CRM reimagined: An AI-native system of action
Instead of retrofitting fragmented systems using more comprehensive integration or targeted AI add-ons, reimagining CRM for the AI era requires a wholly new, unified approach. Modern CRM must seamlessly connect teams and customers and put AI to work for better experiences and business outcomes.
“CRM now must be viewed as a combination of data, workflows, and AI,” Bensley explains. “This allows teams to have a complete view of what each customer owns and enables workflows that automate resolution for customer issues and requests.”
Companies are ripe to harness embedded AI capabilities to streamline customer interactions and deliver better experiences. According to Foundry’s 2025 Tech Priorities survey, 39% of respondents expect to deploy AI for customer experience applications. Foundry’s AI Priorities Study 2025 found AI central to a host of CX-related use cases and activities, including:
59% - Data and analytics
48% - Customer service
48% - Process automation
20% - Personalization and segmentation
A redesigned, AI-oriented CRM approach delivers positive outcomes in three core ways:
Enables customer-centric service. AI agents take the lead on simple cases, autonomously driving effective resolutions with more efficiency. With more complex cases, AI-powered search and conversation capabilities tackle routine tasks while empowering human agents with the right information to deliver the high-touch experiences and service that customers crave. An AI-powered CRM system also elevates self-service, making it easier for customers to find answers and troubleshoot on their own. If self-resolution isn’t possible, the system automatically escalates cases to a human agent, which minimizes customer frustration.
Unlocks service and sales capabilities. Unifying customer data and connecting workflows across front-, middle-, and back-office systems lets organizations automate routine tasks using pre-built AI agents while scaling growth more efficiently.
Service agents can triage requests, summarize histories, suggest resolutions, and document actions every step of the way, helping technicians and support staff resolve cases proactively and in a far shorter timeframe.
With more efficient, automated workflows, sales and services teams are freed up to concentrate on higher-value work and high-touch, empathetic engagement. With AI handling routine administrative tasks, sales and service agents can focus on more pressing problem-solving while maximizing revenue opportunities and productivity.
Sales reps can qualify leads and move opportunities through the pipeline without the administrative burden of scheduling and follow-up.
Accelerates sales cycles. AI agents work behind the scenes to speed up the request for quote process by minimizing handoffs and streamlining the approval process. A unified CRM data model and pre-built industry workflows reduce order fallout and provides a frictionless buying experience. Ease of interaction increases customer satisfaction and loyalty, translating into top-line revenue growth.
