Abstract: Customer relationship management (CRM) is a set of practices, approaches, and technologies used by businesses to manage and analyze customer interactions and data throughout the customer lifecycle. CRM systems gather information about
customers from various points of contact between them and the business, such as the company s website, the company s phone
line, live chat, direct mail, marketing materials, and social media. Utilizing automation and artificial intelligence solutions to better analyze consumer purchasing patterns, boost brand-customer contact, and fortify client relationships has been a major
emphasis for many businesses in the retail sector. Businesses have used artificial intelligence to automate CRM, allowing them
to engage customers based on their inquiries and the information they want, effectively address customer inquiries, and boost customer loyalty. Artificial intelligence (AI) technologies are becoming more and more pervasive in our society as they lay
the groundwork for innovative value propositions and standout client experiences. AI is essential for providing improved customer experiences, which strengthen the consumer-brand relationship and brand distinctiveness. The goal of this study is
to evaluate the effects of implementing an AI-based customer relationship management (CRM) system for managing businessto-business relationships in the marketing sector