{"id":15351,"date":"2023-06-19T14:30:39","date_gmt":"2023-06-19T14:30:39","guid":{"rendered":"https:\/\/www.walkme.com\/blog\/?p=15351"},"modified":"2023-06-19T14:30:39","modified_gmt":"2023-06-19T14:30:39","slug":"generative-crm","status":"publish","type":"post","link":"https:\/\/www.walkme.com\/blog\/generative-crm\/","title":{"rendered":"Generative CRM: What we know so far"},"content":{"rendered":"\n

Generative AI for CRM? Welcome to 2023! <\/span><\/p>\n\n\n\n

Of course, AI has already been a part of CRM software for years. In 2016, Salesforce\u2019s Einstein turned the platform into the \u201c<\/span>world\u2019s smartest CRM,” in the words of CEO Marc Benioff. <\/span><\/p>\n\n\n\n

With the widespread availability of generative AI, people are eager to integrate generative features into various applications, including digital art, search engines, and even CRM!<\/span><\/p>\n\n\n\n

We are still waiting to see how generative AI will support CRM in this fast-evolving field. But as<\/span> Gartner\u2019s 2022 overview of AI for business<\/span><\/a> explains, we know that there are two major benefits to AI intervening in business processes: to improve working methods and to reduce labor-intensive tasks. <\/span><\/p>\n\n\n\n

So let\u2019s take a look at how generative CRM could help. <\/span><\/p>\n\n\n\n

We\u2019ll give a quick explanation of what generative AI means in CRM. Then, we\u2019ll mention the leading software platforms releasing generative AI assistants – including Salesforce, Hubspot, and Zendeks. To help us all calm down, we\u2019ll explain where generative CRM sits on the Gartner Hype cycle. And finally, we\u2019ll look at some of the fears people might have about these developments.  <\/span><\/p>\n\n\n\n

AI technologies like <\/span>intelligent automation<\/span><\/a> have been on the scene for years. Let\u2019s see how generative CRM could take us to the next level.  <\/span><\/p>\n\n\n\n

What is generative CRM? <\/span><\/h2>\n\n\n\n
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Generative CRM simply refers to the <\/span>Application of Generative AI to Customer Relationship Management<\/b>. The phrase \u201cgenerative CRM\u201d may not be commonly used, but some key players (most importantly, Salesforce) already use it for their new product offerings. <\/span><\/p>\n\n\n\n

In case you\u2019ve been living under a rock recently, Generative AI is the next generation of Artificial Intelligence. <\/span>Generative AI<\/b><\/a> is AI that can generate or create content that seems \u201cnew,\u201d – such as images, text, music, or even video. Generative AI uses existing data to produce \u201cunique artifacts that resemble but don\u2019t repeat the original data.\u201d As we have seen in 2022 and 2023, Generative AI has diverse applications in art, design, storytelling, problem-solving, and coding. <\/span><\/p>\n\n\n\n

Generative AI has shown the world the creative possibilities of technology today. But some of its most interesting applications are for <\/span>the most boring tasks<\/b>. <\/span><\/p>\n\n\n\n

Generative AI can quickly help to automate tedious tasks in content creation, customer service, and data analysis. The results might not be show-stopping. But these processes can be a lifesaver for tired workers in high-pressure work. <\/span><\/p>\n\n\n\n

What we know about generative CRM in May 2023 <\/span><\/h2>\n\n\n\n
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AI capabilities have been a part of CRM packages for several years now. And we\u2019re getting used to <\/span>seeing AI shape the digital workplace<\/span><\/a>. <\/span><\/p>\n\n\n\n

But with the advent of generative AI, we\u2019ve got a whole new range of functionality. So who are the companies leading the way? In this section, we\u2019ll examine what Salesforce, Hubspot, Zoho, and others are doing to set the agenda in generative CRM. <\/span><\/p>\n\n\n\n

Salesforce Einstein <\/span><\/h3>\n\n\n\n

In March, Salesforce announced that their <\/span>Einstein<\/span><\/a> would be upgraded to include extensive generative AI capabilities.  <\/span><\/p>\n\n\n\n

Salesforce users are still confused about the full possibilities of this development. After all, customers are getting a lot of announcements – without necessarily seeing much software to trial. <\/span><\/p>\n\n\n\n

We know it will operate across sales, customer service, marketing, and IT, with the potential to improve Salesforce Flows. <\/span><\/p>\n\n\n\n

ChatSpot from Hubspot <\/span><\/h3>\n\n\n\n

Hubspot\u2019s ChatSpot<\/span><\/a> promises to offer useful features from a simple chat prompt. <\/span><\/p>\n\n\n\n

It will be able to draft emails, identify potential clients, perform lead management tasks, and support periodic reporting. <\/span><\/p>\n\n\n\n

Perhaps not all of this is new. But suddenly, if you want to search for \u201cmid-size cycling companies in England,\u201d – you\u2019ve got a handy little bot to do it for you. <\/span><\/p>\n\n\n\n

Zia from Zoho <\/span><\/h3>\n\n\n\n

Zoho\u2019s Zia<\/span><\/a> will be a useful tool for sales teams and managers. <\/span><\/p>\n\n\n\n

It will be able to offer business intelligence reports, make grammar suggestions, streamline customer service, and more. <\/span><\/p>\n\n\n\n

If you\u2019re already using Zoho, it will be worth looking at. <\/span><\/p>\n\n\n\n

Other platforms with generative CRM<\/span><\/h3>\n\n\n\n
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We\u2019re also seeing interesting contributions from smaller providers, such as: <\/span><\/p>\n\n\n\n