Global developments have transformed the relationship between customers and businesses. Marketing has become focused on communicating with customers, gathering detailed information about them, identifying them as individuals, segmenting them based on similar or shared characteristics, and then offering products and services based on this data. Businesses that prioritize customers have begun to prioritize customer satisfaction, loyalty, and commitment. In this context, they have adopted Customer Relationship Management (CRM), a strategic approach involving the collection, management, and intelligent use of data with the support of software programs to develop relationships with new, existing, and especially valuable customers. Recently, as the number of customers has increased, data analysis has become more challenging, leading to the intervention of artificial intelligence (AI). While traditional CRM approaches supported by software programs remained largely record-keeping systems, analytical and AI-powered approaches have expanded to include predicting customer behavior, segmentation, personalization, and automated decision-making processes, becoming strategic decision-support systems. This allows businesses to easily, quickly, and effectively interpret big data, better understand their customers, improve customer relationships, and gain a competitive advantage.