ARTIFICIAL INTELLIGENCE AND RELATIONSHIP MARKETING: ENHANCING CRM STRATEGIES – A LITERATURE REVIEW
DOI:
https://doi.org/10.56238/levv16n53-125Keywords:
Relationship Marketing, Artificial Intelligence, ConsumerAbstract
The present article aims to conduct, through a literature review, a discussion on the use of Artificial Intelligence (AI) in the potential creation of customer relationship strategies, addressing concepts and theories of the evolution of relationship marketing and the role of Customer Relationship Management (CRM), proposing ways to use these intelligences to enhance strategies and provide insights into current and future trends in this field of study.
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