October 26, 2020

Microsoft, c3.ai, and Adobe aim to create the "CRM of the future."

On Monday, October 26, 2020, Microsoft, c3.ai, and Adobe jointly announced their collaboration to build an industry-specific CRM system based on data from multiple channels and collected in real-time. The integrated components include:

  • Microsoft Dynamics 365 Sales
  • Adobe Experience Cloud
  • c3.ai’s data and algorithms platform

Under this new approach to CRM systems, Microsoft, c3.ai, and Adobe will develop a unified product – a CRM system tailored to specific industries that automates processes characteristic of those industries based on data collected by c3.ai. The system will be built on Dynamics 365 Sales and Marketing, with the data model based on the joint initiative of Microsoft, Adobe, and SAP, known as the Open Data Initiative (ODI).

“Microsoft, Adobe, and C3.ai are reinventing the market created by Siebel Systems over 25 years ago. Market dynamics and the requirements of digital transformation have radically changed the CRM market’s demands. A general-purpose CRM system is no longer sufficient. Today, customers expect industry-specific, AI-driven solutions that provide revenue forecasting, product forecasting, customer churn, next best product, next best offer, and purchase predisposition,” 

 – said Thomas M. Siebel, CEO of C3.ai.

“This is not the first announcement of close cooperation between Microsoft and Adobe. Let’s wait and see what comes out of it this time. Tom Siebel’s involvement in rebuilding the CRM project from scratch makes a lot of sense because, in a sense, Tom Siebel created the entire CRM market.
However, we approach the announcement skeptically for two reasons – Microsoft already built a joint project with Adobe in 2016. What came out of it, everyone in the industry knows. Secondly, c3.ai has no offerings and value outside of the USA, so counting on the announcement to change anything in Europe is naive,”

commented Jakub Skałbania, Principal Consultant, and founder of Netwise.