Markets
Engineering offers a wide range of products, services and projects, organised in 11 portfolio areas.
Discover more
Technologies
Engineering complements its offerings by grounding the value of technologies that enable Clients in Digital Transformation.
Discover more
Platforms
With 40 years of experience, we have developed a portfolio of proprietary platforms, frameworks and tools for the digital transformation of our Clients' business processes.
Discover more
Papers
Discover more
Stories
Discover more
Podcasts
Listen to Engineering podcasts on computing and technology: AI, Big Data, Blockchain, Cloud, Cybersecurity, IoT and more...
Discover more
Events
Discover more
Solutions
Infographic
AI-driven CRM: the evolution
The new Customer Relationship Management: predict, personalize, act.
×
Optimize sales, marketing, customer service, and e-commerce, improve Customer Experience, increase operational efficiency: the opportunities of AI-CRM integration
Artificial Intelligence is one of the main transformative forces across every sector, and its impact on CRM processes is evident: advanced personalization, intelligent automation, predictive analytics, and real-time assistance are changing the way companies manage Customers.
AI becomes the native engine of relationships:
- AI agents that collaborate (or act autonomously) alongside teams
- Real-time analysis of all digital touchpoints
- Proactive, personalized, multimodal responses
- Intelligent orchestration of ecosystems of specialized agents
Artificial Intelligence generates content, automation, and insights in natural language, reshaping the relationship between brand and customer, turning data into dialogue, and redesigning the customer experience.
But how are organizations facing this evolution? Which tools are they adopting, with what objectives, and what obstacles do they encounter in integrating AI into their technological ecosystem?
CRM is no longer just a database: it is the company’s nervous system
The challenge for any organization is not whether to integrate AI into CRM processes but how to orchestrate it, keeping in mind 3 main directions:
- AI embedded in the interface: natural language as the new UI
- Copilot/Agent to ensure operational autonomy
- Security & personalization for compliant, tailored AI
Transforming CRM into an AI-driven platform requires setting clear objectives, preparing data, engaging the organization’s people, and establishing project governance.
At Eng, we can guide and support companies in the technological implementation of an AI-Powered CRM, starting from the definition and direction of strategic transformation choices thanks to our consulting capabilities and a competence center CRM & Digital CX Consulting, combined with deep knowledge of processes and technologies. For several years, we have also actively collaborated in the research activities of the CRM Observatory by C-Direct Consulting.
A 5-phase roadmap, from idea to pervasive adoption
Effective AI adoption is a strategic journey: it starts with the “why” and arrives at “how we improve customer value.”
The result? A living, adaptive, integrated, and scalable CRM, where every customer is followed with surgical precision, every data point is transformed into action, every operator is empowered, not replaced.
THE CRM OBSERVATORY
The CRM Observatory is the result of our long-standing collaboration with C-Direct Consulting srl, and, since 2015, has monitored a set of indicators that help understand how Customer Relationship Management is evolving not only over time but also based on company size, industry, and the Italian market.
Research and data analysis are the core of the CRM Observatory’s activities. These are complemented by the production of in-depth materials on the most interesting emerging trends, online and offline CRM events, and training courses.
Each edition is accompanied by a thematic focus in addition to the overall scenario analysis. After examining topics such as Data Analytics, Digital Transformation, and Omnichannel, the 10th edition of the Observatory explores one of the most discussed trends today: the connection between CRM & AI.
The CRM Observatory in numbers
0
+
Participating companies
0
+
Months of monitoring
0
+
Insights analyzed
0
+
Event attendees
Generative AI is no longer in the lab: it is a strategic enabler reshaping competitiveness and the customer journey.
Elisa Fontana
Senior CRM Consultant Engineering
Toolbox
Let's make it real, together!
OBSERVATORY
10th CRM Observatory
AI applied to Customer-Driven processes
Discover more
COMPETENCE CENTER
CRM & Digital CX Consulting Services
We support organizations throughout the Digital Transformation process.
Discover more
Case Study
Data and Artificial Intelligence for cross-selling marketing
Discover more
-
OBSERVATORY
10th CRM Observatory
AI applied to Customer-Driven processes
Discover more -
COMPETENCE CENTER
CRM & Digital CX Consulting Services
We support organizations throughout the Digital Transformation process.
Discover more -
Case Study
Data and Artificial Intelligence for cross-selling marketing
Discover more
Recommended for you
Explore additional content associated with the topic
