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Artificial intelligence in CRM: use cases, best
platforms & implementation guidelines
December 4, 2025
Equipping CRM software with AI tools enables companies to automate time-consuming marketing, sales, and customer service tasks, generate data-driven insights and predictions from business data to make better decisions, and provide customers with more personalized experiences.
With advanced capabilities powered by AI, modern CRM systems can complement SMBs’ limited in-house resources to scale operations or help enterprises handle their complex workflows and engage large and diverse audiences. At the same time, companies incorporating AI into their CRM processes can face a variety of financial and data challenges that should be addressed with careful planning, possibly in partnership with experienced AI consultants.
91%
of CX trendsetters think that AI can effectively personalize customer experiences
Zendesk
64%
of companies have already developed generative AI use cases in marketing
Accenture
80%
of common customer service issues will be resolved by AI agents by 2029
Gartner
AI use cases in customer relationship management
Customer experience personalization
AI tools can help segment customers based on their attributes and interactions across company touchpoints faster and more accurately than traditional solutions. This enables businesses to provide each customer with highly targeted social media and email marketing campaigns, personalized sales communications, and relevant customer support.
Content generation
Built-in generative AI-powered content creation features help CRM users quickly generate marketing and sales content, including personalized emails, social media posts, product descriptions, and meeting summaries, with minimal effort.
Lead scoring
AI enables sales reps to accurately identify leads that are more likely to convert based on their data, such as engagement, company size, and interaction history, and focus their lead management efforts on them, maximizing the chance of closing a deal.
Sales process automation
Agentic AI tools integrated in CRM software can streamline routine tasks along the sales pipeline, such as sending sales follow-ups or scheduling appointments with clients, enabling managers to focus on tasks requiring human judgement.
Employee performance improvement
AI assistants implemented into CRM systems can provide teams with data-driven guidance, such as recommending next best actions to close deals, highlighting upselling opportunities, or suggesting relevant articles from knowledge bases for case resolution.
Automated customer service
AI-powered automation capabilities integrated into CRM solutions to optimize customer service operations, including automated case routing for faster resolution and conversational AI tools like AI chatbots for omnichannel, 24/7 assistance.
Business outcome forecasting
AI-powered CRM solutions typically include advanced analytics features, such as customer churn prediction and sales forecasting, to provide actionable insights into future trends and help companies optimize CRM strategies and processes accordingly.
Data management automation
AI-powered CRM software adopters can automate CRM data management operations like customer data entry, data mapping, and data cleansing to speed them up, while minimizing the risk of inconsistencies across information assets.
Enhance your CRM operations with Itransition’s AI solutions
Popular CRM platforms with AI functionality
The leading CRM platforms available on the market include a wide range of AI-powered customer relationship management features.
Salesforce’s Einstein, a built-in artificial intelligence tool, powers an extensive set of analytics and automation capabilities. Recently, the vendor complemented Einstein with Agentforce, a specialized agentic AI solution focusing on automated workflows.
Key AI features
- Automated marketing campaign creation (audience segments, landing pages, etc.) with the help of natural language prompts
- Lead and account scoring to prioritize those more likely to convert
- Sales recommendations to highlight upselling and cross-selling opportunities
- AI agents to automate sales and service tasks like quoting and answering customer questions
Pricing
- Multiple plans for each product or “Cloud” with a 30-day free trial
This suite of CRM and ERP applications offers a broad range of AI-powered features, including Microsoft’s AI assistant Copilot that provides advanced automation capabilities.
Key AI features:
- Sales assistant to generate opportunity summaries, email responses, and other content
- AI-powered recommendations on the next best sales actions to close deals
- Predictive analytics features for lead scoring and revenue forecasting
- AI-assisted case management to automate case routing and provide knowledge article recommendations
Pricing
- Multiple tiered plans for each product with a 30-day free trial
This ERP and CRM platform has recently enriched its offering with a brand new set of AI functionalities.
Key AI features:
- AI-powered customer segmentation for targeted marketing campaigns
- Predictive lead scoring based on past performance and other metrics
- AI assistant to automate meeting scheduling, email drafting, and other day-to-day operations
- Generation of marketing content, product descriptions, quotes, and other materials
Pricing
- Open-source version plus one free plan and two paid plans for the SaaS option
Customer Experience is part of SAP Business Suite, an ensemble of CRM and ERP products. Its SAP CX AI Toolkit provides users with a rich set of AI-powered features.
Image title: SAP’s smart sales assistance
Image source: SAP
Key AI features:
- Joule agents to automate case routing, document generation, and other tasks
- Smart sales assistance to provide sales agents with AI-based customer insights and summaries
- Deal Intelligence feature to rank and prioritize high-propensity opportunities
- Correlation analysis between seller behavior, sales outcomes, and other parameters
Pricing
- Price upon request
Hubspot adopters can leverage Breeze, an AI toolset integrated into the platform’s marketing, service, and sales CRM products, to generate content, automate workflows, and derive actionable business insights.
Key AI features:
- Automated, data-driven outreach, including personalized email generation for specific segments
- Integration with OpenAI’s ChatGPT to investigate CRM data via natural language queriesg
- Customer agent to answer visitors’ questions 24/7 based on data from your knowledge base
- Conversation intelligence to analyze customer interactions and assess sales teams performance
Pricing
- Two plans for each product with the option to create discounted product bundles
Real-world examples of AI-powered CRM adoption
A major commercial property management company in the UK partnered with Itransition to replace multiple legacy systems with a Salesforce-based CRM solution. The newly-delivered AI features include automated real-time reporting and predictive analytics to forecast customer behavior.
+15%
conversion rate
The system built by Itransition helped us improve decision-making and get a 360-degree view of our customers.
Virtual accounting firm 1-800Accountant adopted Salesforce Agentforce to scale its client support operations during peak tax season. The AI agent can answer complex tax questions in real time using CRM data, knowledge articles, and government sources, as well as sending personalized reminders for tax filings and other deadlines.
-50%
seasonal hires
Banking and wealth management firm Investec implemented Microsoft Dynamics Copilot to free up its bankers from admin tasks and allow them to focus on client-facing operations. The solution can generate email drafts and templates, as well as client history summaries and meeting recaps to facilitate information sharing among colleagues.
200
hours saved on mundane tasks per year
Benefits of AI in CRM systems
Data-driven decision-making
With an AI-powered CRM system, organizations can derive valuable business insights and predictions about sales performance, customer lifetime value, and other key aspects to make more informed business decisions, as well as foster data democratization via intuitive analytical dashboards and natural language querying.
Streamlined business processes
Artificial intelligence technologies like agentic and generative AI enable companies to automate time-consuming CRM processes like case management and marketing content creation, reducing teams’ workloads and the company’s operational costs.
Improved employee performance
AI tools can assist your staff with tasks like email drafting or provide them with insights and recommendations such as lead scores and next best sales actions, helping them work more efficiently and improve their KPIs.
Superior customer experience
Companies adopting an AI-driven CRM solution can meet customer expectations for personalized experiences more easily, tailoring marketing content and sales communications to specific audiences and providing more relevant support to address particular needs.
AI-based CRM adoption challenges & how to solve them
Challenge | Solution | |
|---|---|---|
AI implementation cost |
AI integration into a custom CRM solution is typically expensive and
time-consuming, especially for small businesses, and even if you opt for an AI-powered CRM platform, AI features
are often reserved for top-tier licensing plans.
| Implement a CRM PoC or pilot version when opting for custom software or request a one-person trial license in case of a platform solution. This will help your company assess the feasibility of implementing a full-fledged AI CRM system across the entire organization, as well as the expected benefits. |
Data quality & availability |
The performance of the AI models powering AI-based CRM systems largely depends on the data they process.
However, this information can be outdated, inaccurate, or spread across multiple isolated systems.
| Make the "demo/pilot" phase a key step in choosing your future AI solution vendor. Obfuscate your data and ask vendors to demonstrate how their platforms' capabilities will work with it. This can help you evaluate your data readiness and get advice on how to improve it. |
Overreliance on AI |
Driven by the prospect of productivity gains, businesses can over-automate CRM processes, including customer
communications, at the risk of frustrating their audiences.
| Following the human-in-the-loop approach, incorporate an escalation mechanism to hand over high-value sales negotiations, sensitive queries, and other complex interactions to a real agent. For instance, you can set up sentiment-based triggers to escalate a case upon detecting signs of customer frustration. |
End-to-end AI services from Itransition
AI consulting
We help you plan and oversee key aspects of developing an AI solution for your CRM, from business needs analysis and software design to user onboarding, making sure that the resulting solution fully aligns with your customer relationship management goals and operations.
AI development
Itransition’s team develops AI solutions to complement CRM systems that are tailored to your business requirements, taking care of data preparation, model training, front-end and back-end development, system integration, software maintenance, and modernization.
Simplifying customer relationship management with AI
As customer interactions progressively shift towards virtual spaces, the volume of generated data constantly expands. At the same time, modern audiences expect more convenient and personalized customer experiences, making CRM operations particularly complex and resource-intensive. The latest advancements in AI technology provide the right tools to turn large data assets into valuable insights and automate time-consuming processes.
AI-powered CRM software represents the perfect embodiment of this data-driven and automated approach to customer relationship management. Equipped with AI functionality, CRM platforms enhance decision-making, streamline business processes, and improve customer satisfaction and retention. To fully seize the benefits of an AI-driven CRM system, turn to an experienced AI services provider like Itransition.
Looking for an AI project partner?
FAQs
While every major CRM platform with AI-powered capabilities has its strengths and unique capabilities, both the Gartner Magic Quadrant and G2 Score rank Salesforce as the current leader. Furthermore, Salesforce has been the undisputed CRM market leader for a decade now.
Key factors in selecting a suitable CRM solution with AI capabilities include:
- An off-the-shelf set of AI and non-AI features close to your ideal functional scope
- Seamless integration with other tools you currently use (Slack, Teams, etc.)
- Customization options, including the integration of custom AI models, to further align the solution to your specific business needs
- Built-in security and governance mechanisms to minimize cyber exposure and ensure compliance
- Convenient licensing terms and conditions, including suitable pricing plans and free trial options
Companies prioritizing full control over data storage and security should host their AI-powered CRM in an on-premises environment. However, a cloud environment providing scalable resources can be a natural fit for an AI-powered CRM platform, as artificial intelligence functionality typically requires high computational power.
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