Creatio has unveiled its latest CRM update, version 8.3 Twin, positioning itself as a formidable competitor to Salesforce by embedding artificial intelligence (AI) directly into the core of its application experience. Unlike many CRM vendors who treat AI as an add-on feature with additional costs, Creatio integrates it seamlessly, ensuring users access advanced capabilities without extra fees or complex integrations.
Announced on June 25, 2025, the 8.3 Twin release introduces a conversational user experience, allowing users to interact with the platform through natural language. This update also brings AI-driven no-code development tools, empowering businesses to automate workflows and customize solutions without requiring technical expertise.
One of the standout features of this release is the introduction of AI agents for CRM and workflow automation. These agents are designed to assist users in real-time, enhancing productivity and ensuring compliance with regulatory standards by allowing control over document persistence and access management.
Creatio's CEO, Katherine Kostereva, emphasized a human-centric approach, stating, 'We don’t think of AI as an add-on; it’s just part of our app experience.' This philosophy aims to transform traditional CRM by positioning AI as a collaborative partner rather than a mere tool, setting Creatio apart from competitors like Salesforce.
The update is particularly beneficial for existing customers, who can immediately leverage these AI functionalities without additional licensing or integration efforts. This strategy not only enhances user satisfaction but also challenges the industry norm of charging premiums for AI features.
As the CRM landscape continues to evolve, Creatio’s bold move with the 8.3 Twin release signals a shift towards more integrated, accessible AI solutions, potentially reshaping how midsize and large enterprises manage customer relationships in the AI era.
Andrew Lee
