Creatio unveils LLM-powered Copilot for its CRM


The 11-year-old Boston headquartered software company Creatio, known for its customer relationship management (CRM) system of the same name and “no-code” approach that lets users drag and drop to create their own bespoke CRM apps, has been at the forefront of embracing generative AI for business for the last several months.

Today, the company is embracing the emergent tech even more tightly, announcing the launch of Creatio Copilot, a virtual assistant and CRM app builder that can easily navigate through all the data the user/customer has stored in their CRM, fetch specific pieces of data on command such as a particular customer’s name or last correspondence, build bespoke apps, generate visualizations, charts, projections and analysis on command.

“We’re bringing Creatio Copilot into all aspects of the platform,” said Andie Dovgan, chief growth officer of Creatio, in an exclusive video call interview with VentureBeat. “We incorporated and built the Copilot into the entire ecosystem, starting from Creatio’s no-code configuration and AI-assisted development to end user automation. How can we help a seller to be more productive using Gen AI during opportunity analysis, or by planning next steps was a customer?”

Copilot Studio lets customers select and deploy Gen AI models where they see fit

At the heart of Creatio Copilot’s innovation is the Copilot Studio. This specialized workspace allows users to select from different AI foundation models — deploy them for new use cases, create new bespoke apps, and adapt existing ones on the fly, using a “plug and play” approach.

Creatio Copilot Studio app selection menu. Credit: Creatio

In addition, Creatio Copilot serves as an intelligent virtual assistant in the form of a user-activated chat window, suggesting actions, creating templates, and providing narratives based on visuals and data.

Creatio Copilot Studio allows users to connect to leading models such as OpenAI’s GPT-3.5 as well as open source rivals such as Meta’s Llama 2. For closed models, the user must already have set up an account with OpenAI and use their credentials to log into it from Creatio and connect it.

Meanwhile, Creatio stores the customer’s CRM data in a “data protection layer” that is SOC 2, ISO and HIPPA certified, according to Dovgan.

Out-of-the-box apps and capabilities

If you don’t want to use Copilot Studio to develop custom apps for your CRM and workflows, no problem.

“We also have a big population of our customers that utilize our out-of-the-box solutions enabled with no-code, such as sales, or service or marketing,” said Dovgan. “And so that’s that’s kind of the beauty of a solution is not just a pure platform, it also has ready to use capabilities.”

Creatio Copilot Studio app selector view. Credit: Creatio

Sales professionals stand to benefit from Creatio Copilot through features like intelligent customer scoring, summaries and talking points for customer interactions, and real-time coaching tips.

For example, one feature, Chart Summary, allows users to “open any dashboard in Creatio, any forecast module, and say ‘can you help me understand what the likelihood is of hitting my number this month or this quarter?’” explained Dovgan. “And Copilot will give me that snapshot. And after that, I can ask it to ‘suggest three key deals that will make or break me this quarter.’”

Marketers may leverage the tool to design optimal campaign flows and select responsive audiences, while customer service agents can automate case analysis and generate personalized responses.

This tailored approach ensures that each function within a business can maximize the benefits of AI and no-code technologies.

No additional charge

Creatio Copilot is offered to existing users for no additional charge without user limits, emphasizing the company’s commitment to accessibility and scalability.

Dovgan told VentureBeat that as with Creatio’s business overall, the new Creatio Copilot targets three key functions in the “CRM triangle”: sales, marketing and customer service.

But he noted that many other types of roles across industries have adopted the company’s CRM and no-code and existing generative AI solutions — such as its previous Quantum update from fall 2023 that allowed users to type in an app description and have it generated. For one example, he said a media company was using Creatio for project management.

Creatio counts thousands of customers and 700 partners in more than 100 countries around the world, including Hershey’s Ice Cream, Virgin Media/O2, Pacific Western, and others across banking, finance, healthcare, retail and various industries.

Even facing down giant competitors such as Salesforce with its newly announced Einstein 1 Studio, Creatio’s pitch is compelling: seamlessly integrating AI and no-code technologies to improve business efficiency, democratize app development, and give businesses the tools to deploy the latest tech in the ways that make sense for their individual needs.

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