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In this byte-sized episode, we’re back with Sylvain Grande, Chief Product Officer at PayFit, diving into how they’re weaving AI into every layer of their marketing engine.

PayFit, one of Europe’s leading HR tech platforms, has been on a big transformation journey - from classic sales-led to a smarter, more connected, multi-channel model. And AI is right at the heart of it.

1. AI Is Reshaping the Marketing Stack

PayFit’s marketing has evolved from being purely in service of sales to playing a central role across the entire customer lifecycle. 

2. Data Accessibility > More Tools

 PayFit uses tools like Snowflake to consolidate inputs across CRM, CMS, customer support, and product teams, creating a unified data foundation that powers smarter AI outputs.

3. Real-Time Workflows, Not Just Chatbots

Beyond clever assistants, Sylvain talks about moving toward agentic AI - where tasks trigger next steps automatically. From analysing call transcripts to enriching CRM entries and driving follow-up actions, it's all about building intelligent workflows that scale.

4. Start Small, Then Scale

While some of PayFit’s AI use cases are complex - like updating salaries based on government API changes - many started small. The key? Test. Learn. Iterate. AI success isn’t about big bang projects. It’s about building momentum with micro-automations.

This mini-episode is a behind-the-scenes look at what real AI adoption looks like inside a modern B2B SaaS brand. It’s not hype. It’s not just tooling. It’s a thoughtful, iterative, data-led approach to marketing that connects dots across your business.

If you’re serious about modernising your growth engine - or just want to steal a few smart moves - this one’s worth 10 minutes of your day.

Sylvain Grande

https://www.linkedin.com/in/sgrande/

PayFit

https://payfit.com/

Katie Street:

https://www.linkedin.com/in/katiestreet/

https://www.instagram.com/streetmate/



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