Best Practice Report

How Generative AI Will Transform CRM

GenAI Will Revolutionize CRM, Not Erode It

September 18th, 2023
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
Rowan Curran, Senior Analyst
Rowan Curran Senior Analyst
With contributors:
Linda Ivy-Rosser , Zeid Khater , Seth Marrs , Christina McAllister , Katie Linford , Hannah Murphy

Summary

Generative AI (genAI) will help the front office personalize content, answer questions, summarize customer interactions, and build reports to surface actionable insights; it will offer new user experiences and reshape how employees interact with CRM. But genAI won’t erode the need for CRM or the processes that the front office follows to engage customers; on the contrary, it will make data more complete and processes more accessible and increase CRM’s strategic importance. This report summarizes the power of genAI for CRM and provides guidance on how to navigate the genAI hype and adoption journey within your organization.

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