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

Creatio Unveils AI-Native CRM Update

Creatio, the Boston-based customer relationship management (CRM) company, has launched its latest platform update, the 8.3 "Twin" Release, introducing a suite of AI-native capabilities designed to streamline CRM and workflow automation

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. This update marks a significant shift in Creatio's approach to enterprise software, focusing on seamless collaboration between humans and AI agents across various business functions 1

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AI Integration at the Core

The new release centers around embedding AI into the core of the Creatio platform, rather than treating it as an add-on. Burley Kawasaki, Chief Product Officer at Creatio, emphasized, "We don't think of it as an add-on or something separate you have to use in addition to your existing apps. This is just part of our app experience" 1

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. This approach stands in contrast to competitors like Salesforce, which offers AI capabilities as separate, additional subscriptions 1

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Key features of the update include:

1. A conversational user experience
2. Prebuilt role-based AI agents
3. A no-code agent builder for customization
4. Multi-conversation support across platforms
5. Natural language interface spanning web and mobile apps

Prebuilt and Customizable AI Agents

Creatio debuts several prebuilt agents supporting high-frequency tasks across core business areas:

• Sales agents handle data entry, follow-ups, and paperwork
• Marketing agents take on content creation and campaign analytics
• Service agents help resolve support cases faster 1

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The platform also introduces a no-code development environment 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 1

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Advanced Features and Model Support

The 8.3 release includes 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 1

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. Under the hood, Creatio supports multiple foundational models including OpenAI, Anthropic, and Gemini, with plans to introduce a bring-your-own-model capability later in 2025 1

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Security and Governance

Security and governance were prioritized 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 1

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Pricing and Availability

Creatio's platform starts at $25 per user per month, with all AI capabilities included in the core platform at no additional cost 1

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. This pricing strategy directly challenges competitors like Salesforce, which often require separate subscriptions or paid credits for AI features 1

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Industry Impact and Future Plans

The release comes at a time when the industry is rethinking traditional software-as-a-service models. Creatio positions itself as a platform for no-code customization and user autonomy, offering connectors to systems like Salesforce while providing more flexible and cost-effective solutions for workflow creation and AI integration 2

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Looking ahead, Creatio plans to support agentic interoperability standards and introduce a bring-your-own-model option later this year. The company also aims to provide additional best-practice resources to guide users in designing processes for AI-assisted environments 1

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