The impact of artificial intelligence on customer relationship management in Moroccan e-commerce platforms

Abstract

This study highlights the structuring effect of artificial intelligence on customer relationship management within Moroccan e-commerce microsites. The analysis, conducted before and after the deployment of algorithmic solutions, shows a marked improvement in click-to-conversion rates, lead conversion, and a clear reduction in customer attrition. The findings indicate that AI reshapes the sales funnel while strengthening the outside-in philosophy: the firm becomes more responsive to expressed or latent market needs and continuously adjusts its offerings and interactions. Finally, the study encourages managers to invest in the infrastructure and skills required to embed these practices sustainably and maximize their impact on customer lifetime value.