How the Motion Picture Association Uses Sales Software to Fight Piracy

Customer relationship management platforms built for tracking sales opportunities are proving equally effective for managing legal investigations and internal communications. As artificial intelligence agents begin handling preliminary sorting tasks, even staff members without technical training are now designing these automated workflows themselves.

The Motion Picture Association Inc. exemplifies this trend, deploying a CRM module from monday.com Ltd.'s AI work platform to coordinate piracy investigations and content protection efforts across its global offices. The system connects teams spanning Asia-Pacific, Europe, Latin America, Canada and the United States, according to Melisa King, legal operations administrator and senior paralegal at the MPA.

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, MPA

King discussed the MPA's approach during monday.com's Elevate event, speaking with Rebecca Knight in a conversation broadcast on theCUBE, SiliconANGLE Media's livestreaming platform. The discussion covered how the organization manages anti-piracy cases, the role of AI in processing security alerts and the broader applications of CRM technology beyond traditional sales use.

AI triage lightens the legal operations load

Each investigation begins with a tip or report from a person. An investigator reviews the initial information, then the case moves to a board where the team decides whether to pursue a takedown notice, send a cease-and-desist letter or proceed with litigation. The system also maintains records of studio powers of attorney, enabling investigators to understand their jurisdiction and authority in each region, King explained.

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

Melisa King

The latest enhancement involves an AI agent that automatically sorts security advisories submitted to the Trusted Partner Network, which certifies editing facilities and post-production vendors. After the AI completes its initial screening, a designated team member reviews the results and determines which cases require follow-up. King developed and tested this agent before its deployment, despite having no background in coding.

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 time savings, improved workflow efficiency and the ability to generate analytics that demonstrate to members how many cases were resolved before reaching litigation. King's recommendation for teams that view CRM strictly as a sales tool is to reconsider its potential scope.

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