This session explored the current state and future potential of AI within CRM systems, focusing on the balance between the hype and realistic expectations surrounding AI implementation. The speakers emphasized the Gartner Hype Cycle, placing AI at the 'peak of inflated expectations' and discussed the challenges businesses face as they strive to achieve ROI, including unclear costs, skill gaps, and the importance of clean, centralized data. Key points included the necessity of starting with small, measurable use cases, addressing change management, and understanding the complexities of implementing AI at an enterprise level. With AI in its infancy, the session highlighted the need for thoughtful planning, process optimization, and data integrity to unlock the full potential of AI and achieve the 'plateau of productivity'.