SugarCRM’s AI-enhanced software wins business awards

AI-driven sales automation software Sugar Sell has been named Best New Product of the Year in the Stevie American Business Awards

At the same time, the SaaS software won a CRM Excellence Award for the fourth consecutive year.    

Sugar uses artificial intelligence, machine learning and predictive analytics to drive its customer relationship management software. It uses generative AI to summarise data generated from sales activities, as well as adding real-time customer intelligence into personalised emails, sales copy and sales scripts. The company describes AI-enhanced software as “CRM 2.0”. 

Sales teams are now using AI to automate processes such as finding new leads and streamlining workflows. Generative AI is also being used to respond to customers with a greater degree of personalisation. This allows sales teams to scale up this combination of CRM data with human relationships to drive sales.

Another important use involves gathering scattered data from silos within a business. AI can quickly unite fragmented data and present it in a readable form, so CRM companies such as Sugar and Salesforce are using AI to solve the problem of siloed information.

To become one of the five brands earning the highest possible Stevie awards, Sugar Sell earned an average score of 9 out of 10 from the American Business Awards judges. Sugar Sell also won the Gold Stevie for Best Relationship Management Solution.

Based in Cupertino, California, SugarCRM was founded in 2004. The SaaS software is available on-premises and as a cloud-based web application. Features include sales-force automation, marketing campaigns, customer support, collaboration, mobile CRM, social CRM and reporting.

Sugar’s AI-enhanced software can analyse complex patterns, visualise datasets and predict future trends. Marketing software Sugar Market also integrates AI to automate time-consuming and repetitive tasks, but Sugar notes that AI can’t be trusted completely yet and marketing copy still needs to be proofread by a human. 

Richard Trenholm
Richard Trenholm

Richard is a former CNET writer who had a ringside seat at the very first iPhone announcement, but soon found himself steeped in the world of cinema. He's now part of a two-person content agency, Rockstar Copy, and covers technology with a cinematic angle for