CRM stands 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 through data analysis, this technology automates tasks, increasing productivity and efficiency.
When CRM and AI work together, companies gain a more accurate view of consumer behavior. This combination has been gaining traction and evolving in recent years.
CRM is a global trend in companies
According to GrandView Research, 91% of companies with at least 10 employees 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 personalized strategies and campaigns based on individual preferences.
In practice, a store can gather everything from website browsing behavior to purchase history and services acquired. This information makes it possible to adjust actions and optimize sales results.
Personalization increases conversion rates
With an efficient strategy, personalizing customer service with CRM support 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 integrating with automation tools.
CRM already offers features to segment customers based on age, gender, or behavior. With AI, however, this information is cross-referenced more intelligently, allowing companies to identify exactly where the consumer is in the purchase journey.
Additionally, AI performs these analyses more quickly 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 a range of advantages to marketing and sales teams. Among them:
- More personalized campaigns: with AI support, CRM identifies individual preferences and behaviors, enabling the delivery of relevant content to each consumer;
- Greater retention: analyzing purchase history and interactions helps predict the best time to reconnect with the customer, increasing purchase frequency;
- Higher average transaction value: based on consumption profiles, the system suggests complementary products or upgrades at the right moment in the purchase process;
- Precise audience segmentation: AI allows grouping consumers by interests, behavior, and lifecycle stage, facilitating personalized strategies for each profile;
- Data-driven actions: campaigns move from generic to guided by concrete data, with insights on the best content, channel, and time to engage the customer.
Overall, combining CRM with artificial intelligence means using data more strategically, better understanding consumers, and optimizing sales. This integration is already a reality for many businesses and is likely to become essential in the near future.
