AI-Powered CRM Assistant: Unlocking Strategic Value with Copilot Studio Agent
Leskinen, Henriikka (2025)
2025
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111928530
https://urn.fi/URN:NBN:fi:amk-2025111928530
Tiivistelmä
This thesis explores the use of artificial intelligence (AI) in customer relationship management (CRM) guidance with the help of the Microsoft Copilot Studio AI Agent. The aim is to examine how the Copilot AI Agent can support CRM system usage and what kinds of strategic benefits its implementation can bring to an organization.
The research progressed through a development project in which a Copilot Studio AI Agent was built to support CRM use. The agent was developed using low-code technology, and its development process followed the waterfall model. During the development phase, technical challenges were identified and documented for future improvements. These included, among others, the slow performance of the SharePoint data source, limited language options, and the lack of a feedback feature.
User testing and interviews were carried out with the developed AI Agent to explore the strategic benefits of its adoption. In the user testing, the agent’s functionality was compared with traditional instruction methods. Based on the results, the AI Agent can make information retrieval easier, reduce errors, and free up employees’ time for more productive tasks. However, the interviews revealed that not all users fully trusted the AI-based system and preferred to have traditional instructions available alongside it to ensure the accuracy of the information provided by the AI Agent.
A literature review was conducted to support the analysis of the research findings. The review discussed artificial intelligence, its benefits and limitations, the role of CRM systems in business operations, and the strategic potential of AI-assisted solutions. It also examined ethical, technical, and data protection aspects related to the adoption of AI.
This master’s thesis shows that the Copilot Studio AI Agent can be a worthwhile investment that supports an organization’s digital development and helps employees adopt digital skills as part of their daily work. For future research, it is recommended to focus on solving IT-related technical challenges, assessing maintenance and operating costs, and strengthening trust in AI-based solutions. It is also suggested that the research be extended to a wider target group across different units to ensure that the results reflect the organization’s overall relationship with its business operations and strategic goals. This would help confirm the reliability and applicability of the findings in a broader context.
The research progressed through a development project in which a Copilot Studio AI Agent was built to support CRM use. The agent was developed using low-code technology, and its development process followed the waterfall model. During the development phase, technical challenges were identified and documented for future improvements. These included, among others, the slow performance of the SharePoint data source, limited language options, and the lack of a feedback feature.
User testing and interviews were carried out with the developed AI Agent to explore the strategic benefits of its adoption. In the user testing, the agent’s functionality was compared with traditional instruction methods. Based on the results, the AI Agent can make information retrieval easier, reduce errors, and free up employees’ time for more productive tasks. However, the interviews revealed that not all users fully trusted the AI-based system and preferred to have traditional instructions available alongside it to ensure the accuracy of the information provided by the AI Agent.
A literature review was conducted to support the analysis of the research findings. The review discussed artificial intelligence, its benefits and limitations, the role of CRM systems in business operations, and the strategic potential of AI-assisted solutions. It also examined ethical, technical, and data protection aspects related to the adoption of AI.
This master’s thesis shows that the Copilot Studio AI Agent can be a worthwhile investment that supports an organization’s digital development and helps employees adopt digital skills as part of their daily work. For future research, it is recommended to focus on solving IT-related technical challenges, assessing maintenance and operating costs, and strengthening trust in AI-based solutions. It is also suggested that the research be extended to a wider target group across different units to ensure that the results reflect the organization’s overall relationship with its business operations and strategic goals. This would help confirm the reliability and applicability of the findings in a broader context.