Bryan Gauch, Leader of BCG’s Commercial Tech Topic, explains why CRM isn’t disappearing even as agentic AI reshapes how customers are served. He argues that CRM will keep serving as the data backbone while agents take over the interface. He also lays out the cost and resourcing questions CEOs need to answer before scaling their AI investment.

You’ll Learn:

Why agents are quietly replacing the screen, not the system, behind every customer interaction.

Why cost is the real constraint on agentic AI, not the technology itself.

How CEOs should align cost, resources, and innovation before deciding what CRM keeps and what agents take over.

Learn More

BCG and Salesforce: https://on.bcg.com/4zTgNKl

BCG’s Latest Thinking on Marketing and Sales: https://on.bcg.com/4zVIMsP

Chapters

(0:00) What Does CRM Actually Do?

(1:29) What CRM Means for Customers

(2:02) Could AI Agents Replace CRM Entirely?

(6:44) The Real Cost of Agents

(8:52) ROI of AI Agents

(10:45) How Will Agents Impact Employees?

(12:55) Where CRM Is Headed in 3 Years

(14:33) How Should CEOs Approach CRM?

(15:53) What Role Will Consultants Play?

Meet the Expert

Bryan Gauch, BCG Managing Director & Partner: https://on.bcg.com/4iI7fLV

Listen to Other Episodes of The So What from BCG podcast

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