CRM provider Creatio launches the first “AI Native” platform with built -in Agentic Digital Talent

In the generative AI era that currently covers business and technological worlds, CRM (Customer Relationship Management Software) may look antique – with some companies even refuse it completely in favor of radically different AI tools.

But for the headquarters in Boston CreatedGlobal provider of AI and CRM’s work process automation, the path forward is one of the rethinking from the beginning what CRM can be, with AI as a major interface and connective tissue.

Today, during its Creatio.Ai Live executive presentation, the company introduces its new CRM “Ai Native”, which puts a chat to the front and in the center, allowing the user to simply enter what data or operations they need and CRM will serve it instead of hunting and cavity.

“Imagine CRM in one shape: prompted. Instead of navigating hundreds of screens, you just ask what you need and AI delivers it. This is the future we are building, “said Barley Kavasaki, a global Vice President for Marketing of Product and Strategy at Creatio, in an interview with Venturebeat.

The company also adds new ways for Creatio CRM users to quickly build and “hire AI agents to perform repetitive tasks within their CRM, which Creatio calls” digital talent with human experience “.

Updates come without costs for current users – IT Starts at $ 25 per user per month – The purpose of allowing businesses to optimize operations, improve customer experience and scathing without the traditional limits of expansion of the workforce.

Creatio’s success is born of experience

Traditional CRM systems have long been struck by complexity, manual data input and ineffectiveness that delay reception and interfere with productivity.

Creatio knows the space well by working in it from its founding and self -financing from Executive Director Catherine Koster In 2014, Originally under the name BPM’online (Became Creatio in 2019).

Over the last 11 years, the adaptability and commitment of the platform to the development of low and no code-you do not need to have any prior training or knowledge to develop software to customize it and to explode new CRM applications in it-entry a varied user base in different industries, with customers including The city of Pittsburgh, BNI, the companies of Baltimore Life, Novamex, Pacific Western Group of Company, Citco, Constantia Flexibles, USA Management Care Organization, Banco G&T Continental, Coca-Coca-Coca Namu Travel Group.

Creatio has achieved significant stages in recent years. In 2021, the company reported a net detention rate of 132% and exceeded 10 million daily workflows executed in its platform in 100 countries. The global team expanded to over 700 employees during this period.

In the middle of 2024, Creatio provided an investment of $ 200 millionestimating the company at $ 1.2 billion. This Sapphire Ventures Funding Circle aims to develop the capabilities of Creatio No-Code and AI, improving its Enterprise CRM solutions.

Rediscovery of CRM

Now the Ai -naisty Creatio CRM is striving to overcome the other CRMS use barriers by incorporating AI directly into its platform, turning CRM from a static data management tool into an intelligent system that provides for needs and automates work processes.

“Many users are not excited by Legacy CRM. They enter, go through dozens of screens, deal with the meaningless entry of data, and end with a fragmented experience. The AI-born CRM rethinks, which makes the experience personal, intuitive and effective, “Kavasaki explained.

According to Creatio, AI should not be a supplement, but a major component of CRM, mainly changing the way business interacts with data, clients and internal processes.

Unlike the inherited solutions that require users to enter manually and analyze data, Creatio.Ai automates these tasks, allowing employees to focus on working with high value.

The company relies on leading third-party models and open source models and allows users to choose which models are best for the requirements and needs of their company.

AI agent labor force

One of the central topics of Creatio’s vision is the integration of human and “digital talent”, with AI agents who take on repetitive, time -consuming tasks, releasing human workers to concentrate on strategic and creative responsibilities.

Instead of an AI assistant of one -size AI, Creatio emphasizes personalized AI agents in accordance with individual users.

“We believe in AI agents, but they need to be customized. It’s not just a generic AI assistant – it’s “(you) agent” knows how you work, the tools you use, and how you like to communicate with them, “Kavasaki said.

Digital talents are integrated into daily work processes, operating in e -mail (Outlook), video conference (increase) and cooperation platforms (teams) to surface insights, automate tasks and assist decisions.

In addition, users do not require to switch between multiple applications; Instead, it provides a corresponding idea within the tools that employees already use.

“Instead of forcing users to adapt to AI, AI must adapt to users – whether it is built into Outlook, teams or other tools that already use daily,” Kawasaki noted.

In addition, while traditional CRM systems collect data, they usually require users to act on it manually. With Creatio’s digital talent, Creatio can autonomously analyze information, make recommendations, and even take predefined action.

This means automated follow -up, client segmentation, lead prioritization and real -time decision -making based on insights managed by AI.

This approach enables companies to scathing their operations on the market without increasing the number of number, by cope with common business challenges, such as increasing operating costs and talent shortages. With AI administrative weights, employees can spend more time promoting customer relationships and stimulating business growth.

“AI in the enterprise should not refer to job replacement; It should be about the release of employees to focus on creative and strategic tasks that lead to impact, “he added.

Four pillars

Creatio.Ai is built on four fundamental principles:

• Core: AI is deeply embedded in the platform, providing natural linguistic interactions, voice commands and intuitive work process automation. By understanding the CRM data of native, the system allows users to interact seamlessly without complex navigation.

• Unified: The platform integrates forecast, generative and agent AI capabilities into a cohesive system. It also consolidates structured and unstructured data – such as emails, meetings and documents – while applying intelligent reasoning to increase efficiency.

• Actions: AI-fed automation eliminates manual data entry, customizes the behavior based on roles and integrates directly with daily performance tools such as Microsoft Outlook, Zoom and Microsoft teams. This guarantees that AI remains an active participant in work flows, providing real -time insights and recommendations.

• Composition: Without code design tools allow users to build and adapt AI agents without technical expertise. This modular approach allows businesses to constantly improve and innovate their automation strategies.

“Development without code is crucial. Just as we did the easy to build work processes and applications, we apply the same philosophy without the code of AI agents that the business can create and personalize them without writing a single code, “Kawasaki explained.

A new vision for CRM is rooted

The Creatio AI approach is a shift from reactive CRM processes to proactive intelligent actions. By incorporating AI into every aspect of consumer interactions and work processes, businesses can improve operational speed, improve decision -making and unlock new opportunities.

“This is not a product message – but to determine the vision. We train the market for what AI-Rodnin means and preparing for a new era in which digital and human talents coexist, “Kavasaki said.

The company’s vision will be further studied at the leading Creatio event scheduled for May 13-15 in Orlando. The event will bring together digital leaders to discuss innovation in AI, automation of few and modern CRM solutions.

While AI continues to develop, Creatio aims to manage the fee in redeeming the way business uses technology to create more efficient and intelligent operations.