The role of Artificial Intelligence in enhancing Customer Relationship Management – The Ducati Motor Holding Case

The topic of Artificial Intelligence (AI) is nowadays surrounded by a considerable amount of noise, which makes it challenging to identify the real value added of this disruptive technology within the business environment. Moreover, the field of research of AI applied to Customer Relationship Management (CRM) is still in its infancy stage with few and isolated case studies. By analysing the most relevant success cases of the automotive and luxury sector, the thesis highlighted the most significant AI use cases on which companies are experimenting and investing nowadays. This thesis focuses on the specific case of Ducati's CRM, leveraging insights gathered during a dedicated internship within the company and an extensive research of how AI could enhance Ducati’s CRM processes across different areas. This has involved identifying specific AI use cases tailored to the Ducati’s business context. Consequently, the thesis examines possible pathways for the implementation of AI into Ducati’s CRM by comparing the available alternatives in terms of technology providers assessing their strengths, weaknesses and capabilities. Finally, the analysis led to managerial implications resulting in a make or buy choice, addressing the decision of whether to develop AI solutions in-house or outsource them to external providers. Each approach was evaluated for its advantages, disadvantages, but also risks that should be taken into consideration to guide informed decision-making.