/approach A total 212 peer-reviewed articles published between 1989 2020 were extracted from Scopus database, 2 bibliometric techniques used: bibliographic coupling keywords’ co-occurrence. Findings Outcomes analysis enabled authors identify three main subfields AI literature within CRM domain (Big as machine learning applied activities strategic AI–CRM integrations) capture each these subfields. This study also develops three-step conceptual model implementation CRM, which can support, on one hand, scholars further deepening knowledge field and, other managers planning an appropriate coherent strategy. Originality/value To best authors’ knowledge, is first systematise discuss regarding based analysis. Thus, both academics practitioners benefit study, it unveils important directions research practices.