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CRM is about to feel less like a database and more like a conversation. We sit down with Brevo to unpack how a fast-growing customer engagement platform thinks about the next era of CRM, where large language models change the “entry point” for customer data and where the old battle over slick UI starts to disappear.

We walk through Brevo’s evolution from an agency to an email automation tool (many will remember the Sendinblue days) and then into a broader customer engagement and CRM platform built for B2C brands. The big idea is the engagement layer: the system that turns customer data into action across channels, agents, and third-party tools. As LLMs become cheaper and more interchangeable, the winners won’t be the tools with the flashiest interface, they’ll be the platforms that orchestrate workflows, permissions, integrations, and real outcomes.

Then we get practical about ROI. Customer engagement software should be measurable because it exists to move KPIs tied to revenue: subscriber growth, net new customers, repeat purchase, and bigger baskets. We also break down how to evaluate AI inside CRM without hype by looking at efficiency, automation, and output per marketer so you can grow without constantly adding headcount. To round it out, we talk martech consolidation, what M&A looks like as valuations reset, and a smart loyalty and advocacy approach that turns happy customers into demand generators.

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