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The Proof

Claude Force: what is Matthew McConaughey selling?

Luke Curry and Adam Browne look at Salesforce's new AI and Claude announcement and ask a simple question: is this the future of CRM, or a very sophisticated chatbot sitting on top of your database?

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3 September 2026 · 16 min

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What we cover

  • Why AI shouldn't make salespeople spend even more time inside the CRM
  • The difference between giving AI context and giving AI hands
  • Why the future of AI-powered CRM is proactive, system-driven automation
  • Using historical sales data for genuinely intelligent forecasting
  • The potential hidden costs of Salesforce's new AI infrastructure and MCP usage
  • How similar capabilities can already be built with HubSpot and Anthropic
Claude + HubSpot: what we build

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