Contribution of AI-Driven Communication and CRM to Competitive Strategy
Alberto Carneiro ORCID ↗
International Journal of Research in Business and Social Science · 2026 · Vol. 15 / Issue 5 · 39-47
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Abstract
This paper examines the integration of Information and Communication Technologies (ICT) and Artificial Intelligence (AI) into Customer Relationship Management (CRM) and their high value in supporting strategic competitiveness. To examine the links among strategy formulation, ICT, AI, and uncontrollable factors affecting business operations, this study proposes an interpretive model of these relationships, with strategic competitiveness as the dependent variable. Drawing on interviews and real-world data from several SMEs, the research findings indicate that although adopting AI and forecasting practices may pose challenges, mid-level and top managers increasingly recognize the importance of ICT and AI in formulating and implementing competitive strategies that enhance organizational competitiveness. The key results are discussed, and directions for future research are suggested.
Keywords: {'name': 'competitiveness, strategy, customer relationship management (CRM), artificial intelligence (AI), information and communication technology (ICT)'}
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Alberto Carneiro
Autonomous University of Lisbon
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