In this talk, we will discuss automatic decision-making and AI techniques for customer relationship management. First, we will present a methodology that helps to develop highly automated promotion and loyalty management systems. Next, we will walk through practical examples of how advanced customer and content signals can be generated using predictive models, and how optimization and reinforcement learning techniques can be used for targeting, budgeting, and pricing decisions. This talk is for Data Scientists, Product Owners, and Software Engineers involved in marketing operations or development of marketing automation software and interested in ML-based decision automation techniques.