Artificial Intelligence and Blockchain for Enhancing Customer Relationship Management (CRM) Systems: A Review of Emerging Trends and Challenges

Abstract

The integration of Artificial Intelligence (AI) and blockchain technologies into Customer Relationship Management (CRM) systems has the potential to revolutionize how organizations engage with their customers, streamline business processes, and ensure data integrity. This review synthesizes recent literature and market reports to highlight the emerging trends, benefits, and challenges of using AI and blockchain in CRM. We explore the capabilities of AI-driven data analytics, predictive modeling, and personalized customer engagement features, as well as the trust and transparency offered by distributed ledger technology. Furthermore, we identify technical, regulatory, and organizational hurdles that must be overcome for successful adoption. The review concludes by suggesting avenues for future research, including the development of standardized protocols, improved interoperability, and ethical frameworks for responsible AI and blockchain use in CRM ecosystems.