Before ChatGPT came along, CRM vendors had started to embed artificial intelligence in their apps.
Customer Relationship Management software vendors have touted AI for several years. Still, it has not yet been as widely adopted as in other areas, such as image generation, coding, and debugging.
So, how does AI apply to CRM software?
According to SugarCRM’s CRM Impact Report, the most adopted use cases for AI are
- Automated emails
- Account intelligence
- Conversational AI
- Lead conversion
- Opportunity close prediction
CRM And Artificial Intelligence
Combining generative AI with CRM allows companies to better automate business processes, develop more personalized communications, and provide customers with the most helpful answers to questions.
In CRM systems, generative AI is designed to be assistive to humans, not work unattended.
At its core, CRM AI helps businesses better organize customer information and access that information more easily. This includes contact details, demographic data, communication history, purchase history, and other pertinent data used to build sales opportunities and better serve customers.
With this intelligence, companies can create finely tuned segmentation of leads and contacts to nurture better relationships with prospects and customers.
Additionally, AI can help businesses respond faster to customer inquiries and provide more informed answers to requests.
On the sales side, CRM with embedded AI gives users things like:
- Predictive lead scoring
- A digital Business Development Rep (BDR)
- More accurate sales forecasts
- Recommendations
- Natural language search
- Data entry automation
- Automatically generated follow-up emails
Intelligent case routing may be a coming AI feature on the customer service side.
The goal of artificial intelligence in CRM is to let AI handle the analysis and make intelligent recommendations about a customer or prospect based on all the data the system has collected about that person.
With AI, a salesperson can open a contact record and ask the system for suggestions on how to best connect with that person without spending time sifting through company news and LinkedIn or X profiles.
Unlike the generally available ChatGPT, CRM vendors’ application of generative AI should be anchored on trusted customer data to guard against abusive use of the technology.
Examples of Vendors’ CRM With AI
Not surprisingly, some of the biggest names in CRM eagerly tout their artificial intelligence functionality.
Salesforce, HubSpot, SugarCRM, Zoho, and Microsoft have all integrated some form of AI into their platforms. Among other CRM software options, AI is being touted.
In 2024, these vendors stepped up their games.
HubSpot
HubSpot’s AI is now branded Breeze.
HubSpot states, “Breeze Agents are AI-powered experts designed to automate workflows, from planning to execution.”
Agents for content, prospecting, social media, and online visitors exist.
Four of HubSpot’s Hubs—Content, Marketing, Sales, and Service—have their own types of AI functionality.
For example, Content Hub AIs include
- Content Remix
- AI Blog Writer
- Website Generator
Platform-wide tools include
- AI search grader
- AI content writer
- AI summarization
Salesforce
Salesforce’s original AI platform was called Einstein. Salesforce billed Einstein as “a layer of artificial intelligence that delivers predictions and recommendations based on your unique business processes and customer data.”
On March 7, 2023, Salesforce announced Einstein GPT, which “delivers AI-created content across every sales, marketing, commerce, and IT interaction.”
On June 12, 2023, Salesforce announced AI Cloud. According to Salesforce, “AI Cloud is powered by Einstein GPT.”
AI Cloud increases functionality in many facets of the Salesforce platform, including sales, service, marketing, commerce, Tableau (analytics), and Slack.
A marketing use of Marketing GPT is its ability to design an event or campaign-specific landing page, including text, image, and web form.
In July 2023, Salesforce announced general availability and pricing for Sales GPT and Service GPT. The pricing is $50 per user per month and “includes a limited number of Einstein GPT credits.”
According to Salesforce’s 2024 State of Sales report, the top benefits of AI have been
- Sales data quality & accuracy
- Understanding of customer needs
- Personalization of customer communications
In July 2024, Salesforce introduced Einstein Sales Agents, a “digital BDR and sales coach dedicated to prospecting, nurturing, and developing leads 24×7, on any channel, grounded in your organization’s trusted CRM data, sales strategies, policies, and product info.”
This was rebranded Agentforce at Dreamforce ’24.
Introducing Einstein Sales Agents 👨🏻💻, your company's new digital BDR and sales coach dedicated to prospecting, nurturing, and developing leads 24×7, on any channel, grounded in your organization's trusted CRM data, sales strategies, policies, and product info. Sales agents can… pic.twitter.com/43LyIYx7CL
— Clara Shih (@clarashih) August 1, 2024
Microsoft
In March 2023, Microsoft introduced Microsoft Dynamics 365 Copilot for CRM and ERP.
Microsoft Sales Copilot is available for Dynamics 365 Sales and Salesforce Sales Cloud customers at a monthly cost of $50 per user, with an annual commitment.
Sales Copilot is included in Dynamics 365 Sales Enterprise and Premium subscriptions.
This video explains how Sales Copilot works.
SugarCRM
SugarCRM offers a range of AI and machine learning capabilities that give CRM users actionable sales intelligence throughout the selling process.
This capability compares internal CRM data with external data sources to generate results that can’t be predicted with CRM data alone.
Current and planned predictive features include identifying customers most likely to churn, recommending appropriate add-on products during the sales cycle, and improving customer engagement through predictive service case routing.
Zoho
Zoho offers a “conversational AI assistant” called Zia. Like the voice assistants built into most smartphones but focused on CRM, “Zia is here to assist with everything from simple data to complex analytics. Talking to Zia is as simple as chatting with her from the bottom of your desktop screen or calling her from your mobile app.”
Zia Voice is included in Zoho CRM plans at the two highest tiers.
A Non-Vendor Perspective
Sam Biardo and I recorded this CRM Talk podcast episode on April 12, 2023. In the episode, we discuss practical AI use cases within CRM systems.
Do You Need CRM With AI?
Do you need artificial intelligence in your CRM system, or is it functionality that won’t provide real value?
As with most things, the answer will depend on your business’s unique situation and requirements.
Organizations already using the full power of their CRM systems will likely find much to like about AI integration.
Conversely, companies struggling with basics like CRM adoption may find AI tools unnecessary for the time being.
The more data your business collects about prospects and customers, the more use you will get from a tool built to analyze that data, provide helpful insights, and make timely recommendations.
You can expect the flurry of AI announcements from CRM vendors to continue in 2024.
Only time will tell the most effective, real-world applications of machine learning and AI in CRM.
