Creatio Launches AI-Native CRM Update, Challenging Salesforce with Integrated AI Capabilities

Creatio's new 8.3 Twin CRM update hits Salesforce where it hurts: 'we don't think of AI as an add-on...it's just part of our app experience'

Join the event trusted by enterprise leaders for nearly two decades. VB Transform brings together the people building real enterprise AI strategy. Learn more Creatio, the Boston-headquartered customer relationship management (CRM) company focused on no-code and low-code CRM app deployment, has officially launched its latest platform update, the 8.3 "Twin" Release, introducing a suite of AI-native capabilities designed to streamline CRM and workflow automation. With this update, Creatio continues its mission to build enterprise software where humans and AI agents collaborate across functions such as sales, marketing, service, and application development. "This release for us is sort of that pivot point where we move beyond the traditional SaaS CRM," said Burley Kawasaki, Chief Product Officer at Creatio, in an interview with VentureBeat. "The way we work with SaaS has fundamentally changed -- it's now about fluid movement between applications and AI agents." AI-native throughout Creatio with conversational and classic interface access The new release centers around embedding AI into the core of the Creatio platform, rather than treating it as an add-on. Creatio 8.3 includes a conversational user experience, prebuilt role-based AI agents, and a no-code agent builder that allows businesses to customize how automation functions in their specific environment. These features are now available to all customers and trial users with no added cost or licensing requirements. "You won't see us ever release a Creatio Force, right?" Kawaski said, a twinkle in his eye as he subtley called out rival CRM provider Salesforce's Agentforce AI agent creation platform, which requires a separate additional subscription or paid credits to access agent building capabilities. Creatio's platform starts at $25 per user per month. Because we don't think of it as an add-on or something separate you have to use in addition to your existing apps," said Kawasaki. "This is just part of our app experience." Multi-conversation support across platform The platform now offers a natural language interface that spans Creatio's web and mobile apps, as well as integrations with tools such as Microsoft Outlook and Teams. Users can switch between channels and devices without losing context, allowing for ongoing, persistent interactions with AI agents across workflows. "We've enabled multi-conversation support with persistent context across devices and platforms -- whether you're in Outlook, Teams, or on mobile," Kawasaki explained. "Our adaptive user experience lets users live in a prompt-driven CRM, accessing functionality through natural language. You can toggle between classic and conversational modes as needed." Zoom and Gmail integration are expected later in the year. Prebuilt and customizable AI agents for diverse sectors and functions In this release, Creatio debuts several prebuilt agents that support high-frequency tasks across core business areas: "In sales, agents handle data entry, follow-ups, and paperwork, freeing up reps to focus on relationships and strategy," said Kawasaki. "In marketing, agents take on content creation and campaign analytics, letting marketers focus more on storytelling." "While others are still offering fragmented AI products and complex pricing models, we've taken a different path," said Kawasaki. "This release offers one platform, one experience, and one clear route to accelerated AI adoption and realizing real business value." The conversational assistant in Creatio 8.3 also introduces advanced features like file uploads for grounding responses in organization-specific documents, and support for retrieval-augmented generation (RAG) to ensure accuracy based on proprietary knowledge. "Agents can now be grounded in uploaded documents and Creatio's metadata, ensuring responses are accurate and personalized, not generic," Kawasaki noted. Build and deploy custom AI agents with no code The no-code development environment has also been overhauled with embedded AI that assists in building dashboards, apps, and even new AI agents. Users can design and deploy agents by combining reusable skills, workflows, prompts, and knowledge sources -- offering full flexibility to tailor automation without needing engineering resources. "We're launching a no-code agent builder where you define skills, prompts, actions, and workflows," said Kawasaki. "It's visual and accessible but still requires thoughtful training and data input." Under the hood, Creatio supports multiple foundational models including OpenAI, Anthropic, and Gemini. A bring-your-own-model capability is planned for later in 2025, enabling customers to host their own models, such as Llama or DeepSeek, and pair them with specific tasks or agents. "We decided early on not to build our own LLM," Kawasaki explained. "Instead, we support OpenAI, Anthropic, and Gemini -- and soon, customers will be able to bring their own model." Security, data governance, and grounding remain priorities Security and governance were also a priority in this release. Documents used to train or inform AI agents are stored in each customer's secure, dedicated instance, and are not shared with external large language models. Customers can control which documents are persistent for agent grounding and manage access to ensure regulatory compliance, especially in sensitive industries. The release follows extensive hands-on testing and feedback from Creatio's customer base. Early users highlighted the need for new guidance on designing processes in AI-assisted environments, which Creatio plans to address with additional best-practice resources later this year. The company also expects to follow this summer launch with a second wave of feature enhancements and new agents in the fall. "We see the real opportunity not in agents replacing humans, but in agents complementing teams -- human and digital working together in hybrid organizations," said Kawasaki. Creatio positions the 8.3 release as a shift away from other CRM bolt-on AI strategies. Instead, it aims to unify AI and human contributions into a single, fluid experience. For customers, this means the freedom to work how they choose -- whether through classic CRM interfaces or through conversational, AI-supported flows.

Creatio embeds AI agents across CRM and workflow automation platform - SiliconANGLE

Creatio embeds AI agents across CRM and workflow automation platform Creatio Inc. today launched a new version of its no-code platform for workflow automation and customer relationship management with new agents and natural language capabilities. Release 8.3 is called "Twin, " a moniker the company says reflects the increasingly collaborative relationship between human users and artificial intelligence agents. Creatio said the release embeds AI deeper into the platform's core and works across web, mobile and productivity applications such as Microsoft Corp.'s Outlook and Teams, enabling real-time automation and conversational assistance grounded in company-specific context. "It comes at a time when the industry is rethinking traditional [software-as-a-service], and agents plus no-code are redefining how people interact with software," said Burley Kawasaki, Creatio's global vice president of product marketing and strategy. The release introduces a set of prebuilt, role-specific AI agents tuned to common tasks across business functions. For example, account research and quote agents can update records, prepare proposals and extract insights from sources like LinkedIn and ZoomInfo. Marketing agents generate tailored messaging, while service agents help teams resolve support cases faster by recommending responses and updating the knowledge base. Assistants use retrieval-augmented generation to adapt responses to company-specific context. Agents interact with third-party applications through published application program interfaces and add-ons. Kawasaki emphasized the hybrid model of agent and human collaboration. "We don't think most customers are ready for full agent autonomy, just like many of us aren't ready for fully autonomous cars," he said. "We implement a human-in-the-loop model where the agent reviews content or actions before execution." A significant new feature is AI-assisted no-code functionality that lets users build dashboards and applications by describing them in natural language. This capability extends to building custom AI agents as well, allowing users to tailor automation to their needs without technical expertise, the company said. The tools are backed by a governance framework with more than 80 prebuilt policies and supports extensions for emerging industry standards. "As more standards are added and new governance models are created, you can extend our governance to support them," Kawasaki said. Creatio said it won't charge separately for AI capabilities but will include all agents and features in the core platform. "You won't see us release a 'Creatio Plus' that sits beside your CRM," Kawasake said. "This is built into the kernel of the platform. It understands every object, every relationship and every workflow automatically." Although Salesforce is a competitor, Creatio offers connectors to that company's CRM system and positions itself as a platform for no-code customization and user autonomy. "Salesforce is expensive to change and often underused," Kawasaki said. "Many of our customers keep it as a system of record but use Creatio to build new workflows and agents." Creatio plans to support agentic interoperability standards like Model Compatibility Protocol and the Agent-to-Agent protocol, but didn't specify a timeframe. The platform supports large language models from OpenAI LLC, Anthropic PBC and Google LLC. A bring-your-own-model option is planned later this year, allowing organizations to plug in self-hosted or third-party models. The platform doesn't include dedicated agent testing tools in this release but integrates with popular testing and lifecycle management tools and includes enhanced DevOps features for version control and automated deployments.