Artificial intelligence is not just another improvement: it is, in the words of George Colony, CEO of Forrester, the seventh wave of transformation that will redefine the technology sector. This change directly affects CRM, analytics, and marketing automation, forcing companies to adapt or be left behind.
The seventh wave, as Colony explains, represents a revolution of scale comparable to the arrival of PCs, the internet, or the cloud. It is characterized by:
This combination ushers in a new era of technology platforms designed from the ground up to be powered by artificial intelligence.
Traditional CRM systems, designed to record data, are being surpassed by intelligent platforms that understand and automate business decisions. Colony points to three key transformations:
With AI-powered low-code/no-code platforms, companies can build functionalities without relying on extensive technical teams. This directly impacts the costs and implementation times of personalized CRMs.
It's no longer about adding AI to a traditional CRM, but about using solutions built on AI-first architectures. These solutions are designed to learn and adapt to business processes from the outset, allowing for scalable and dynamic personalization.
Instead of manually designing flows, campaigns, or lead scores, AI systems detect patterns, optimize decisions, and execute actions automatically, based on context.
Colony warns that the role of analytics changes radically: it is no longer support, but an engine of action. This has three practical implications for B2B companies:
Predictive analytics, when integrated into CRM with AI, not only interprets data but also recommends and executes actions. This accelerates the decision-making cycle in marketing and sales.
Intelligent agents act as automation engines that react to customer behavior in real-time, adjusting emails, sales paths, and campaigns without human intervention.
Systems evolve automatically based on data and results, generating a continuous learning effect that optimizes processes without relying on recurrent configurations.
Colony also predicts that technology infrastructure will undergo a complete shift:
Companies looking to take advantage of this wave will need to review their technology stack: from CRM and analytics to data and processing infrastructure.
According to Forrester, leading technology companies are adopting four strategies to defend their territory against the advance of AI:
Colony calls this “layered AI,” and warns that companies must develop criteria to distinguish between real integrations and superficial marketing.
Colony proposes a clear roadmap for IT, marketing, and sales leaders who want to successfully navigate this new technology wave:
Many CRM and automation solutions are promoted as AI-ready, but in reality, they only have superficial layers. An architecture audit will help you identify real areas for improvement.
The change is not only technological but also organizational. It is key to train sales and marketing teams in AI tools, data interpretation, and intelligent automation.
Start with small, measurable projects: AI-automated campaigns, predictive scoring, or intelligent dashboards that interpret lead behavior.
According to Colony, the true impact of this seventh wave will be felt in the next 24–36 months. The time to prepare your technology stack is now.
The seventh wave of AI, described by George Colony, is not optional: it is inevitable. It is changing how companies design their platforms, manage customers, analyze data, and automate actions. Leaders who act with strategic vision, betting on AI-native solutions and optimizing their infrastructure, will be the ones who set the pace in their sector.
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