Video: ITWeb TV: AI has transformed CRM, customer experience says CRM specialist Salesforce

Salesforce says AI has transformed CRM. What they don't mention is that AI built on top of a broken foundation just automates your existing mess faster.

Their exec team is making the rounds talking about how AI is reshaping customer experience and the future of CRM. The pitch is that intelligent automation will handle more of the work — surfacing insights, predicting next steps, reducing manual entry.

That's true, to a point. But AI doesn't fix the core problem: if your CRM isn't built around how your team actually works, you're just getting smarter alerts about data nobody trusts and workflows nobody follows.

If you've already cycled through Salesforce or one of its competitors and walked away with consultant invoices and a half-configured system, another AI feature layer isn't the answer. The gap isn't intelligence — it's fit. Your CRM needs to match your process before any automation layer can make it better.

The uncomfortable truth is that most "AI-powered CRM" conversations skip straight to the exciting part and quietly assume your data, your workflows, and your team adoption are already sorted — and for most mid-market ops teams, they're not.

Shiny AI features on a rigid platform is still a rigid platform.

#CRM #SalesOperations #MarketingOps #MidMarket #CustomerExperience

Original Source

Salesforce's Linda Saunders explains the impact of AI on CRM, ICT channel and work force in general.