Examining the Impact of Artificial Intelligence on Decision-Making and Customer Relationship Management in Management Information Systems: A Qualitative Study

Abstract

This research explores the integration of Artificial Intelligence (AI) into Management Information Systems (MIS), focusing on its transformative role in Decision-Making (DM) and Customer Relationship Management (CRM). It examines how AI techniques like Machine Learning (ML), Natural Language Processing (NLP), and predictive analytics enhance operational efficiency, strategic decision-making, and customer engagement. Using a qualitative approach, including case studies, industry surveys, and secondary data analysis, the study assesses the real-world applications of AI in automating tasks, improving data utilization, and personalizing customer experiences. The findings reveal that AI significantly optimizes decision-making by automating complex processes, enhancing forecasting accuracy, and optimizing resource allocation. In CRM, AI-powered tools such as chatbots, virtual assistants, and customer segmentation algorithms improve customer satisfaction, loyalty, and retention. However, the study also highlights challenges in AI integration, such as data quality, ethical concerns, and high implementation costs. The research offers practical recommendations for businesses looking to adopt AI in their MIS, emphasizing the importance of investing in data infrastructure, adopting AI tools incrementally, and ensuring ethical AI practices. This study contributes valuable insights into how AI can revolutionize business processes, providing a roadmap for future research and practical implementation across industries.