CRM is the acronym for Customer Relationship Management. It is a system that allows companies to gather data from all interactions with their consumers on a single platform — and artificial intelligence has proven to be an ally in this process.
Currently, 41% of companies in Brazil already use AI in their operations. With the ability to identify patterns from data analysis, this technology automates tasks, increasing productivity and efficiency.
When CRM and AI work together, the company gains a more precise insight into consumer behavior. This combination has been gaining space and evolving in recent years.
CRM is a global trend in companies
According to GrandView Research, 91% of companies with at least 10 professionals already use some type of CRM system to manage customer relationships.
In digital marketing, this type of software organizes relevant information about each consumer, facilitating the creation of strategies and personalized campaigns based on individual preferences.
In practice, a store can gather everything from browsing behavior on the site to the history of purchases and services acquired. This information makes it possible to adjust actions and optimize sales results.
Personalization increases the number of conversions
With an efficient strategy, customizing customer service with the support of a CRM can increase conversion rates by up to 200%.
This includes, for example, conducting A/B tests to identify the best campaign formats, as well as integration with automation tools.
The CRM already offers resources to segment customers based on age, gender, or behavior. With AI, however, this information is crossed in a more intelligent way, allowing to identify exactly at what stage of the buying journey the consumer is.
In addition, AI executes these analyzes more agilely and efficiently, thanks to machine learning, which uses algorithms to interpret large volumes of data and predict future behaviors.
Benefits of integrating CRM and AI
The combination of CRM and artificial intelligence brings various advantages to marketing and sales teams. Among them:
- More personalized campaigns: with the support of AI, CRM identifies individual preferences and behaviors, allowing the sending of relevant content to each consumer;
- Greater customer loyalty: analyzing the history of purchases and interactions helps predict the best time to re-engage with the customer, increasing purchase frequency;
- Increase in average transaction value: based on consumer profile, the system suggests complementary products or upgrades at the right time of purchase;
- Precise audience segmentation: AI allows grouping consumers by interests, behavior, and lifecycle stage, facilitating personalized strategies for each profile;
- Data-driven actions: Campaigns are no longer generic but guided by concrete data, with insights on the best content, channel, and timing to impact the customer.
Overall, combining CRM with artificial intelligence means using data more strategically, understanding consumers better, and optimizing sales. This integration is already a reality in many businesses and is likely to be essential in the near future.
