The CRM + AI Playbook

  • What Spotify teaches us about operationalizing AI

    I recently came across a very interesting article from the IMD Business School about how Spotify is operationalizing AI. Not in its app, which is already well known, but how Spotify is bringing AI inside its entire organization. This is not about models, algorithms, or platforms. It is about how an organization prepares itself to…

  • Why the Control of AI Agents Is Driving So Much Debate

    Vendors are racing to become the central AI hub, and organizations are adopting multiple tools. The question is no longer which AI to deploy. It is how to coordinate agents across the enterprise to ensure control, governance, and risk mitigation. It also raises the fundamental question of who should own that control as agents spread…

  • AI maturity is a reflection of leadership. How ready is your organisation?

    If you are considering starting with AI within your organisation, there is a question worth asking: What prerequisites must be in place before launching an AI initiative? AI is no longer just a technology experiment. It is the mirror for your organisational readiness. This means AI doesn’t just expose system flaws. It highlights gaps in…

  • What It Really Takes to Scale Salesforce AI Across the Organisation

    Scaling Salesforce AI isn’t a technology upgrade. It’s an organisational choice. This newsletter discuss how leaders can assess readiness, prioritise use cases, and turn pilots into real, organisation-wide business impact. AI at scale: Why good intentions aren’t enough Most executives say they want AI at scale. What they actually fund are pilots, feature tests, and…

  • Vibe Coding in Salesforce: Execution accelerator, not a thinking substitute

    Salesforce launched Agentforce Vibes in late 2025. It promises faster change with fewer intermediaries, but is speed enough to solve the hard problems? How I See It Salesforce launched Agentforce Vibes in late 2025. A moment many will call “significant.” The idea is simple: You express intent in natural language, and an AI agent turns…

  • AI Agent “Washing”: Lessons for CRM in 2026

    “AI agents” promise autonomy, but often deliver little more than rebranded workflows. In 2026, spotting hype from real impact and what I call “agent washing” will be essential for CRM success. If you have spent time around CRM projects, you know the pattern: Every few years, a new wave of terms hits the airwaves: “Smart…

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Didier Dessens

CRM + AI Transformation consultant