How GenAI Will Reshape CRM's Value
Forrester, Friday, October 6,2023
Are we right to expect the same superpowers and natural dialogue that J.A.R.V.I.S., the AI assistant, brings to Iron Man as what generative AI (genAI) will bring to CRM?
As the possibilities become more within reach, we use this comparison to manage expectations on how genAI for CRM will extend the capabilities of marketers, sellers, and customer service agents to create superherolike outcomes.
Today, genAI can digest and learn from all your customer interactions - phone conversations, emails, meeting transcripts, etc. You'll soon be able to talk to or chat with your CRM. And you'll get insights about your customers, summaries of past conversations, and tasks that you should act on. And just like J.A.R.V.I.S. didn't become or take over Tony Stark, genAI won't take over or make CRM obsolete. Instead, genAI will actually increase CRM's strategic importance. How? It will make CRM data more complete and processes more accessible and useful to the front office.