How the Motion Picture Association Uses Sales Software to Fight Piracy

Customer relationship management platforms built for tracking sales opportunities are proving equally useful for managing legal investigations and coordinating communications. As artificial intelligence agents begin handling the initial sorting of incoming work, even staff without technical training are now constructing these automated workflows themselves.

The Motion Picture Association Inc. exemplifies this trend. The organization has deployed a CRM module within monday.com Ltd.'s AI work platform to manage piracy investigations and content protection matters. The system connects offices spanning the Asia-Pacific region, Europe, Latin America, Canada and the United States. Melisa King, legal operations administrator and senior paralegal at the MPA, described the setup during an appearance at monday.com's Elevate event.

We have a lot of players in the kitchen, and the CRM module helps us communicate not just internally but externally. So our members can have real-time information, find out what's missing, if there's documents they need to sign, and it really just helps us move the beast.

Melisa King, legal operations administrator and senior paralegal at the MPA

AI triage lightens the legal operations load

Each investigation begins with a report. When a tip arrives, an investigator evaluates it and enters the case into the system, where the team decides whether to pursue a takedown notice, send a cease-and-desist letter or initiate legal action. The platform also maintains records of powers of attorney from studios, enabling investigators to understand the scope of their authority in different jurisdictions, King explained.

The latest enhancement involves an AI agent designed to screen security notifications for the Trusted Partner Network, which certifies editing facilities. After the agent performs the initial review, a designated staff member determines which alerts require follow-up. King participated in testing the agent before its deployment and constructed it without programming expertise.

I think before, each region really worked independently from one another, and this has allowed us to collaborate and work together.

Melisa King

I think with anyone, we get hundreds of emails a day and it's really easy to ignore these alerts.

Melisa King

For a lean legal operations department, the benefits include saved time, improved efficiency and the ability to show members quantified results, such as the number of cases resolved before reaching litigation. King offered guidance to legal teams that view CRM software as exclusively a sales tool.

https://www.youtube.com/embed/IpzWTeLi9sU?feature=oembed

I would say to think of it as project management on steroids with the communication aspect tied to it. The communication is key because it keeps everyone connected, especially when people are working remote or hybrid or around the world.

Melisa King