Customer Relationship Management (CRM) Based Artificial Intelligence (AI): A Bibliometric Analysis

Abstract

In an increasingly digital business environment, companies must continuously meet evolving customer expectations. Customer Relationship Management (CRM) has long served as a strategic tool to build and maintain customer relationships, but its integration with Artificial Intelligence (AI) is transforming the depth and quality of these interactions. This study aims to map and critically assess the current state of research on AI-driven CRM, providing a comprehensive foundation for future scholarly inquiry and managerial practice. Employing bibliometric analysis of 987 publications published in 2024 using PoP and VOSviewer, this study identifies emerging themes, research trends, and significant knowledge gaps. Key underexplored areas include organizational efficiency, CRM platforms, customer personalization, PRISMA-based methodologies, big data applications, e-banking innovations, and implementation within higher education institutions (HEIs). By consolidating fragmented insights and highlighting research frontiers, this study contributes to both academia and practice by offering a structured roadmap for advancing the theory and application of AI-enabled CRM.