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  • Writer's pictureSaurabh Pangarkar

The Future of CRM: Leveraging AI for Real-Time Generative Experiences

Updated: Aug 17, 2023

While customer relationship management (CRM) software helps businesses across sizes manage their customer interactions very smoothly, traditional CRM systems are often not quite up to the mark when it comes to providing real-time personalized experiences. Integrating Generative AI technology with a CRM system helps overcome this problem in a very effective manner. Its ability to quickly generate the right kind of content in the shape of text, images and code allows it to be used to create real-time personalized experiences for customers across applications and workflows.

​Did you know, for example, that Generative AI can automate repetitive tasks in CRM, such as responding to frequently asked questions (FAQs) or even generate personalized marketing messages?

Let's get a lowdown on how this happens in some detail:

  • Generative AI can enhance a CRM system by generating personalized content that speaks to the precise needs of the target audience. A Generative AI system, for instance, could be used to generate product recommendations, sales pitches and marketing materials tailored to every individual customer’s preference and requirement. This helps businesses to provide more relevant and engaging experiences to their customers.

  • Generative AI is great at automating tasks undertaken by a CRM system. A Generative AI system could, for instance, be used to automatically generate follow-up emails, update customer records and create reports. This would free up a considerable amount of time for the employees to focus on core strategic tasks like building relationships with customers.

  • Generative AI is extremely effective at improving business processes with regard to helping improve functions like product development, marketing and sales. It can help in myriad ways like generating new product ideas, creating marketing campaigns or assisting in the grading of leads.

An outstanding example of a CRM platform that has deployed Generative AI very successfully is cloud-based CRM platform Creatio that provides businesses with an extensive suite of features, including sales management, marketing automation and customer service. It leverages its Generative AI capabilities to empower businesses to create personalized content for customers, automate tasks and help improve business processes across the board. Among the things that its Generative AI capabilities can be used for are generating product recommendations for customers, creating customized sales pitches that address individual customer needs, automating the creation of follow-up emails, updating customer records in real-time and creating reports that provide incisive insights into customer behavior.

Generative AI to Drive the Future of CRM through Real Time Generative Experiences

Generative AI is all set to revolutionize CRM systems across departments in the time to come. Its ability to assist companies to quickly and conveniently generate AI-created content across marketing, sales, service, commerce and IT interactions makes it a game changer for businesses regardless of size and scale. In the words of Marc Benioff, CEO of Salesforce, “The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and Generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated and personalized ways.”

What a business can achieve with Generative AI

Generative AI when integrated with a CRM system can respond to prompts in natural language and work on CRM data to come up with automations that not only save a lot of time but also create highly personalized AI-generated content.

Did you know, for instance, that your developers can add code blocks using Generative AI by simply asking it to “Create a page with three text fields and a button"?

Other things it can do is make personalized recommendations, automate customer services, create dynamic content and generate predictive analytics. It can also help create real-time personalized experiences for clients and automate customer journeys by setting in place a set of rules and triggers that will automatically guide customers through a series of steps through the sales or customer service process. As Generative AI technology evolves, we can expect it to become even more sophisticated and provide ever-better personalized experiences to customers which would be almost akin to reading their thoughts in real time. It can be expected to get better and better at automating customer-facing tasks, freeing up human employees to devote their time to deeply strategic and value-added activities. Its ability to generate incredibly accurate and actionable insights will take a business as close as possible to achieving an automated revenue growth model based on ever-increasing sales.

Why integrating Generative AI with CRM has become so important

Generative AI technology may be the new kid on the block, but the cost of not adopting and leveraging it is bound to be prohibitive in the not-so-distant future. From revenue losses and increased customer churn to reduced efficiency and competitiveness the opportunity and revenue losses incurred by businesses across the board will be immense. Not integrating Generative AI technology with a business's CRM will lead to reduced customer engagement, increased customer support costs and a loss of business reputation- something any business can ill afford.

The advantages derived from the timely deployment of Generative AI for CRM may vary in accordance with the kind of business and industry in question, but there is no doubting the necessity of going for it. The advantages accrued from being able to substantially improve the understanding of customer behaviour, better analyse customer data and thereby improve customer targeting by providing extensively personalized experiences are humongous. It empowers a business to make better decisions and stay ahead of the competition. In a rapidly digitizing world in which capturing the customer's fleeting interest is going to be a huge challenge, deploying Generative AI for CRM is a prerequisite for success. It's not a question of whether to do it, but when.


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