This study examines the retail sector and its approach to customer interactions in the wake of a global epidemic. Numerous technological advancements have been made to online retail platforms, but traditional brick-and-mortar firms have been slow to adopt these innovations. The study aims to compare these businesses' adoption of AI tools for customer relationship management in pre and post-pandemic eras. Interviews with semi-structured questions are the primary means of gathering this data. The respondents for this research are the CRM managers from 100 major Indian retail organisations currently using AI. The results of this research demonstrate how artificial intelligence (AI) has altered the marketing strategies businesses employ to reach out to consumers better before and after the epidemic. More than just a marketing tool, it may spark new ways of doing business. Also, it provides answers to complex problems, which in turn contributes to the rapid expansion of businesses