Part A · How DMA AI works

A.1The big picture

Built in the POC

No.: A.1
Relates to DMA's book: Decision Book p.2, p.3, p.5, p.6
Part: A · the foundation

What this part does · Decision Book p.2, p.3, p.5, p.6

DMA's book describes one AI sales brain on top of Nutshell: an inbound engine (the website salesperson), a reactivation engine for the 30,000 existing records, zero-entry CRM for the team, AI-led closing, and a human escalation control plane, with won and lost outcomes feeding back into scoring.

Why DMA needs it: Everything shares one memory and one set of rules, so each conversation makes the next one smarter, and Nutshell stays the single system of record.

How we do it

Four places people use it: the chat widget on DMA's website (prospects), DMA's dashboard (Jeev, Josh and the team), the "DMA AI" team workspace in chat (briefs, questions, logging calls), and one-tap approve or reject links in email.
Ten AI workers, each with one job and a ceiling on how much it may do on its own: the website salesperson, the reactivation analyst, the outreach writer, the reply handler, the CRM scribe, the briefing agent, the escalation router, the revenue reporter, the site reviewer and the team's workspace assistant.
The AI workers can act only through tools, grouped into eight tool servers by risk. Before anything consequential, a rule engine decides: allow, hold for a person, or refuse. Those rules are DMA's settings, versioned and approved by a person.
A bridge database keeps a mirror of Nutshell plus everything the AI works out (scores, facts, summaries, conversations). Every change bound for Nutshell waits in one write gate and goes out once, with a record of what it replaced.
Every AI model call goes through one gateway that records the model, tokens, cost and time, and stops calls when the budget or a kill switch says so.

The flow

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 6

Someone starts something

A visitor opens the chat, or Jeev asks the team workspace for a brief, or the nightly review runs over the Nutshell records.

Person
AI
Rule in code
Routing
Stored data
Nutshell

Where the data goes

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1Chat, email, calls
Source
Website chats, email replies, call transcripts and the team's questions.
2Sync
Copies Nutshell changes into the bridge database
Keeps the Nutshell mirror current in both directions.
3Bridge database
A copy of the CRM data, plus what the AI works out
One memory: the CRM mirror plus everything the AI works out.
4AI
Claude models, only through DMA's own gateway
Ten AI workers, each through the AI gateway.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
The only way anything is written to Nutshell.
6Nutshell
The system of record
Stays the system of record; its own AI stays off.

The tables behind it

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
agent.agents	The ten AI workers: their job, where they work, and the most they may do on their own.	10
agent.mcp_servers	The eight tool servers, each with its risk class and its own database permissions.	10
ctrl.decision_log	One row for every consequential decision: what, why, which rule, what it cost.	28
ctrl.outbox	The write gate: every change bound for Nutshell, waiting or written.	28

How the tables connect (5)

Column	Points to	Kept by
agent.agents.active_version_id	agent.agent_versions	The application (by id)
ctrl.decision_log.agent_version_id	agent.agent_versions	The application (by id)
ctrl.decision_log.run_id	agent.runs	The application (by id)
ctrl.decision_log.conversation_id	conv.conversations	The application (by id)
ctrl.outbox.approval_id	ctrl.approvals	The database (foreign key)

Worked example

Synthetic demo data: every name, business and number is made up.

A morning with DMA AI, surface by surface

1 / 5

What you see

1.Jeev opens the dashboard

Today shows the money: the top revivable deals, each with a value and a one-line reason.

localhost:13301/

Today: the money in 60 seconds, ranked by opportunity.

What happens in the system

AI agentreactivation analyst
Reviewed and scored the mirrored Nutshell records after the latest sync; each score is stored with its reasons.
Bridge databaseai.scores · ai.account_twin
Today reads the current score, tier and next best action for each account.

Where each of DMA's goals lives in the system (the building blocks on this site).

DMA's book, mapped to the system

In DMA's book	Where it runs	Who sees it
Engine 1: inbound	The website salesperson in the chat widget, with the site reviewer and booking	Visitors; the team on Live chats
Engine 2: reactivation	The reactivation analyst scores the records; the outreach writer drafts; the reply handler answers	Jeev and the team on Today and Approvals
Zero-entry CRM	The CRM scribe turns calls and chats into CRM changes that wait for one-click approval	Reps in the team workspace
Closing	Proposals priced from DMA's approved rate card, then e-signature and deposit, each approved	Josh and the sales lead
Human escalation	Seven triggers in the rule engine route cases to Josh or the roster	Josh, by email and on Escalations
The loop	Won and lost outcomes are linked back to the scores and the waves that caused them	Jeev on Measurement

In the running POC

localhost:13301/

1 / 5Today: the money in 60 seconds, ranked by opportunity.

1The headline: what the top of the list is worth.
2How many dormant records were reviewed.
3One click drafts emails for the whole list.

Dashboard · Today. Captured from the running POC on September 25, 2026; synthetic data.

See it live

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
Today	DMA AI dashboard	The top revivable deals with values and reasons.
A demo website with the chat	Demo prospect website	Open the chat and describe a problem.
The CRM simulator	CRM simulator (stands in for Nutshell)	What DMA AI has written, as the team sees it.

Status

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.