Artificial intelligence and CRM usage and capabilities in Lille Metropolitan Area SMEs’ social media marketing

Abstract

Social media marketing (SMM) has become an essential tool for businesses of all sizes. However, for Small and Medium Enterprises (SMEs), limited resources and man-power often restrict their ability to fully leverage the power of SMM. Artificial intelligence (AI) is as a matter of fact, at the core of research, discussions, and criticism nowadays, whether through international, specialized, or local corporations, as well as through organizations, affecting numerous industries to varying degrees. Its application is expanding within businesses, particularly in marketing services and, more precisely, for predictive and strategic objectives, thanks to all of the data provided by Big Data in particular. Positive prospects are foreseen in terms of both technology and marketing tool adoption. Changes in market capture and anticipation are being adopted as a result of these new marketing approach methodologies, but processes are also taking place internally, within firms, to differing degrees and with different implications.