Title: Artificial intelligence in customer relationship management: bibliometric analysis

Authors: Nguyen Van Thanh Truong; Tran Cong Toan

Addresses: Business and Management Research Group, Industrial University of Ho Chi Minh City (IUH), No. 12 Nguyen Van Bao, Hanh Thong Ward, Ho Chi Minh City, Vietnam ' Business and Management Research Group, Industrial University of Ho Chi Minh City (IUH), No. 12 Nguyen Van Bao, Hanh Thong Ward, Ho Chi Minh City, Vietnam

Abstract: This study employs bibliometric analysis to investigate the landscape of research on artificial intelligence (AI) within customer relationship management (CRM). Utilising Scopus data comprising 766 articles published from 1992 to 2024 and employing VOSviewer 1.6.20 software, co-authorship, and co-occurrence keyword analysis were conducted to assess the prevalence, impact, and evolving trends in this field. The findings reveal a notable increase in the quantity and depth of research on AI in CRM, spanning diverse organisations and countries globally. The analysis identifies four key themes with significant research activity: the application of machine learning and deep learning in CRM, the utilisation of big data in CRM, and the integration of CRM with various data techniques. This review contributes a comprehensive overview of prior studies and highlights the developmental trajectories of AI within CRM, offering valuable insights for organisations, researchers, and scholars seeking to identify promising areas for further investigation.

Keywords: artificial intelligence; AI; big data; machine learning; ML; deep learning; DL; customer relationship management; CRM; customer experience; CX; bibliometric analysis.

DOI: 10.1504/IJECRM.2025.148918

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.3, pp.174 - 198

Received: 27 Jun 2024
Accepted: 10 Jun 2025
Published online: 02 Oct 2025 *

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