UPDATED 14:44 EDT / OCTOBER 29 2026
Motion Picture Association runs its legal operations on a CRM built for sales
by Sloane Kali Faye
Legal operations teams are finding that software built for sales pipelines can just as easily run investigations and member communications. As AI agents take on triage work, even nontechnical teams are building those workflows themselves.
That shift is playing out at the Motion Picture Association Inc., where a CRM module on monday.com Ltd.’s AI work platform now anchors piracy investigations and content protection cases. It links offices in Asia-Pacific, Europe, Latin America, Canada and the U.S., according to Melisa King (pictured), 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,” King said. “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.”
King spoke with Rebecca Knight at monday.com’s Elevate event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how the MPA tracks anti-piracy cases, how an AI agent triages security alerts and why CRM isn’t just for sales. (* Disclosure below.)
AI triage lightens the legal operations load
Every case starts with a person. A tip comes in, an investigator checks it and the case goes onto a board, where the team weighs a takedown, a cease-and-desist letter or litigation. Studio powers of attorney are tracked there too, so investigators know where they can act, King explained.
“I think before, each region really worked independently from one another, and this has allowed us to collaborate and work together,” she said.
The newest addition is an AI agent, the kind of tool monday.com is having every Elevate attendee build. It triages security advisories for the Trusted Partner Network, which vets editing bays, before a point person decides who needs a follow-up. King tested it before launch and built it without a coding background.
“I think with anyone, we get hundreds of emails a day and it’s really easy to ignore these alerts,” she said.
For a small legal operations team, the payoff is time, efficiency and analytics showing members how many cases were stopped before litigation. King’s advice to teams that see CRM as a sales-only tool is to think bigger.
“I would say to think of it as project management on steroids with the communication aspect tied to it,” King said. “The communication is key because it keeps everyone connected, especially when people are working remote or hybrid or around the world.”
Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of monday.com’s Elevate event:
(* Disclosure: TheCUBE is a paid media partner for monday.com’s Elevate event. Neither monday.com, the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)
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