Creatio expands beyond its no-code roots with conversational development tool and AI studio

Creatio Inc. today introduced what it calls a major update to its customer relationship management and workflow platform that enables business users and information technology teams to build, deploy and govern artificial intelligence agents alongside conventional customer workflows.

The Creatio 10x release combines the company’s CRM applications with new tools for developing personal assistants, deterministic workflow agents and autonomous systems. Creatio said the platform is intended to help companies move from isolated AI experiments to broad deployments spanning sales, marketing, customer service and industry-specific processes.

The center of the release is AI Twin, a conversational development tool that lets employees create personal AI agents by describing the task they want performed in natural language. Creatio said users don’t need programming or AI development skills, and that the resulting agents operate within access controls, policies and other restrictions established by their organizations.

Agentic lifecycle management

The company is the latest of dozens of enterprise software providers that have introduced tools that put agent-building capabilities directly into the hands of business users. That trend should accelerate AI adoption, but it also creates governance issues as organizations confront the specter of employees producing large numbers of overlapping or poorly controlled agents.

Creatio said it’s addressing complex deployments through a second component called AI Studio, which provides lifecycle management for hybrid and autonomous agents. It includes a Prompt Agent Designer for creating agents through natural-language instructions and a Workflow Agent Designer for building multistep, deterministic processes using visual tools. AI agents are inherently probabilistic, so the ability to define structured processes and outputs is considered an essential feature for enterprise adoption.

“We’re really focused on governance and observability to give as much data and as much control to the customers, so that they can get really comfortable with deploying those agents,” said Andie Dovgan, chief growth officer at Creatio.

AI Studio also provides policy enforcement, approvals, execution monitoring and audit capabilities. Creatio said customers can observe agent decisions and optimize AI consumption across models and actions, giving administrators a way to manage the cost of running large numbers of agents.

The platform connects agents to existing applications and data through conventional representational state transfer interfaces and the Model Context Protocol, an emerging standard for agentic interaction. Agents can interact with users through web chat, text, messaging applications, voice and video avatars.

The release also extends agentic features across Creatio’s CRM portfolio. Sales capabilities include AI-driven engagement sequences, guided selling, revenue intelligence, forecasting and voice agents for field sales teams. Marketing agents can build audience segments, generate landing pages, emails and forms and orchestrate campaigns. Service updates include AI-powered web, video and text conversations and an expanded omnichannel agent desktop.

Industry focus

Creatio is also introducing prebuilt autonomous agents for specific industries. Banking agents support customer onboarding and account servicing. Manufacturing agents help employees prepare for and execute field visits. The company said agents can work with Creatio applications or third-party CRM systems.

The company is positioning the release as an alternative to adding separate AI tools to an already fragmented customer technology stack. Its “Unlimited Enterprise” strategy promises no limits on the number of users, agents, applications or workflows that can be deployed, though AI model consumption and supporting infrastructure could still impose practical economic constraints.

“We don’t expect our customers to buy those technologies because it’s all well-consolidated in the Creatio stack,” Dovgan said.

While declining to specify which existing applications Creatio expects replace, Dovgan said there is an opportunity for customers to consolidate the many point products used for sales and customer support.

“We can help to replace sales engagement tools and revenue forecast tools with our new forecast module,” he said. “If a customer is using a field sales app outside of CRM for more sophisticated field visits, we can consolidate that. We are also releasing full-blown AI web chat that can replace other kinds of chat communications.”

Boston-based Creatio focuses on midsized and large organizations and says its platform automates tens of millions of workflows each day for customers in more than 100 countries.

Although conversational interfaces are expected to replace many low-code/no-code platforms that are at the heart of the company’s traditional business, Dovgan said the reality is more nuanced.

“We see our customers using conversational interfaces for things that they don’t expect to customize further, like bespoke dashboards,” he said. “When they do something they expect to configure over time, they use conversational interfaces to build some elements and widgets and then assemble them into no-code.”

Image: Creatio