Optimize, Predict & Engage: Using ChaptGPT, Claude, Copilot & Gemini for Understanding Your Customers
- Livvy LoPiccolo
- Oct 13
- 4 min read
Large language models (LLMs) and AI assistants are changing how businesses use customer data. They can analyze unstructured information, such as emails, chat logs, and survey responses, and extract useful insights from it. With these tools, teams can group customers by behavior, understand their feelings, personalize communication, score leads, and automate daily tasks. This transforms customer relationship management (CRM) systems from simple databases into smarter tools that help predict customer needs and guide better decisions.
Let’s explore the capabilities of some common AI models
ChatGPT
Claude
Gemini
Copilot
ChatGPT (OpenAI)
Adaptive text generation & integrated analytics
What it does: ChatGPT supports customer segmentation, sentiment analysis, personalized outreach, lead scoring suggestions, workflow automation, and predictive insights when connected to enterprise data sources. Enterprise offerings include data connectors, admin controls, and extended context windows for larger workloads.
Typical CRM uses:
Summarize thousands of customer reviews and surface top themes and action items.
Draft tailored email campaigns or chatbot responses that reference recent customer interactions.
Automate routine CRM updates from meeting transcripts.
Integration notes
Use ChatGPT through a secure business plan or API connection to bring in CRM data, call notes, and survey responses so the model can analyze them.
Claude (Anthropic)
High-context analysis & controlled output
What it does: Claude is a large language model built for handling complex tasks, long documents, and producing safe, controlled results. It’s often used for customer support automation, in-depth text analysis, and creating clear step-by-step plans. The enterprise version focuses on strong security and the ability to process large amounts of information at once.
Typical CRM uses:
Analyze customer churn by reviewing support tickets, call transcripts, and survey feedback, then generate action plans to
address key issues.
Create A/B testing plans and structured retention campaigns that include ways to measure success.
Integration notes:
Claude works best for teams that need to analyze long-term data and follow repeatable processes. Be sure to enable enterprise privacy settings when using it with real customer information.
Gemini (Google)
Multimodal context & Workspace integration
What it does: Gemini is designed for analyzing different types of data, including text, voice, and images, and connects easily with Google Workspace and Google Cloud tools. It can help draft customer responses, review conversation quality, and flag issues related to compliance or service quality.
Typical CRM uses:
Automatically draft and personalize customer support replies in Gmail or help desk platforms linked to your CRM.
Review and score customer interactions to find trends, check compliance, and spot common concerns or complaints.
Integration notes
Gemini works best for companies already using Google Workspace or Google Cloud. Its deep integration makes it easy to sync customer emails, notes, and documents directly into existing workflows.
Copilot (Microsoft)
CRM-centric automation & summarization
What it does: Microsoft Copilot helps teams quickly understand large amounts of information by summarizing long documents, creating meeting recaps, and surfacing CRM insights in plain language. It also helps craft personalized outreach messages. Copilot connects with Microsoft 365 tools and major CRM systems to provide context-aware support.
Typical CRM uses:
Create short summaries of sales meetings and suggest next steps for the sales team.
Group customers by engagement or risk level using CRM and activity data, then generate customized follow-up messages.
Integration notes
Copilot works best in Microsoft-based setups like Outlook, Teams, and Dynamics 365. It makes work easier by showing CRM insights directly inside the tools employees already use every day.
How to Choose and Combine Each AI Platform
Match each tool to your team’s needs
Use ChatGPT or Claude for analyzing customer feedback and creating action plans.
Choose Gemini if your team works in Google Workspace and needs help drafting or analyzing messages.
Pick Copilot if you already use Microsoft 365 or Dynamics and want AI directly in your daily apps.
Keep privacy and data security in mind
When working with customer information, always use enterprise or business versions that include secure data handling and admin controls.
Start small and measure results
Begin with one clear goal, like improving customer retention or speeding up responses, and track your progress before expanding AI use.
Combine strengths for the best results
For example, use ChatGPT or Claude to summarize customer feedback, then apply Gemini or Copilot to create follow-up messages and update your CRM automatically.
Each AI platform brings unique strengths to customer relationship management. Choosing the right one depends on your company’s tools, goals, and data setup.
ChatGPT and Claude are excellent for in-depth text analysis and strategy development, while Gemini and Copilot excel when integrated with existing Google or Microsoft systems.
When used thoughtfully, these tools can help teams understand customers better, automate repetitive work, and respond more personally and efficiently.
By starting small and tracking clear goals, businesses can turn AI from a buzzword into a practical way to predict customer needs and build stronger relationships.
About the Author
Olivia (Livvy) LoPiccolo is a marketing student at Baldwin Wallace University graduating in May 2026. She works as an AI Business Consultant at BW's Digital Marketing Center and has gained diverse experience through roles in retail, marketing, customer service, and campus leadership. Her focus is on combining analytical thinking with creative problem-solving to drive measurable impact.
Connect with Livvy on LinkedIn.
