When Salesforce bought Momentum, Forrester made a clear point: AI only works properly if it can see what was actually said in customer conversations, not just what someone typed into a CRM afterwards. That’s the issue.
In most organisations, the CRM shows a summary. The real conversation happens elsewhere, in Teams calls, in WhatsApp messages, in quick follow-ups that never get logged properly.
Over time, the record drifts away from reality. Then AI is asked to act on it. That is not a model problem, it’s a data problem. Salesforce has chosen to buy technology that pulls conversations back into its CRM so its AI has better information. That makes sense.
If you are running Microsoft Teams and Dynamics 365, the question is different. Microsoft already owns:
- Teams, where people talk to customers
- Dynamics 365 and Dataverse, where the record lives
- Azure, where the data sits
- Copilot, which uses that data
So, the real question is this: Are your customer conversations automatically written into your CRM, or are you relying on people to log them later?
That is what determines whether AI adds value or just produces smarter summaries of incomplete information.
Solgari runs inside Teams and Dynamics 365. When a customer calls or messages, the interaction, across any relevant staff member is captured and written into Dataverse automatically, including transcripts and summaries where AI is enabled. There is no separate desktop and no separate archive.
That matters in practice.
AMB Sports and Entertainment, the organisation behind the Atlanta Falcons and Mercedes-Benz Stadium – needed to manage conversations with fans across major events while keeping a complete interaction record inside Dynamics 365.
With Solgari embedded in Microsoft Teams and Dynamics 365, fan communications across voice, SMS, and email are captured directly into the CRM record. Staff can engage fans through the same tools they already use, while leadership gains a full picture of every interaction.
For organisations managing high-volume engagement around live events, that visibility matters. Conversations that would previously live in inboxes, phones, or personal notes now become part of the official customer record.
For Microsoft-first organisations, the decision is straightforward.
1. When a customer contacts you in Teams, where does that interaction end up?
2. Is it written into Dynamics 365 automatically?
3. Does Copilot see the full conversation?
4. Or does someone have to remember to log it?
Salesforce has recognised that AI needs full conversation data to work properly. If you are already in the Microsoft ecosystem, you can achieve the same outcome without adding another layer of technology, but only if your contact centre platform is built into Teams and Dynamics 365 rather than bolted on from outside.
The competitive edge will not come from having AI. It will come from making sure AI can see the whole picture. Through this approach, Solgari is ensuring rapid return on investment on AI capabilities.
