For many businesses, the CRM system was meant to be the centre of their commercial operations.

In reality, it often becomes something else entirely: a database that stores contacts, deals and activities, but rarely provides real insight or momentum. Sales teams update it reluctantly, marketing uses it inconsistently, and leadership struggles to trust the reporting.

This is where AI is starting to change the CRM game.

AI in marketing (in fact, in almost all thought fields) is having its “spreadsheet moment”.

Just like Excel didn’t replace finance teams - it replaced slow, inefficient finance - AI won’t replace marketing. But it will replace average marketing; the generic, repetitive, low-judgement stuff that drains time and produces little commercial impact.