International Journal of Science, Engineering and TechnologyAuthors: Aleksandr Petrovich Gusev, Marina Vladimirovna Belova, Oleg Yurievich Zykov, Natalia Sergeevna Lapshina
Abstract: The evolving landscape of customer relationship management (CRM) demands dynamic, personalized, and predictive capabilities that extend beyond traditional rule-based systems. Generative AI, with its ability to understand, generate, and adapt language and data patterns, offers a transformative approach to CRM design. This research presents an architectural and functional framework for integrating generative AI into intelligent CRM systems. The study explores the core components necessary for such integration, including data ingestion pipelines, AI model orchestration, customer journey mapping, and compliance-aware decision engines. Through case simulations and prototype implementation, we demonstrate how generative AI enhances lead scoring, email automation, chatbot conversations, and strategic forecasting. The framework promotes proactive engagement, adaptive content generation, and real-time sentiment analysis, positioning CRM as a central driver of intelligent business ecosystems.
