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# Train AI with CRM data

> How to ingest CRM data for AI model training on churn prediction, lead scoring, and win/loss analysis using the Merge CRM API.

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#### Authentication and connection

Your users authorize your application to access their CRM platform by going through an authorization flow using Merge Link.

#### Data extraction from CRM

Use the [**GET** /Accounts](https://docs.merge.dev/crm/accounts/) endpoint to retrieve account-related data.

Fetch contact details using the [**GET** /Contacts](https://docs.merge.dev/crm/contacts/#contacts_list) endpoint.

For transactional data or interaction histories, utilize the [**GET** /Opportunities](https://docs.merge.dev/crm/opportunities/#opportunities_list) and [**GET** /Tasks](https://docs.merge.dev/crm/tasks/) endpoints.

#### Data pre-processing

Clean the data by removing duplicates in your customer data, handling missing values, and filtering out irrelevant fields.
Transform data into a format suitable for AI training, possibly involving normalization, encoding, or feature engineering.

#### Model training

Split the CRM data into training and testing sets. Use the training set to train an AI model tailored for tasks like customer churn prediction, sales forecasting, or lead scoring.

#### Model evaluation

Validate the model's performance using the testing set. Compute relevant metrics to gauge the model's effectiveness.

#### Feedback loop

Closely monitor ongoing deals and opportunities for continuous AI training and insights.
For example, identify win/lost patterns based on number of touchpoints, number of involved stakeholders and their seniority, revisions around close data and contract value.
Continuously train your AI model using Object Tracking from Merge to power insights.

> **Note**
>
> Use [Remote Fields](/merge-unified/supplemental-data/remote-field-classes/remote-field-classes) to send back any AI insights back to the customer's CRM platform. For example, AI predictive close percentage.

#### Get started using CRM data to train AI with Merge

Integrate today or talk to our sales team to learn how Merge unlocks hundreds of integrations in days - not years.

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Get a demo **

* [Remote Fields](/merge-unified/supplemental-data/remote-field-classes/remote-field-classes)

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