
Salesforce CNX 2025: What Mattered, and Why I’m Still Thinking About it
Hear direct from EVP of Global Analytics + Media Operations, Emilie Sanders Lee, about what stood out at Salesforce Connections 2025, and what it means for B2B marketers.
June 26, 2025
Advisor, People Experience
For me, AI in HR didn’t seem intuitive at first. HR is all about human interaction, building relationships, and taking a personalized approach. How could AI possibly enhance that? Unless, of course, I had a 3D holographic version of myself attending meetings!
But as I explored AI further, I began to see its potential. Artificial Intelligence is transforming this area in ways I hadn’t imagined. Streamlining processes, improving decision-making, and enhancing the overall employee experience. Of course, like any technology, AI comes with both advantages and challenges.
At Just Global, we’ve embraced AI, particularly ChatGPT, to support our teammates in new and innovative ways. Over the past year, I’ve gone from being a complete novice to feeling confident in leveraging AI. One of the most valuable tools we’ve implemented is custom AI assistants trained to provide quick and relevant answers to frequently asked HR questions.
As a global agency operating across multiple time zones, we wanted to give teammates access to the information they need when they need it without long wait times due to time differences. This vision led to the creation of my first GPT – the Onboarding Buddy.
Honestly? Not very. At first, I had a lot of doubts, not about AI’s ability to deliver but my ability to create something worth using. Could AI really deliver accurate, region-specific HR advice? Would people trust it?
One major concern was accuracy, because for those who are familiar with AI it’s very important to fact check the information it provides. HR decisions impact people’s careers, well-being, and financial security. If AI provided incorrect or misleading information, it could create serious issues. This was especially clear during testing, when I realized the GPT I’d built was mixing up regional benefits information giving teammates the wrong details depending on their country.
It wasn’t ideal! We needed to ensure accuracy to truly support our global team. It was important to us that we empowered new hires by providing instant, accurate responses about company policies, benefits, and processes.
To avoid overloading the GPT and confusing users, I experimented with moving away from bulk uploading all documents into a single model. During testing, I found that separating the content into topic-specific GPTs significantly improved clarity and accuracy, especially when handling region-specific information. Based on those results, I’ll be building out the approach using dedicated GPTs for each topic area moving forward.
These concerns didn’t stop us, but they did shape how we use AI. We took extra steps to train our GPTs with verified, region-specific information and built in human oversight where needed. AI doesn’t replace HR, it enhances it, making information more accessible while keeping people at the heart of everything we do.
This experience highlighted both the power and the limitations of AI in HR. It’s a journey of learning, refining, and improving. While AI can never replace human connection, it can certainly enhance the way we work making HR more efficient, responsive, and accessible to all.
What’s next? Even more GPTs, built around specific topics and loaded with relevant, accurate information. Ready to support our teammates whenever they need it.
Hear direct from EVP of Global Analytics + Media Operations, Emilie Sanders Lee, about what stood out at Salesforce Connections 2025, and what it means for B2B marketers.
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