AI AND BIG DATA ANALYTICS IN CRM-ERP: A ROADMAP FOR SMARTER BUSINESS STRATEGIES

Abstract

The integration of Artificial Intelligence (AI) and Big Data Analytics into Customer Relationship Management (CRM) within Enterprise Resource Planning (ERP) systems is transforming business strategies. This paper explores how AI-driven analytics enhance CRM-ERP capabilities, leading to smarter decision-making, predictive insights, and improved customer engagement. By analysing various AI techniques such as machine learning, natural language processing, and predictive analytics, this study outlines the benefits, challenges, and future potential of AI in CRM-ERP systems.