There was no AI in 2023
The Evolution of AI in Business Development: 2023 to 2025
In 2023, artificial intelligence (AI) existed, but not in the transformative way we use it now. As I reflect in December 2024, the tools and applications we currently have in AI are light-years ahead of where they were just a year ago.
The Past: Limited Data Utilization
In late 2023 and early 2024, most of us relied on data housed in our Customer Relationship Management (CRM) systems. There were no external tools to enhance its utility beyond manual analysis, and there was little to guide us beyond raw data—a stark contrast to today.
Now, AI not only helps us analyze data but also provides real-time insights and directional clarity, functioning as a “true north” for decision-making. These tools seamlessly integrate into our daily and weekly workflows, creating efficiencies we could only imagine a year ago.
AI Today: Powerful Yet Overwhelming
Today, AI offers answers to almost every question, but the abundance of tools often leads to overlapping functionalities. It’s common to use multiple tools to solve the same problem, resulting in inefficiencies despite the technology’s potential.
We’re beginning to see the next evolution—where AI will not just assist with a tech stack but become the tech stack. This shift allows businesses to consolidate tools and focus on outcomes rather than processes. Instead of navigating a labyrinth of LinkedIn posts recommending 10-step solutions, a single AI tool can now deliver precise, actionable results.
AI and the Intimacy Stage
We’re in the “intimacy stage” of AI adoption, where businesses are discovering its full potential. Just as the automotive industry evolved from combustion engines to electric vehicles, AI is revolutionizing business tools. A year ago, we believed the tools we had would last for years, much like the unchanging engines of early automobiles. Now, new technologies are rapidly replacing outdated processes.
However, this excitement creates a mirage—an endless search for new tools to solve fundamental problems. Instead of chasing an oasis, we need to mine water from the desert, building sustainable solutions that scale over time.
Looking Ahead: Simplification and Efficiency
As we move into 2025, the winners will be those who simplify processes. By eliminating unnecessary steps and focusing on granular insights, businesses can achieve greater efficiency and profitability. This mirrors the health benefits of eating unprocessed foods—simple, foundational inputs yield long-term gains.
In the first half of 2025, intricate pipeline management solutions will likely be the focus of excitement. However, by midyear, many will abandon these in favor of streamlined tools. The collapse of companies relying solely on superficial metrics, like the potential downfall of Growblocks, will serve as a warning.
Data Ownership: The Key to Survival
In the coming years, owning and understanding your data will be critical. Tools reliant on external APIs to repackage third-party data will face challenges as companies restrict access to protect their proprietary information. Without proprietary insights, these tools will become obsolete.
Contact data, for instance, is already monopolized by leaders like ZoomInfo. As data sourcing methods evolve, even mobile numbers may lose their value in 2026. The businesses that thrive will be those leveraging AI to analyze internal CRM data, creating actionable insights from within rather than relying on external sources.
The Promise of AI: Clarity and Value
Despite the chaos, AI holds the promise of clarity. By optimizing existing tools and processes, businesses can finally extract value from their data. However, leading CRMs like HubSpot and Salesforce are not yet equipped to fully integrate AI-driven insights, leaving a gap for innovation.
By 2025 and 2026, AI will go beyond suggesting who to call or when to reach out. It will provide clarity on the true state of the pipeline, helping sales teams focus on opportunities within their Ideal Customer Profile (ICP) and build long-term relationships.
Conclusion
The journey from 2023 to 2025 has shown us that while AI is not a panacea, it is a powerful tool when used correctly. The key lies in simplifying processes, owning data, and leveraging AI to create sustainable growth. As we refine our understanding and application of AI, the future of business development will shift from reactive processes to proactive clarity—turning complexity into actionable insights.
