Rings AI Featured in Forbes: Rebuilding CRM Around the People Who Use It
Founder-led insight drives a CRM designed to reduce friction, automate admin work, and adapt to how sales teams actually operate.
In a recent Forbes profile titled What Happens When a CRM Is Built by Someone Who’s Lived Its Failures, Rings AI is highlighted for taking a different approach to customer relationship management. The focus is not on adding more features, but on redesigning the experience around the realities of sales work.
The article centers on a simple premise: traditional CRM systems often create more work than they eliminate. Manual data entry, rigid workflows, and complex interfaces can pull sales professionals away from relationship building. According to research cited in the piece, sales teams can spend up to two hours a day on administrative CRM tasks.
Rings AI aims to change that dynamic.
Rather than requiring teams to conform to fixed data structures, the platform adapts to how people naturally communicate and collaborate. AI handles tasks such as data capture, contact enrichment, and follow up reminders, allowing sales professionals to focus on conversations and deal progression. The system is designed to operate alongside human judgment, not replace it.
The Forbes article emphasizes that the company’s direction is shaped by lived experience. The founder built Rings AI after years of working with CRM systems that made straightforward tasks unnecessarily complex. That perspective informs the product’s design philosophy, which prioritizes usability and alignment with day to day workflows.
The timing is notable. As AI becomes embedded in enterprise software, expectations are shifting. Teams are no longer satisfied with feature heavy tools that require extensive configuration. Instead, there is growing demand for software that reduces friction and integrates seamlessly into existing processes.
Rings AI reflects that broader movement toward intelligence driven workflows. By automating repetitive administrative tasks while keeping humans at the center of relationship management, the platform seeks to rebalance how sales technology supports performance.
The Forbes profile positions Rings AI within this larger evolution of B2B software. Rather than expanding CRM complexity, the company is focused on simplifying it, using AI to make the system responsive to the user rather than the other way around.
As enterprises continue rethinking how AI should enhance daily work, tools designed around real operational pain points may define the next generation of CRM platforms.
Read the full article in Forbes