How Personality-Based AI Personalizes Customer Journey Mapping in CRM Systems

Palmore, Maggie (2025) How Personality-Based AI Personalizes Customer Journey Mapping in CRM Systems. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research explores how personality artificial intelligence (AI) can be used to tailor customer journey mapping within Customer Relationship Management (CRM) systems. Traditional CRM frameworks often segment users based on demographic or behavioral data, but this study investigates the added value of integrating psychographic profiling using the Big Five (OCEAN) personality traits. With the rise of AI, there is a growing demand for hyper- personalized marketing and the need for more emotionally intelligent customer engagement strategies. To address this, a two-part artefact was developed: a rule-based CRM prototype built in Airtable and a machine learning model trained in Google Colab to classify customer journey flows based on personality scores. The study draws on real-world data, academic literature, and case evaluations to compare traditional versus personality driven CRM strategies. Results suggest that tailoring customer journey touchpoints to personality traits improves alignment between customer needs and CRM communication, offering businesses more relevant and effective customer interactions. This work contributes to the fields of AI for business and customer engagement by showcasing a practical framework for integrating personality-based AI into CRM. It highlights the potential of personality-aware systems to improve customer retention, satisfaction, and long-term engagement, while also outlining ethical considerations around psychological targeting.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Jameel Syed, Muslim UNSPECIFIED
Subjects:	Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence H Social Sciences > HF Commerce > Marketing > Consumer Behaviour Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Machine learning
Divisions:	School of Computing > Master of Science in Artificial Intelligence for Business
Depositing User:	Ciara O'Brien
Date Deposited:	24 Jun 2026 11:32
Last Modified:	24 Jun 2026 11:32
URI:	https://norma.ncirl.ie/id/eprint/9402

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