Businesses today are surrounded by data - yet much of it remains untapped when it comes to actually improving customer experiences.
Many still rely on dashboards and quarterly reports to guide decisions. But if data only tells you what went wrong after the fact, is it really driving value?
We’re at a turning point. It’s no longer enough to understand what happened last month. Competitive advantage now comes from taking action in real time and predicting what’s likely to happen next.
The shift from traditional data-driven approaches to AI-powered decision-making
For a long time, being data-driven meant building data warehouses, collecting KPIs, and using analytics to monitor performance. These tools worked well in stable environments, where incremental improvements were the goal.
However, the pace of business has changed. Markets shift faster, customer expectations are higher, and the window to act is narrower. AI allows us to respond in real time, moving from passive observation to timely action.
How AI Enables Proactive Decision-Making
AI brings a new capability: Anticipation. It helps us spot patterns as they emerge, simulate outcomes, and make decisions before problems escalate.
In customer service, for instance, AI can detect frustration during a call and suggest a counter-offer immediately — turning a churn risk into a loyalty moment. Or in marketing: it can flag which customers are likely to respond to a competitor’s campaign, and then trigger a tailored, timely alternative.
What once took weeks now happens in seconds. The goal isn’t to gather more data. It’s to activate the data you already have, and make it work harder for both your business and your customers.
Tackling AI Challenges and Taking the First Step
While the potential is huge, many companies face real barriers before AI can deliver value.
A common challenge is data. It’s often siloed, inconsistent, or lacking clear ownership. Without proper data governance, even the best AI models struggle to produce reliable results.
Another challenge is privacy. With GDPR and other regulations, building trust layers and anonymizing sensitive data isn’t optional, but foundational.
A third challenge is the misconception that AI will replace people. In reality, it’s about enabling teams to spend less time on repetitive tasks and more on meaningful, high-impact work.
A few steps to get you started:
- Assess your data: Is it clean, governed, and AI-ready?
- Build a governance model that aligns access, definitions, and responsibility.
- Start with small, low-risk prototypes like call summaries or case classification.
- Work with partners who understand both the technology and your business reality.
Are you serious about getting more proactive?
At Growberry, we help companies lay the groundwork for AI by connecting enterprise data more closely to customer processes. Using data platforms, we structure, label, and activate data across systems — making it usable where it matters.
We also prototype practical use cases: embedding knowledge base into support workflows, summarizing customer calls, automating service request routing, fraud detection or providing fundraising assistance.
What sets us apart is our mix of deep domain knowledge and platform flexibility. Whether you’re in telecom, insurance, manufacturing, education or SaaS, we tailor solutions to your needs. We mostly work with Salesforce customers and Salesforce tech stack, we’re not tied to a single vendor — we go with what brings the most value.
AI Is Here, What’s Your Next Move?
AI adoption is still in its early stages for many companies, but the next step is clear. As more tools emerge, businesses will need platforms that can connect different AI models, ensure privacy, and deliver value where it matters. Salesforce is already moving in this direction.
The focus is shifting from standalone features to seamless integration into everyday workflows — not only for efficiency, but for better customer experiences. It’s not about having the most advanced tools, but instead using them with purpose. Those who start early will be best positioned to scale.
At Growberry, we help you take that step — responsibly, strategically, and always with the end user in mind. If you want to be in touch around these topics, please don't hesitate to contact Sarma (sarma@growberry.io) or Sami (sami@growberry.io).