AI DRIVEN CUSTOMER RELATIONSHIP MANAGEMENT AS A TOOL FOR MANAGERIAL AGILITY UNDER ECONOMIC UNCERTAINTY AND DIGITAL DISRUPTION: A SYSTEMATIC LITERATURE REVIEW

Abstract

This paper examines how Customer Relationship Management (CRM) is being transformed by Artificial Intelligence (AI) into a managerial instrument for agility in periods marked by economic uncertainty and digital disruption. In unstable markets, customers become more selective, less predictable and more exposed to digital alternatives, which makes customer retention and fast managerial interpretation increasingly important. The objective of the paper is to analyse how AI driven CRM supports managers in understanding customer behaviour, identifying customer related risks and responding more rapidly to market changes. The study is designed as a systematic literature review, structured according to the PRISMA logic. The review is based on academic articles selected from major scientific databases and complemented by one official contextual source on the digital economy. The selected studies are examined through thematic coding, with attention to customer intelligence, predictive decision making, personalization, customer retention, organizational agility and the ethical limits of automation. The results suggest that AI driven CRM creates value not only by automating customer management activities, but especially by improving the quality and speed of managerial decisions. However, the paper also argues that agility cannot be produced by technology alone. Data privacy, customer trust, algorithmic bias and excessive automation remain critical limits. The contribution of the paper consists in developing a structured synthesis that connects AI driven CRM with managerial agility and responsible customer management under challenging business conditions.