In 2024, Gartner predicted that by 2025, AI would be a standard component of CRM platforms, revolutionizing customer engagement. As we enter 2026, our research reveals a more nuanced reality.
While AI adoption across sales and marketing is widespread—91% of leaders use AI regularly—its integration within CRM systems remains surprisingly low.
Only 38% of respondents have enabled AI features in their CRM, and a mere 17% use more than two.
Yet, for early adopters, the benefits are clear. Organizations leveraging AI in CRM report significant productivity gains, with the impact increasing as more features are deployed.
Tools like AI lead scoring and predictive analytics are leading the charge, while interest in AI-driven customer service and content generation is surging. However, success isn’t as simple as “switching it on.” Effective implementations require clean data, cultural alignment, and tailored integration—not just out-of-the-box functionality.
Barriers persist: lack of internal expertise, user resistance, and legacy systems top the list. Still, optimism is strong—62% of respondents plan to expand AI use in CRM within the next year. Vendors have a critical role to play in easing adoption through better integration, ROI proof points, and robust privacy safeguards.
This report dives deep into:
- Adoption trends
- Performance impacts
- Lessons from 247 early adopters
It uncovers why AI in CRM is still in its infancy compared to other AI tools, and what organizations can do to accelerate success.
For B2B firms, the stakes are high: AI-enabled CRM promises smarter, faster, and more personalized customer engagement—delivering more for less.
The question isn’t if AI will transform CRM, but how quickly businesses can overcome the hurdles to realize its full potential.
Download the report now.