The CRM is often the best source of truth about customers, which makes it a common starting point for AI and automation. Typical uses include logging emails and calls automatically, enriching new leads, summarizing account history before a meeting and routing inbound requests to the right owner.
For example, a sales team might have every inbound inquiry matched to an existing account and assigned within minutes, instead of waiting in a shared inbox. The limit is data quality. If contacts are duplicated or deal stages are updated inconsistently, AI will summarize and act on the wrong picture, so a CRM cleanup is often part of the first project.