So, I had a research assignment to understand the added value of AI features. Here is what I've found valuable and a list of bs.

Top value:

- CRM autofill after the call - Much appreciated by salespeople, really saves time. 9/10. 1 point deduction because of the degrading engagement and belittling human effort.

- AI summarise / Contact briefing - useful when history is large and you need to ramp up the context. Some of them do a brief online research to add some value (like the company raised money, acquired, or released something. It can be a good hook or suggestion for a follow-up. 8/10. 2 point deduction for a stupid summary when there are not enough data in the CRM. It could just paraphrase that your one note and email

- Lead prioritisation - takes a long history to work properly, but can analyze which leads were closed-won, craft an ICP that will more likely become a customer, and highlight it. More helpful for new reps. 7/10. Not that valuable for experienced reps and historical judgment can't understand company made an ICP pivot.

- Workspace health - valuable for Sales managers. Really great day-to-day tool to track who is slacking around, risks, rotten deals, overdue tasks, deals w/o next steps. 10/10 for manager, 2/10 for rep :(

- duplicate detection and automatic contact/account matching \ - prevents mess in CRMs, especially helpful for large teams and multichannel outreach approach

Crap list:

- AI Chat - a-ka ask about something inside CRM. An inexperienced user will not get their answers anyway, and an experienced one already knows what they are doing, 2/10. Only works for Notion to find something in the mess

- Follow-up generator - no comments. It can only be useful as a source of ideas. 4/10

- Sentiment analysis - Customer sentiment: 72% positive. junk. 0/10

- AI Forecasting - no sense, just a candy for the Sales director. 1/10

- AI motivational coaching/ AI avatars - "Great job! Try asking more open-ended questions". I'm about to throw up. -100/10 minus vibe/

What other good AI features have you seen among CRMs?
I'm working for Ln2CRM (https://ln2crm.com), the best LinkedIn-to-CRM integration extension, so I spent quite a lot of time researching CRM workflows and AI features.

The main idea isn't to replace existing CRMs, but to make them easier to use directly from LinkedIn. You can create and manage contacts, companies, deals, notes, and tasks without switching tabs, see CRM information while browsing LinkedIn, and use an AI Copilot that drafts context-aware follow-ups based on your CRM history and previous interactions instead of generating generic AI text.

Hubspot wants to monetize 'enrichment' feature by selling data you have collected to other companies. A massive red flag for me. I know enrichment tools get their base from somewhere, but the audacity... It is a no go for me, and we are moving elsewhere. Your thoughts?

"As we continue to improve our product and services, we’re making updates to our enrichment features and the choices you can make about your data. You are receiving this email because you have used HubSpot’s enrichment features.

On August 4, 2026, HubSpot is expanding its data discovery and intelligence features to bring more robust and reliable data to our customers. To power these tools, enrichment data such as business contact details, employer information, and email deliverability signals, may be shared with other customers."