As AI integrates with different verticals of business and society, Daryn Smith, CEO of Huble, a CRM and creative marketing consultancy, explains how the company supports businesses with the implementation and augmentation of AI and digital tools, in an interview with Dinis Guarda.

I do think that AI is going to kill our jobs; but it’s going to give us better jobs.” Daryn Smith, with this statement, explains the changing paradigms in different verticals of business with the advent of AI and other digital tools, during the interview with Dinis.

Speaking from his experience of working in the CRM space and collaboration with HubSpot, he said that AI, or Artificial Intelligence, has become a pivotal tool in the CRM landscape, offering businesses the ability to analyse and leverage vast amounts of customer data to drive smarter decisions. AI augments CRM by automating tasks such as lead scoring and predictive analytics, empowering organizations to improve customer acquisition and retention.

Going with CRM platforms such as HubSpot, immediately gives your teams access to an abundance of AI. We are rolling out HubSpot for various companies, and teaching them how to use AI in their day-to-day jobs”, he said.

Integration of AI for sales and marketing

AI and CRM are revolutionising customer acquisition in sales through automated lead scoring. Daryn told Dinis that AI-driven CRM systems excel at analysing lead data, interactions, and behavior, allowing sales teams to concentrate their efforts on the most promising prospects. This results in increased conversion rates and higher operational efficiency for sales representatives. 

Predictive analytics, another key aspect, empowers CRM systems to foresee future sales trends and customer behavior. By harnessing this predictive capability, sales teams can make data-driven decisions, tailor marketing strategies, and provide customized solutions to customers. 

The integration of chatbots and virtual assistants into CRM systems delivers round-the-clock customer support. These AI-powered assistants efficiently respond to inquiries, guide potential customers through the sales funnel, and ensure that no leads go unattended. This enhanced support significantly boosts customer satisfaction and engagement.

AI integration for better customer service

Explaining with some examples and case studies, Daryn highlighted the several benefits that AI brings CRM systems in terms of customer services. Automated Ticket Routing simplifies operations by directing support tickets to the right agents or departments, decreasing response times and ensuring customers receive expert assistance. 

Customer Sentiment Analysis utilizes AI to assess customer feedback, allowing service teams to gauge sentiment and respond more effectively, ultimately enhancing satisfaction. Additionally, AI-driven chatbots and knowledge bases provide self-service options for customers, enabling them to find solutions independently, saving time and reducing the support team's workload.

How AI and digital tools integrate to improve copywriting

During the interview, Daryn highlighted that AI enhances copywriting processes in CRM systems by enabling Automated Copy Generation, which assists copywriters in generating content like email subject lines, ad copy, and product descriptions. This AI-generated content can then be refined and edited by copywriters to ensure it resonates with a human audience. 

AI also supports impeccable copy quality by providing grammar and style checking tools within CRM systems, ensuring error-free and stylistically consistent writing for improved communication.

Our copywriting team has never been more busy because everybody now wants original copy and not just something from ChatGPT”, he said, exemplifying that the AI revolution is going to transform job roles, while taking over the existing ones.