Most AI features in a CRM are noise. A few are genuinely useful. Here is how we tell the difference.
Summarisation earns its keep fast
Call and email summaries save real time every day, with low risk if they are occasionally wrong.
Be sceptical of predictive scoring
Lead scoring models are only as good as your historical data, which for most SMEs is not enough.
Automate the paperwork, not the judgement
Let AI draft the follow-up email. Do not let it decide who gets a discount.