Select Page

Artificial intelligence, or AI, has been impacting every business sector imaginable. Many industries are now using AI to gain new insights into their customers, reevaluate the way they conduct their operations, and help automate certain processes. Naturally, in the world of CRM software, AI is seen as an opportunity to aggregate collected data into something that has the potential to revolutionize the businesses that work with them. Additionally, AI has the potential to add value to a business when it comes to their CRM usage, helping make the adoption process more palatable to employees and eliminating various inefficiencies.


Leveraging Data


A big part of the value of AI lies in machine learning—its ability to read patterns in data and derive insights from them. This new focus on data mining allows CRM software to proactively predict trends instead of just responding to them. It can also pick up on deeper dynamics that humans might not be able to detect just by reading raw data.


Building Better Sales


Until now, figuring out how to improve sales with CRM software was largely up to the designs of the business. However, AI can break down factors that lead to sales wins, such as optimal pricing, forecasting, and cross-selling. Any company should be embracing CRM’s predictive capabilities and not simply treating it as a method of reporting sales information.


Better Customer Interaction


CRM software is lauded in part for its ability to improve interactions with customers, and AI takes that a step further by providing pathways to great customer service. AI can flag potential upsell opportunities by monitoring user behavior, find patterns that may indicate problems, and provide an added layer of defense for customer support teams. While there’s no substitute for a human when it comes to helping out, it’s great to have other options to streamline communication.




At the end of the day, the biggest value proposition for CRM software can and should be its ability to reduce trivial tasks and improve a team’s efficiency. AI can automate much of the data entry that having a robust CRM demands and derive insights that would take a person hours to properly discern. With AI and CRMs, teams can spend less time sifting through possible leads and more time chasing them.