MVP Insights: Malcolm McAuley Discusses AI Integration in CRM, Customer Impacts, Summit NA Sessions

Welcome to “MVP Insights,” a podcast that explores the universe, ideas, and opportunities of the brightest stars in the Microsoft business applications ecosystem. 

In episode 40, Malcolm McAuley, Microsoft Solutions Practice Lead, C5 Insight, Microsoft MVP, joins John Siefert to discuss the integration of AI, agents, and Copilot in CRM and the impacts it has on customers. Additionally, he suggests how community can help navigate the rapid pace of change in today’s ecosystem, before sharing details on his sessions at the upcoming Community Summit NA 2025.

Agents & Copilots are defining the future of Dynamics, CRM, Power Platform, Azure, Fabric, and more. Register for Community Summit NA 2025, running October 19-23 in Orlando, FL, to explore and discover what this means to you.

Key Takeaways

• Evolution of CRM: Malcolm references his podcast that he co-hosts with MVPs Kylie Kiser and Heidi Neuhauser, where they focus on upcoming release features, especially those related to CRM. He emphasizes the ongoing evolution of these tools, most of which are “AI-centric,” noting the fundamental change in the product with the integration of AI agents and Copilot. “I think there’s always going to [be] a place for formalized data structure, but the layering in of the AI, the agents, and Copilot… they’re really just bringing a new frontier of how people work.”
• Impact on customers and users: One of the biggest challenges organizations face is the speed at which they can access information, notes Malcolm. This is often a result of data spread across multiple silos. He sees Copilot as a game changer, enabling users to retrieve insights quickly through natural language while maintaining security and access controls. As such, goals around data accessibility can become a reality.
• System collaboration: The traditional “divide” between CRM and other business functions is dissolving, as frontline teams like sales and service are increasingly reliant on customer data from across the organization. He explains, “It’s not the modern age. It’s the way it is now,” highlighting that integrated collaboration across systems is now a standard way of working.
• Sessions at Summit NA: Malcolm will be leading several educational sessions and one Academy course at Summit NA 2025 in Orlando, FL. This year, his sessions include:
  • 7 Habits for AI Transformation Success: This session encourages attendees to strategize and build a readiness plan for AI transformation, as preparation is essential.
  • Create Your First 4 Copilot Agents in a Day: This Academy course, co-led with C5 Insight’s Emily Boiteau and Jordan Loeffler, is designed to help attendees overcome uncertainty about where to begin with AI agents. Instructors will walk through how to build an effective strategy for implementing agents, showcasing four different use cases.
  • Modern Collaboration: Elevate the Customer Experience with Microsoft 365: This academy course, also co-led by Boiteau and Loeffler, offers a deep dive into the full Microsoft 365 suite and is designed to help attendees discover overlooked capabilities and rethink how these tools can streamline operations.
• Final thoughts: In closing, Malcolm notes that the rapid pace of innovation can feel paralyzing, even for seasoned professionals. He encourages users to attend Community Summit North America to connect with others, noting, “Even though it feels like you’re skating on water, it’s actually frozen,” highlighting the value of community in navigating change.

Stream the audio version of this episode here: