{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T01:02:15Z","timestamp":1760058135198,"version":"build-2065373602"},"reference-count":70,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T00:00:00Z","timestamp":1741737600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Computers"],"abstract":"<jats:p>This research explores opportunities for generative artificial intelligence (GenAI) in higher education constituent (customer) relationship management (CRM) to address the industry\u2019s need for digital transformation driven by demographic shifts, economic challenges, and technological advancements. Using a qualitative research approach grounded in the principles of grounded theory, we conducted semi-structured interviews and an open-ended qualitative data collection instrument with technology vendors, implementation consultants, and HEI professionals that are actively exploring GenAI applications. Our findings highlight six primary types of GenAI\u2014textual analysis and synthesis, data summarization, next-best action recommendations, speech synthesis and translation, code development, and image and video creation\u2014each with applications across student recruitment, advising, alumni engagement, and administrative processes. We propose an evaluative framework with eight readiness criteria to assess institutional preparedness for GenAI adoption. While GenAI offers potential benefits, such as increased efficiency, reduced costs, and improved student engagement, its success depends on data readiness, ethical safeguards, and institutional leadership. By integrating GenAI as a co-intelligence alongside human expertise, HEIs can enhance CRM ecosystems and better support their constituents.<\/jats:p>","DOI":"10.3390\/computers14030101","type":"journal-article","created":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T07:31:42Z","timestamp":1741764702000},"page":"101","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Generative AI in Higher Education Constituent Relationship Management (CRM): Opportunities, Challenges, and Implementation Strategies"],"prefix":"10.3390","volume":"14","author":[{"ORCID":"https:\/\/orcid.org\/0009-0007-9746-3210","authenticated-orcid":false,"given":"Carrie","family":"Marcinkevage","sequence":"first","affiliation":[{"name":"Smeal College of Business, Pennsylvania State University, University Park, PA 16802, USA"}]},{"given":"Akhil","family":"Kumar","sequence":"additional","affiliation":[{"name":"Smeal College of Business, Pennsylvania State University, University Park, PA 16802, USA"}]}],"member":"1968","published-online":{"date-parts":[[2025,3,12]]},"reference":[{"key":"ref_1","unstructured":"Bauman, D. 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