The Three Faces of AI
This article is written by Andy Campbell, Director, Solutions Marketing at Certinia. Andy is laser-focused on helping services businesses leverage cloud-based technology to react faster, run smarter, and grow in any market scenario. Get his insights here on the different categories of AI and how professional services organizations can leverage for better business outcomes.
For years, services organizations have leaned on spreadsheets, manual processes, and intuition to keep things running. While that approach worked, it often came at the cost of efficiency and precision (not to mention a few unnecessary headaches).
Now, AI is redefining how professional services operate, with tools that are practical, accessible, and designed to tackle challenges like resource allocation, forecasting, and client engagement. But with all the hype, it’s easy to feel unsure about what AI can really deliver, which types make sense for your business, and how to take that first step.
Let’s clear the fog. From predicting project success to automating repetitive tasks, here’s how AI is driving transformation in professional services—and how you can put it to work in your organization.
AI isn’t a one-size-fits-all solution. Think of it as a versatile toolkit designed to solve a range of challenges for services organizations. Here are the big three, with examples of how we’re employing all three across our portfolio:
1. Predictive AI: The Crystal Ball
Predictive AI gets clever with your data, analyzing past trends to forecast future outcomes and risks. Cash flow forecasting is a prime example.
Leveraging AI, distributed analytics, and machine learning, this use case identifies each customer’s historical payment trends and predicts their likely days-to-pay their outstanding commitments. This data feeds into a simple cash flow dashboard that gives businesses clear visibility into future inflows and outflows, enabling more accurate cash flow predictions. It can also suggest different strategies for improving a customers propensity to pay.
The result? Reduced risk, improved DSO, and the ability to better understand the cash flow impact of operational decisions.
2. Generative AI: The Productivity Booster
Generative AI eliminates manual effort and streamlines content creation, making repetitive tasks faster and easier.
A good example of this is the guided scoping feature in Certinia Services Estimator, which transforms project scoping by automating what was once a siloed, spreadsheet-heavy process. Sales reps can now create more accurate, detailed estimates through the use of with pre-defined templates and scoping questions, uncovering hidden requirements and upsell opportunities.
This not only accelerates deal cycles but also boosts customer satisfaction by delivering work that matches the original scope—reducing change requests and building long-term loyalty.
Watch ServicesTalk with Jellyfish’s Adam Hay
3. Agentic AI: The Proactive Partner
Agentic AI handles complex processes, helping teams make smarter, data-driven decisions.
Our Customer Success Agent, developed as part of the Agentforce Partner Network, is envisioned to help CSMs proactively monitor customer health, flag risks, and recommend actions based on best practices, all while automating key tasks like onboarding and success planning.
Integrated with Salesforce Data Cloud and Slack, the Customer Success Agent will create personalized, actionable insights across the customer lifecycle—helping CSMs support multiple accounts without missing a beat.
Where to Start with AI
AI doesn’t have to be intimidating or over-engineered. Start small by tackling tasks where the benefits are clear, measurable, and pragmatic. Prove success with these smaller wins, and you’ll build the confidence to take on more ambitious AI-driven projects.
At the end of the day, AI is only going to be as good as the data behind it — so data quality and governance are critical. This is especially true in regulated industries like healthcare or finance, where compliance and security cannot be compromised. Work with trusted AI vendors who prioritize data privacy, have the right security certifications, and can prove they meet regulatory standards.
Looking Ahead: AI Is the Competitive Advantage
AI adoption is accelerating. According to the latest Global Service Dynamics Report, 61% of professional services organizations plan to deploy AI within the next year.
Why? Because AI not only improves efficiency, but creates opportunities for growth, smarter decision-making, and stronger customer outcomes.
Companies that embrace AI will thrive. Those that don’t risk falling behind.
At Certinia, we’re already helping professional services organizations harness the power of AI to drive efficiency, uncover insights, and achieve certainty in an uncertain world. Whether you’re looking to optimize resources, reduce errors, or improve customer satisfaction, AI is your secret weapon—and we’re here to help you put it to work.
Ready to see what AI can do for your business? There’s no better time to start than now!
