The expected impact of generative AI in CRM

In early March of 2023, several leading CRM vendors including Salesforce, Microsoft, and HubSpot announced new generative AI capabilities fine-tuned on public and private organizational data to help users eliminate mundane tasks and deliver elevated customer experiences. Nucleus interviewed sales, service, and marketing professionals from a variety of industries to identify the capabilities enabled by generative AI that will most impact their day-to-day tasks. Based on these conversations, Nucleus expects service agents and marketers to benefit most from the new technology, as purpose-built generative AI is expected to improve productivity by 10 to 35 percent.