Creatio adds Copilot, Copilot Designer to its automation platform

Workflow automation software provider Creatio has added a suite of generative AI capabilities to its customer relationship management (CRM) offerings.

The new generative AI features include Copilot, the generative AI-based assistant, and Copilot Designer, a centralized workplace where enterprise users can tweak pre-built Copilot scenarios to suit their business requirements, akin to Salesforce’s Einstein 1 Studio.

Creatio’s CRM offering includes separate suites for marketing, sales, and service. In September 2023 Creatio decomposed all features and components of its CRM suite, including marketing, sales, and service, to deliver them as modules that would be more affordable for enterprises unwilling or unable to spend on broad technology platforms.

Copilot will be available across multiple interfaces inside the CRM products, including helping citizen developers create application with the help of AI.

“Creatio Copilot acts as a virtual assistant that comprehends natural language, facilitating the completion of tasks efficiently. It can generate human-like prompts, suggest necessary actions, create templates, and provide narratives based on visuals and data,” said Andie Dovgan, chief growth officer at Creatio.

The Copilot, which has the ability to connect to multiple large language models (LLMs) via APIs depending on the choice of the enterprise user, comes at no extra charge and Creatio doesn’t impose any limits on number of users, Dovgan added.

However, API calls made to third party LLMs, such as OpenAI, will be charged based on that LLM provider’s pricing plan.

In Creatio’s sales module, the Copilot will enable for intelligent scoring to identify highly engaged customers, obtaining summaries of customers, generating talking points for customer interactions, and receiving next-best action prompts. Sales leaders will also be able to use it to enhance sales forecast accuracy and receive real-time coaching tips for their teams, the company said.

For the marketing offering, the Copilot will enable users to design optimal campaign flows, select the most responsive audiences, and prepare all necessary communication templates. And in the service module, the generative AI assistant will automate the capture and analysis of customer cases from emails, determine the urgency and category of cases, and suggest the most qualified agent for resolution.  

While some of the use cases are already available, others will be rolled out over the next six months.

The full set of generative AI capabilities launched by Creatio includes Copilot Designer, which is part of Studio Creatio — a proprietary no-code platform on which all its CRM products are built.