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From clicks to context: AI is changing how we work, not just how we search
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Generative AI is not only changing how we search but how we work. Where search engines once delivered links, AI now delivers answers, analyses, and actions directly within one unified environment.
With technologies like Google’s AI Overviews, ChatGPT, and Perplexity, we’re seeing the beginning of a transformation in the search landscape, where answers are generated directly, often without the user ever clicking through to a website.
According to Gartner, up to 25% of all searches are expected to shift from traditional search engines to AI assistants in the coming years. This marks a significant shift that affects not just marketing departments but the entire digital architecture of a company.
Generative AI aggregates information from many sources such as websites, reviews, and open content, and combines it into one unified answer.
This means visibility no longer depends on keywords but on content quality and structure.
Companies must therefore be able to answer:
• Is our content structured and machine-readable?
• Is our information up to date, trustworthy, and consistent?
Visibility is no longer a matter of clicks but of context and accessibility.
While AI has already changed the way we search for information, the next step is that the actual work moves into the browser.
We see the first signs of this with the launch of tools like ChatGPT Atlas, an AI-powered browser where users can “converse with” web pages, perform tasks, and gain insights without switching between tabs.
Instead of merely presenting information, AI can now act on the user’s behalf: fill out forms, compare products, or summarize complex websites, all within a single environment.
For knowledge workers, this means fewer manual clicks; for companies, it means the browser becomes a central tool for productivity, decision-making, and learning.
According to a Danish Industry (Dansk Industri) article about generative AI search engines, concrete shifts in traffic and visibility are already happening:
This new reality opens doors to efficiency, new opportunities, and faster workflows. But it also raises critical questions:
Companies must not only think about “being found” but about “being understood”, by both humans and machines.
At ZRM, we see AI shifting the focus from marketing to digital infrastructure. When the browser can analyze, summarize, and act on its own, it becomes critical that a company’s content is structured, accessible, and understandable to AI.
ZRM helps companies to:
1. Structure content to bring clarity and order
2. Automate processes to keep information always up to date
3. Build websites that make content usable for both humans and machines
The competition of the future is not about being found, but about being functional in an AI-powered ecosystem.
At ZRM, we help companies ensure their content and digital foundation are ready for this new reality.
We closely follow developments in technology and share selected news that may impact how companies work with CRM, AI, and digitalization.
We’ve Been There Ourselves: Scaling businesses from idea to exit – and witnessing how the right IT systems can make the difference between chaos and control, stagnation and growth. With backgrounds in venture capital, entrepreneurship, and IT, we’ve seen firsthand what works in practice – and what gets in the way. That’s why we build solutions that not only organize data but drive real progress.
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Here, Magnus – one of our leading specialists in CRM systems and digital strategy – shares expert knowledge through news updates, newsletters, industry insights, and practical guides on how businesses can optimize workflows and drive growth with innovative software solutions.
Et CRM-system (Customer Relationship Management) er en softwareløsning, der hjælper virksomheder med at organisere, spore og optimere deres interaktioner med kunder og leads. Det centraliserer kundedata og muliggør en mere personlig og struktureret tilgang til kundehåndtering, hvilket kan forbedre både salgsresultater og kundetilfredshed.
CRM-systemer reducerer behovet for manuelle opgaver ved at automatisere processer som opfølgninger, datarapportering og kundekommunikation. Det giver alle afdelinger adgang til opdaterede data, så de arbejder ud fra samme grundlag, hvilket forbedrer intern kommunikation og beslutningsdygtighed.
CRM-data giver indsigt i kundeadfærd, salgsmønstre og markedsudvikling. Ved at analysere disse data kan du:
• Forudsige salgstendenser
• Tilpasse din salgsstrategi
• Forbedre kundeoplevelsen
ZRM’s CRM-platform hjælper dig med at udnytte CRM-data optimalt, så du kan træffe bedre forretningsbeslutninger.
En CRM-specialist kan:
• Vejlede dig i valg og opsætning af din CRM-løsning
• Optimere dine CRM-tools for maksimal effektivitet
• Udvikle en skræddersyet CRM-strategi til din virksomhed
ZRM’s CRM-specialister hjælper dig med at sikre, at dit CRM-system arbejder optimalt fra dag ét.
Ja, CRM-systemer som Zoho CRM er ideelle til både små og store virksomheder. De tilbyder fleksible løsninger, så mindre virksomheder kan starte med et grundlæggende setup og udvide funktionaliteten, i takt med at behovene vokser.
De vigtigste funktioner afhænger af din virksomheds behov, men typiske CRM-funktioner inkluderer kontaktstyring, automatisering af arbejdsopgaver, pipeline-administration, datavisualiseringer, realtidsrapportering og integrationer med andre systemer.
Med et CRM kan kundeserviceteamet tilgå komplet kundehistorik, hvilket muliggør en hurtig og personlig håndtering af forespørgsler. Det kan også automatisere opfølgning og sende påmindelser, hvilket forbedrer responsen og styrker kundetilfredsheden.
Ja, de fleste moderne CRM-systemer, inklusiv Zoho CRM, har åbne API’er og integrationsevner, der gør det muligt at forbinde dem med økonomisystemer, e-mail-marketingværktøjer, kalendere og mange andre platforme. Dette skaber en mere effektiv informationsstrøm og fjerner siloer mellem afdelinger.
CRM-systemer kan analysere historiske data og identificere tendenser, som hjælper med at forudsige fremtidig efterspørgsel og salgsudvikling. Med denne indsigt kan virksomheder planlægge deres ressourcer og tilpasse marketingindsatserne proaktivt.
Prisen på et CRM-system kan variere afhængigt af kompleksitet, antal brugere og tilvalgte funktioner. Nogle CRM-systemer tilbyder gratis versioner med basale funktioner, mens andre har abonnementsplaner med priser baseret på funktionalitet og antal brugere. Det er værd at overveje både omkostninger til licenser og potentielle integrations- og supportomkostninger.
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