Why smarter CRM experiences need smarter data

Dharmesh Shah (HubSpot's CTO) just announced that HubSpot is now the first CRM natively connected to ChatGPT.

This marks a major shift in how people will interact with their business data. Instead of clicking through dashboards or waiting on reports, users can now ask their CRM complex questions in plain English—and get instant answers. It’s a breakthrough in accessibility, speed, and strategy.

But while the interface is changing, the fundamentals aren’t. AI can only work with the data it’s given. So if your CRM is full of low-quality, outdated, or incomplete records, your shiny new chatbot will still give you shallow, outdated, incomplete answers.

Your CRM can't predict the future if it's stuck with bad data

Imagine you're a CEO checking in on your sales pipeline. You fire up your shiny new CRM chatbot and ask, "Who are our warmest leads right now?" It spits out a list of accounts that sort of resemble last year’s ICP—based on a handful of clicks, a webinar signup, maybe a stale lead score from Q4. No context, no nuance, and no real signal. It’s not business intelligence, it’s data theater.

On the flip side, if your CRM is enriched with high-quality behavioral data and real-time propensity scores from a platform like Faraday, the response gets sharper: "These households show high intent for solar based on how similar they are to the last 5 deals you sold. They all have a high interest in environmental causes, they all drive EVs and they make a similar amount of money. Prioritize them via SMS, and afternoons work best." Now that’s useful.

Good AI needs great data

Everyone’s racing to integrate ChatGPT into their stack. But very few are thinking beyond the UI. The big unlock isn’t just asking better questions, it’s giving AI better context.

That’s where platforms like Faraday come in. We bring:

• Thousands of predictive traits from the Faraday Identity Graph (FIG), including behavioral signals like payment habits, shopping styles, and lifestyle indicators.
• Campaign-ready propensity scores that predict conversion, churn, upsell potential, and more.
• Powerful consumer segmentation and personas that help you tailor messaging, creative, and channel strategy to match how real people behave—not just who they are on paper.
• Privacy-safe enrichment that keeps your customer data siloed and secure.

Better inputs, better outcomes

So yes, talk to your CRM. Ask it for trends, next steps, and hot leads. But if you want answers that are actually actionable, make sure your data is ready to support them.

Better interfaces are exciting. But better inputs are what make them work.

Want to see how smarter data makes AI work harder? Let’s talk.