Recent Trends of Customer Relationship Management in AI: A Scientometric Analysis

Abstract

Theoretical background: The popularity of AI in recent years has led to its integration with various industrial sectors. This spectrum of AI applications has brought numerous topics that are underexplored and need to be taken up. One such area is the integration of AI with customer relationship management (CRM) systems. In consequence, this research is valuable for the scientific community. Purpose of the article: The purpose of the research is to conduct scientometric analysis in the field of AI in CRM and to identify the most crucial areas of research, identify motor and niche themes in the AI-CRM and indicate future research trends. Research methods: The methodology was divided into three parts: data collection, descriptive analysis, scientometric analysis. In the research, “R programming” and “Biblioshiny” were used to conduct scientometric analysis. This made it possible to generate charts and a table based on gathered data and then analyse the results. Main findings: The results show there is a growth in AI-CRM systems subject since 2019. Keywords like “CRM”, “public relationship” or “data mining” were often used in research articles. Future research trends can be define among others: acceptance and trust for AI powered technology, impact on companies’ environment or relationship with customer.