Artificial Intelligence Is the Next Step in CRM’s Evolution

Until recently, the use of Artificial Intelligence (AI) by businesspeople has been more science fiction than reality. Today, however, many CRM vendors are talking a big game about enriching their platforms with intelligence and incorporating AI into their solutions. Salesforce and other CRM vendors—Microsoft, SAP and Oracle—are betting that with AI, businesses will be able to deliver more predictive and personalized customer experiences across sales, service, marketing, commerce, and more. For instance, Salesforce CEO Marc Benioff touts Salesforce’s new Einstein product, saying that it “is now every customer’s data scientist, making it easy for everyone to take advantage of best-in-class AI capabilities in the context of their business.” These vendors are making substantial investments to the tune of hundreds of millions of dollars in the hopes of transforming enterprise operations,…


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