Creatio wants to make AI agent creation accessible across the enterprise, not just to developers and IT teams.
The company has launched 10x, a major update to its CRM and workflow platform that combines conversational AI agent creation with centralized governance tools. The release is designed to let sales, marketing, and customer service employees build agents without coding while giving IT teams control over access, policies, approvals, and spending.
The release aims to make AI agent development accessible beyond developers while giving IT teams tighter oversight of how those agents are built and deployed.
AI Twin and AI Studio divide the work
Creatio said AI Twin lets employees describe what they need through a conversational interface and create personal agents without coding. The agents operate within the access rights, policies, and guardrails established by the organization.
Creatio AI Studio handles more complex deployments. It includes natural-language and visual design tools, approval controls, real-time policy enforcement, auditing, and visibility into agent decisions. Creatio 10x also includes AI coding agents designed to accelerate application development alongside the company’s existing no-code tools.
The company said the platform tracks AI use across models and actions, enabling businesses to monitor consumption and spending. Agents can connect with existing systems via the Model Context Protocol and REST integrations and operate across web chat, text, messaging apps, voice, and video avatars.
“The AI model itself is no longer the competitive advantage,” Burley Kawasaki, senior vice president of Industries at Creatio, told TechRepublic.
“What separates leaders is how they apply them, embedding AI into business processes, empowering employees to build intelligent solutions, and turning models into measurable business outcomes,” Kawasaki added.
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CRM updates cover sales, marketing, and service
Creatio 10x adds features across the company’s core CRM products.
Sales teams gain AI-assisted sequences, guided selling, enhanced forecasting, revenue intelligence, and field sales tools. Marketing agents create audience segments and assets such as landing pages, emails, and forms while coordinating campaigns.
Customer service updates include AI-supported web chat, video calls, and text messaging, as well as broader omnichannel management tools.
Creatio also introduces industry agents for banking tasks such as onboarding and account servicing, as well as for manufacturing tasks such as preparing for and conducting field visits. According to the company, these agents can operate with Creatio CRM or third-party CRM systems.
Creatio pushes for platform consolidation
The release supports Creatio’s “Unlimited Enterprise” strategy, which encourages customers to run CRM, workflows, applications, and agents on a single platform.
Consolidation could reduce duplicated data and the effort required to maintain separate integrations. Central governance may also give IT teams a clearer view of what agents can access, how they behave, and how much they cost to run.
Buyers still need to consider integration requirements, data governance, AI costs, and how much of their customer operations they want to consolidate.
Creatio 10x brings agent development, CRM, and workflow automation into one platform. The next step is proving that businesses can scale AI without ending up with too many disconnected agents to manage.
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