In what ways will generative AI improve CRM applications?

08 March 2023

Generative AI

ChatGPT has arrived and reminds us that Artificial Intelligence (AI) is here to change the world, including the world of marketing. For the first time in years, Google's comfortable position in the search engine world is shifting towards a loss of dominance. Today, everyone is living with the uncertainty, great unanswered questions, and some anxiety about how our lives and work will change.

Don't panic. While there are valid concerns about the impact of AI on the job market, there are also many potential benefits that could have a positive impact on workers and the economy.

At present, we can say that professions related to digital marketing, like ChatGPT, can benefit from the impending transformation.

First, let's see what AI is and how we can use these tools to improve our productivity.

Generative AI: An Introduction

It is interesting to know that generative AI refers to a category of AI algorithms that produce new results based on the data they have been trained on. Thus, training the application is fundamental. Unlike traditional AI systems that are designed to recognize patterns and make predictions, generative AI creates new content in the form of images, text, audio, and more.

Generative AI uses a type of deep learning called Generative Adversarial Networks (GAN) to create new content. A GAN consists of two neural networks: a generator that creates new data and a discriminator that evaluates the data. The generator and discriminator work together, and the generator improves its results based on the feedback it receives from the discriminator until it generates content that cannot be distinguished from real data. The spectacular thing: the speed at which it achieves it.

Applications of Generative AI

This new category of algorithms has a wide range of applications, including, in an initial classification:

Images: It can create new images based on existing ones, such as creating a new portrait based on a person's face or a new landscape based on an existing one. Text: It can be used to write news articles, poetry, and even scripts. It can also be used to translate text from one language to another. Audio: Generative AI can generate new music tracks, sound effects, and even voice acting. Okay, those are the basics. But in the business and marketing area, when we talk about sales and customer service, how does it affect us?

AI as a Tool for Decision Making in Our CRM

Undoubtedly, AI can help to improve CRM applications by automating repetitive tasks, such as identifying patterns in available data. This will allow companies that know how to do it, to leverage data to make better-informed decisions. It can also help to improve recommendation systems for their customers or even personalize their shopping experience. AI can also be used to help companies observe patterns in customer behavior and provide tools to improve customer retention.

How Will Artificial Intelligence Change Salesforce?

In many ways. In line with the above, let's give some examples: AI can help make predictions about customers, perform advanced analysis on their behavior and provide personalized recommendations based on these evaluations.

In the field of digital marketing, ChatGPT could also be used for different functionalities such as:

  • Create and publish content automatically, based on previously provided guidelines.
  • Write emails and send them automatically to the selected audience.
  • Keep profiles on different platforms always updated.
  • Measure the mood of customers on social media (sentiment analysis).

The field of possibilities offered by generative AI is potentially very wide, and at this point, we can only begin to intuit the ramifications it can unfold.

It can also be used to enhance the user experience by providing a smarter service and making conversations with customers more smooth and friendly. These are just some of the ways in which Artificial Intelligence can improve the Salesforce platform.

Conclusions for adapting to change without anxiety

  1. Learning: The virtues of ChatGPT may have been slightly magnified, and currently its function is no more than an assistant that can help us with certain tasks (writing proposals, creating pieces of code, etc.), but without relinquishing control and with us retaining knowledge of the subject matter. In other words, generative AI can help us create the first version of a document from which to start working, or to give us ideas or ensure that we haven't overlooked any angles. If we learn to use it well, it can be a great assistant to help us be more effective and efficient in our work, whether in sales, marketing, or human resources.

  2. The scope of the change: it remains to be seen how and at what pace this technology will progress; and also, let's not forget, how deeply it will change the way we work and live.

  3. If the future is as predicted, both CRM and other sectors will be transformed by its impact, but history tells us that society has advanced to technological changes, and in this case, we will have to wait at least a little longer to find out. For now, we should see its implementation as an opportunity.

Sam Altman Tweet

At Albira Solutions, we have applied ourselves and are preparing to co-work with new AI tools, to help us be more productive and generate more human interactions that are easier to use and provide more value. It's an exciting topic that will surely bring about great changes. We are ready for adaptation, so it will be fantastic to share with our readers the new challenges.

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