Certinia recently shared how they’re thinking about AI. It wasn’t full of buzzwords or over-the-top promises. It was about what matters: connecting systems, using data better, and making real work easier for people.
They made a few things clear.
First, AI isn’t something separate. It’s not a side feature or a bolt-on. It’s part of how Certinia sees the future of work. And they’re building it into the tools that teams already use every day.
Second, most services teams are still dealing with broken systems. Their data lives in different places. Teams don’t always talk to each other. That kind of setup makes it hard to deliver what was promised to customers. And it makes it even harder to grow.
Certinia’s answer is connection. Not just between tools, but between people and data. They’re building a full-service value chain on Salesforce. It brings together delivery, finance, customer success, and more. No handoffs. No waiting around for someone to send a spreadsheet.
AI fits right into that. Not as the star, but as the thing that makes work smoother and faster. In their early releases, Certinia has already incorporated Gen AI to assist with project summaries and staffing. These aren’t vague ideas. They’re real tools that give people a clear view of what’s going on so they can act on it.
This summer, Certinia is rolling out its first digital agents. One helps with staffing. Another supports customer success teams. These agents can perform tasks such as reassigning tasks, compiling account summaries, and suggesting next steps.
But Certinia also pointed out something important. Most AI efforts fail when people only focus on the tech. The real work is getting the data in order. It’s planning for change. It’s helping teams understand what’s coming and what success looks like.
Glen Greer, Principal Consultant at VFP, echoed this in response to Certinia’s most recent Global Service Dynamics Report:
“83% of Professional Services Organisations (PSOs) have already started, or are planning to start, using Agentic AI in the next 12 months. But it’s important to remember: you can’t ‘just turn it on.’ Certinia emphasised that successful AI adoption requires three key things: a clear data strategy, an intentional focus on change management, and upskilling teams to be ready for what’s next.”
That’s where they see partners stepping in. Partners can help clients clean up their data, manage change, and make sure everyone’s ready when AI starts to scale. Certinia mentioned that 94 percent of leaders believe strong data is key to AI success. But many still underestimate how scattered or outdated their data really is.
“AI won’t fix messy processes. You’ve got to clean things up first. Then it starts to work.”
Certinia also made it clear that we’re at a shift. More service firms are being asked to drive growth and margin. But the tools many of them are using are still stuck in the past.
The firms that are moving ahead are doing a few things right. They’re investing in better data. They’re getting off spreadsheets. They’re starting to use automation for work like staffing and forecasting. And they’re planning for how people and AI will work together.
The digital workforce isn’t a far-off idea. The pieces are already here. Certinia is taking a measured approach, testing early, and building on real feedback. That’s what makes their strategy feel solid.
