INTELLECTUAL TRANSFORMATION OF CRM SYSTEMS AS A STRATEGIC IMPERATIVE OF MARKETING MANAGEMENT

Abstract

The article is devoted to a comprehensive study of the strategic foundations for implementing hyperpersonalization in CRM systems as a key tool of modern marketing management in the era of global digitalization. The relevance of the study is driven by the fundamental transformation of consumer models, within which traditional approaches to market segmentation are gradually losing their effectiveness, giving way to the demand for individualized, real-time interaction between the company and the client. The work focuses on the critical need to transition to modern marketing management models based on the synergy of artificial intelligence, predictive analytics, and customer data platforms. The methodological framework of the study is based on a systematic approach to examining the technological architecture of marketing management, the application of behavioral analysis methods, strategic customer journey mapping tools, and qualitative expert assessments of the functional capabilities of integrating intelligent solutions into business practice in Ukraine. During the study, a conceptual model of consumer pattern transformation was developed, demonstrating the evolutionary shift from passive consumer behavior to the model of an active customer – a “co-creator of value” in the intelligent brand ecosystem. A detailed AI-HUB hyperpersonalization technology stack was formed, including customer data platforms, automation tools, generative artificial intelligence, and cybersecurity mechanisms. A taxonomy of hyperpersonalization strategies was systematized, taking into account the specifics of the B2C and B2B sectors, especially in the context of the transition to the “cookieless future” market. Strategic challenges to the implementation of hyperpersonalization in intelligent CRM systems were identified. The dominant role of the “personalization paradox” is emphasized, which consists in the contradiction between the desire for maximum service relevance and the need to ensure the consumer’s right to privacy. The proposed strategic approaches are of practical significance for the marketing departments of companies, as they help minimize technical barriers and optimize internal business processes in the convergence of complex intelligent systems. The implementation of these approaches will enable companies not only to increase customer loyalty and trust, but also to ensure sustainable business development through a deep understanding of consumer insights and the conversion of every customer touchpoint into a source of unique value. It is proven that hyperpersonalization, built on ethical standards and algorithmic transparency, forms the basis of long-term competitive advantage in a highly dynamic digital market, where the ability to empathize and interact in a timely manner becomes a determining factor of business success.