Move Fast and Think Deep: The CHRO's Role in AI Deployment

In the race to embed artificial intelligence into every facet of customer relationship management (CRM), one truth is emerging loud and clear:   AI in CRM only creates value when employees use it – and that adoption hinges less on the technology itself, and more on how it’s experienced. Chatterjee et al. (2021) show that satisfaction and system quality – not just algorithms – are key drivers of uptake. 

Based on quantitative survey data from 17 organizations, this study explores  the psychological and organizational levers that determine whether employees embrace or ignore AI-powered CRM systems. 

While most AI conversations focus on capability, speed, scale, and predictive power, this research flips the lens. It  examines employee behavior in operational business environments using self-reported insights from a cross-organizational sample, adding needed depth to our understanding of AI adoption. 

The authors extend the established Unified Theory of Acceptance and Use of Technology (UTAUT) by introducing two often overlooked variables: CRM quality and CRM satisfaction. The result is a model that better predicts what truly motivates employee engagement with AI tools in customer-facing roles. 

Trust and Utilization

Yes, employees are more likely to use AI-CRM systems when they believe those tools improve their job performance (performance expectancy) and are easy to use (effort expectancy). But even when those boxes are ticked, adoption isn’t guaranteed. 

Attitude is a Powerful Mediator

The study confirms that attitude, how employees feel about using AI-CRM, acts as a bridge between expectation and behavior. It’s not just what they know about the system; it’s how they interpret and emotionally respond to its use in their daily work. 

So, What should Leaders do?

According to the research, the path to AI-CRM adoption requires more than training and system rollouts. Organizational leaders should: 

• Invest in the CRM experience, not just AI features. System quality and satisfaction directly drive engagement. 

• Cultivate a positive employee attitude toward AI through strong change management and communication strategies. 

• Build robust support structures (facilitating conditions) that reduce friction and signal institutional commitment. 

The Bottom Line

AI success is not just about the tech, it’s about trust, usability, and emotional buy-in. This study offers a valuable lens for CHROs, HR Leaders and CIOs seeking to drive real adoption across sales and customer teams.

Explore Senovis Membership

Reference

1. Chatterjee, S., Rana, N. P., Khorana, S., Mikalef, P., & Sharma, A. (2021). Assessing Organizational Users’ Intentions and Behavior to AI Integrated CRM Systems: a Meta-UTAUT Approach. Information Systems Frontiers, 25, 1299–1313. https://link.springer.com/article/10.1007/s10796-021-10181-1