Webinar: AI applied to business.

AI applied to business: how to transform sales processes.

Artificial intelligence is no longer a promise of the future: it is a reality that is redefining the way companies sell, manage customers and make decisions. This was the central theme of the webinar organized by INCENTEA, titled “AI applied to business”, which addressed how to incorporate AI into one of the most critical processes for any company: sales.

A new scenario for companies

We live in a time when information about artificial intelligence is constant. However, beyond the enthusiasm or media “noise”, the key is understanding how to apply it in practice to improve productivity, be more agile day to day, increase competitiveness and eliminate tasks that add no value.

In the sales field, this transformation is especially relevant. Barely two decades ago, sales management depended on paper diaries and card files; today, technology makes it possible to automate reports, analyze data in real time and focus the sales team on what really matters: selling and building relationships.

AI at the heart of the CRM

During the session, Carlos González from Sage presented the Sage Sales Management solution, a CRM powered by artificial intelligence designed specifically for sales teams.

What does AI bring to sales processes?

Artificial intelligence integrated into the CRM makes it possible to:

• Check orders, invoices and customer risk;
• Analyze the evolution of billing;
• Find out the last price at which a product was sold;
• Detect how long a customer has gone without buying;
• Get automatic summaries of sales activity;
• Generate key information without complex manual searches.

In short, it turns the CRM into a conversational, intelligent tool that answers business questions in seconds.

Thanks to Sage Copilot, we can add reports of customer visits by voice, create new customers, build forms to collect information and analyze it later, manage and update tasks, prepare quotes or share notes, among many other features.

It also makes the sales team’s work much easier, streamlining processes and reducing administrative tasks. All this information is centralized and available to generate summaries, obtain insights and make better-informed decisions about next steps.

Integration with any ERP

One of the most notable aspects is its integration capability. The solution can connect to any ERP, whether or not it is from Sage, via API or files, adapting to each company’s technology architecture.

This means that billing, risk, order or even incident management system data can be integrated into the CRM and made available for AI analysis.

The condition is clear: the data must reside in the CRM. But there are multiple ways to ensure that integration and centralization of the information.

Multilingual, adaptable AI

Another differentiating point is its multilingual capability. Users can interact in different languages — such as Spanish, Portuguese, English or German — and receive the response in the language configured in their interface.

In addition, the artificial intelligence can adapt to each company’s technical language. If brands, specific terminology or sector-specific concepts are used, it can be fed a custom glossary so that it learns the internal vocabulary, uses the correct terminology in summaries and forms, and adapts progressively with use. This is not complex training, but rather providing guidelines and context that optimize its performance.

A CRM designed for the salesperson

One of the great historical challenges of CRMs has been their adoption by sales teams, as they are often perceived as control tools or systems that add administrative burden.

The approach presented in the webinar, however, puts the salesperson at the center, with a simple interface, intuitive use, automated reporting and quick access to key information, all geared toward making selling easier. When technology genuinely helps the team, adoption stops being a problem and becomes a competitive advantage.

Conclusion: adapt or fall behind

Artificial intelligence applied to business is not a passing fad but a strategic lever that enables better decisions, optimizes processes and frees up time for high-value tasks.

In sales, where every minute counts, having immediate information can make the difference between closing an opportunity and losing it. The question is no longer whether to implement AI, but how and when. Companies that integrate these solutions into their sales processes will be better prepared for the present and the future.

About INCENTEA

INCENTEA is a business group specializing in the implementation, integration and support of information systems for management and IT infrastructure, with a strong presence in seven markets, especially Portugal and Spain.

It has a team of highly qualified, certified professionals with extensive technical and business skills, and offers customized solutions that meet each customer’s specific needs, driving continuous improvement in their business processes.

Its commitment to excellence and customer satisfaction makes INCENTEA a reliable, strategic technology partner for organizations facing the challenges of the present and the future.