Adoption of AI-CRM for Public Value Creation

Inspired by the success of organisations in the private sector, public organisations turned to customer relationship management (CRM) tools to learn about various citizen groups and their particular needs. Recently, AI-driven CRM (also referred to as AI-CRM) has increasingly gained recognition as a revolutionary solution for improving the relationship between organisations and their customers—by automating routines, improving segmentation and prioritisation, providing virtual assistance, and guiding employees. However, various challenges were found to hinder the adoption of the technology and the realisation of the anticipated benefits of AI-CRM in the public sector. This study explores AI-CRM adoption and integration with existing systems at the Ministry of Labour of Israel. Based on the review of the extant literature and in-depth interviews with selected experts in various units, we present the expected results and contributions of the ongoing study.