УПРАВЛІННЯ ПРОЄКТАМИ ВПРОВАДЖЕННЯ CRM-СИСТЕМ ТА ТЕХНОЛОГІЙ ШТУЧНОГО ІНТЕЛЕКТУ У СИСТЕМУ АНТИКРИЗОВОГО УПРАВЛІННЯ КЛІЄНТСЬКИМ КАПІТАЛОМ ПІДПРИЄМСТВА, PROJECT MANAGEMENT OF IMPLEMENTATION OF CRM SYSTEMS AND ARTIFICIAL INTELLIGENCE TECHNOLOGIES INTO THE ANTI-CRISIS MANAGEMENT SYSTEM OF CUSTOMER CAPITAL OF THE ENTERPRISE

<jats:p>The article explores the theoretical and applied foundations of project management regarding the implementation of CRM systems and artificial intelligence (AI) technologies within the enterprise's crisis management system for customer capital. The relevance of the study is driven by the imperative to optimize customer interactions amid digital transformation and high turbulence in the business environment. The study aims to substantiate theoretical and methodological provisions and to develop a conceptual framework for managing projects targeted at the integration of CRM systems and AI technologies to minimize the risks of customer capital erosion for business entities. In the course of the research, systemic, process, and project approaches were applied, alongside methods of logical generalization, analysis, systematization, and structural-functional modeling. The author proposes a conceptual framework that integrates strategic, project, technological, managerial, performance, and economic dimensions into a unified crisis management architecture. The developed framework provides decision-making support driven by predictive analytics, predictive modeling of customer behavior, timely detection of churn triggers, and targeted personalization of consumer interactions. The scientific novelty of the findings lies in the formulation of a comprehensive conceptual framework that synergistically combines project management methodology, CRM tools, artificial intelligence technologies, and crisis management mechanisms within a unified information and analytical environment. The practical significance of the results resides in the feasibility of their direct application during corporate digital transformation projects aimed at strengthening customer capital, enhancing consumer loyalty, and ensuring long-term market sustainability.</jats:p>