Collaborative Filtering is a machine learning technique used in CRM systems to predict user preferences based on the behavior of similar users. It analyzes customer interactions, such as past purchases, browsing history, and product reviews, to recommend personalized content, products, or services. This technology is widely used in e-commerce, streaming services, and digital marketing to enhance user engagement. CRM-integrated collaborative filtering helps sales and marketing teams automate cross-sell and upsell opportunities. Businesses using collaborative filtering improve customer experience by delivering more relevant recommendations, increasing conversion rates, and boosting customer satisfaction.