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@article{193790,
        author = {Mr Pratik Wankhede and Ms Payal Chavhan and Ms Varsha Khewale and Ms Shamal Dhodare},
        title = {AI Integration in CRM Systems: Challenges, Organisational Readiness and Effects on Customer Experience},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1159-1164},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193790},
        abstract = {The integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems is transforming how organisations manage customer interactions and enhance customer experience. Despite its strategic potential, many firms face significant challenges in adopting and integrating AI within existing CRM frameworks. This study examines the key technological, organisational, and human-related barriers affecting AI integration in CRM systems and evaluates the role of organisational readiness in facilitating successful implementation. Using a quantitative research design, data are proposed to be collected from marketing and CRM professionals across various industries. The study investigates how factors such as data quality issues, lack of AI expertise, resistance to change, and high implementation costs influence AI adoption outcomes. Furthermore, it explores the impact of AI-enabled CRM on customer experience indicators, including personalisation, responsiveness, satisfaction, and retention. The findings aim to provide theoretical insights into AI adoption models and practical implications for managers seeking to enhance customer-centric strategies through intelligent CRM solutions.},
        keywords = {Artificial Intelligence, Customer Relationship Management, Organisational Readiness, AI Adoption Challenges, Customer Experience, CRM Integration.},
        month = {March},
        }