AI’s hidden power: Bridging teams, not just automating tasks

You know that feeling when you’re stuck in a loop, doing the same thing repeatedly while hoping for a different outcome? As a former Sales Engineer, I lived this reality—highly trained to consult clients, yet spending countless hours on data entry, logging customer feedback into a system I knew product teams rarely checked.

The corporate feedback loop that nobody solved

Here’s a familiar scene in B2B SaaS companies: Sales and customer success teams dutifully document customer feedback, which ends up in spreadsheets that collect digital dust. When product teams do attempt to act on this feedback, they face the impossible task of coordinating with numerous account managers across go-to-market teams. It’s a broken system that’s surprisingly universal—in conversations with hundreds of established B2B SaaS organizations, I’ve yet to find one that has cracked this code.

What’s more surprising is how early this problem emerges in a company’s journey. The moment you introduce any form of distribution—be it by segment, region, or product area—these workflows begin to decay. The result? People become discouraged from sharing feedback, and self-preservation kicks in. Communication barriers arise that, if left unchecked, evolve into systemic cultural issues.

The symptoms are clear:

• Sales teams dismiss the product feedback process as a “black hole”
• Product teams complain that go-to-market only brings them fires without actionable context
• Worst of all, customers see an organization that appears disorganized and deaf to their needs

Beyond the traditional technology solution

Traditional solutions rely heavily on manual data capture—document, tag, and hope someone searches for it later. But this addresses only half the problem. The more crucial challenge lies in how this information flows between teams.

We’ve been thinking about AI wrong. While it’s often viewed as a tool for individual efficiency—automating repetitive tasks and helping teams do more with less—this perspective misses its most transformative potential: AI’s ability to connect people through meaningful data. Strip away the manual tasks, and the only thing left is human-to-human interaction we’ve been searching for all along.

A new paradigm: AI as a bridge-builder

At Twine, we’ve discovered something fascinating with our customer feedback. Yes, our AI automatically extracts voice-of-customer data from calls without manual effort from go-to-market teams—that’s the efficiency play everyone expects. But the real magic, the true “aha moment” for our customers, is how it transforms team dynamics by making previously siloed data accessible to everyone, and the internal conversations evolve as a result!

The manual effort wasn’t just a time sink—it was a barrier to collaboration. The information was always there, but trapped in disparate systems designed for other purposes. When this barrier falls, something remarkable happens: conversations between product and go-to-market teams transform almost overnight, as they are now fueled by the objective voice-of-customer.

As one of our early customers put it: “Customer feedback isn’t held by one team anymore, it’s shared across the entire business so each and every team can put customers at the heart of every decision they’re making.”

The cultural transformation

The impact goes far beyond efficiency. We’re seeing the emergence of truly inclusive, customer-centric cultures where insights from all corners of the globe carry equal weight. In another customer example, a product leader explains that now when a team member in Australia shares feedback, their colleagues in the UK often recognize similar patterns from their own customers, sparking rich discussions about solving problems across different segments.

These conversations often evolve into vibrant Slack threads where teams collectively build on each other’s insights—all without requiring product team intervention. This organic collaboration was previously unimaginable when feedback lived in isolated spreadsheets and tickets.

Rethinking AI’s role in the enterprise

This journey has fundamentally changed my perspective on AI’s potential in corporate settings. While saving time is valuable, AI’s true power lies in its ability to connect people through data. It’s not just about automation—it’s about transformation.

This is the future of AI in the enterprise: not replacing human interaction, but enriching it by breaking down the barriers that have long kept our best insights trapped in silos.