Melisa King: MPA runs piracy cases on monday.com CRM

The Motion Picture Association's use of a sales-oriented CRM for legal work illustrates how far such platforms have spread beyond their original purpose. King described the module as linking offices across several regions, a change from when each region worked independently. That collaboration matters because studio powers of attorney are tracked on the same boards, so investigators can see where they may act.

The AI agent King built adds a layer of automation before human review. It handles security advisories for the Trusted Partner Network, which vets editing bays, flagging items before a point person decides on follow-up. King's lack of a coding background suggests such tools may be within reach for other nontechnical teams, though that is an inference from a single case.

King's framing of CRM as project management with communication tied in points to a broader question: whether legal operations teams will increasingly adapt sales software rather than buy specialized tools. The payoff she cites is time and analytics showing how many cases were stopped before litigation.