Beyond just generating creative, the future of AI in CRM is using "agentic AI" to build better strategies. This involves agents that help define audience segments, determine the next best product or action, and accelerate the implementation of complex campaigns, enhancing human strategy rather than replacing it.

A powerful, untapped use case for AI is reviving neglected leads directly within your CRM. An agent native to Salesforce can access all historical data to send highly personalized follow-ups to thousands of leads your team previously ghosted, effectively turning forgotten data into new opportunities.

Stop thinking of sales, marketing, and support as separate functions with separate tools. AI agents are blurring these lines. A support interaction becomes a lead gen opportunity, and a marketing email can be sent by a 'sales' tool. Prepare for a unified go-to-market operational model.

Becoming an "agentic enterprise" requires a foundational shift to an AI-first, conversational way of working. It involves augmenting every employee's workflow with AI assistance for faster decisions, all built upon a foundation of trusted, accessible data that powers the entire system.

Companies struggle to get value from AI because their data is fragmented across different systems (ERP, CRM, finance) with poor integrity. The primary challenge isn't the AI models themselves, but integrating these disparate data sets into a unified platform that agents can act upon.

A massive budget shift is underway where companies spend exponentially more on AI agents than on foundational software like CRM. One small team spends $500k annually on AI agents versus just $10k on Salesforce, signaling a tectonic shift in software value and spending priorities.

Legacy systems like CRMs will lose their central role. A new, dynamic 'agent layer' will sit above them, interpreting user intent and executing tasks across multiple tools. This layer, which collapses the distance between intent and action, will become the primary place where work gets done.

The tedious manual process of data entry into systems like Salesforce is ripe for disruption. AI agents that analyze meeting recordings (e.g., from Zoom) to automatically extract action items and update records are already emerging as a key use case.

The core value of CRM software like Salesforce has been to structure unstructured sales data via manual human input. Modern AI can now ingest sources like meeting transcripts and automatically populate a database, threatening the entire CRM software category and the data entry aspect of sales roles.