Presentation – Beyond Rules & Triggers: The Rise of AI in CRM

For too long, CRM has been defined by rigid rules, triggers and canned journeys, but we all know that consumers don’t behave that way. Where can we add AI that actually flexes with consumer behavior? Providence’s Catherine Hoffman Seaton shares where systems not only automate actions but make intelligent, context-driven decisions that respond to each customer in real time. From dynamic personalization to cross-channel orchestration, she’ll share how to balance automation with human insight, create experiences that feel purposeful rather than pre-programmed, and use data to anticipate needs rather than react to them. Catherine Hoffman Seaton Executive Director, CRM Providence