Enterprise software is evolving from systems of record to systems of action. Organisations are increasingly adopting AI-native platforms that automate work, orchestrate operations, and enable people and AI agents to work together across the enterprise, unlocking new levels of productivity and operational efficiency.
Creatio is leading this shift with an AI-native CRM and workflow platform designed for the AI era. This guide explores Creatio's CRM platform, covering its core applications, AI capabilities, pricing, customer success stories, and the business outcomes organisations can achieve with the platform.
Key takeaways
Creatio CRM is an AI CRM and workflow platform for marketing, sales, and service — with no limits on AI agents, workflows, or scale.
Built on Creatio Business and AI Studio, Creatio CRM enables organisations to create AI agents and business applications, automate workflows, and continuously extend CRM capabilities as business needs evolve.
The core Creatio CRM products include Creatio Sales, Creatio Marketing, and Creatio Service, combine comprehensive CRM functionality with Creatio.ai for generative, predictive, and agentic AI, alongside advanced no-code designers.
Creatio CRM is trusted by mid-sized organisations and enterprises across more than 20 industries, including Everwise Credit Union, Astana Motors, Dunapack Packaging, S.P. Richards, PSI Software, BSN Sports, Howdens, Altro, and many others.
Organisations use Creatio to accelerate AI adoption, reduce operational costs, improve productivity, deliver better customer experiences, and scale enterprise-wide automation.
According to Nucleus Research, organisations using Creatio achieve measurable business outcomes, including CRM implementations completed 70% faster, a 37% lower total cost of ownership (TCO), and 61% faster lead response times.
Creatio offers a flexible, composable pricing model, with its core platform available at $40 per user per month. Creatio Sales, Creatio Marketing, and Creatio Service are each available from $15 per user per month.
What is Creatio CRM?
Creatio CRM is an AI-native customer relationship management (CRM) and workflow platform that helps organisations manage end-to-end customer relationships and automate processes across marketing, sales, and customer service. It brings together out-of-the-box CRM applications, AI and no-code development in a single platform, enabling business teams to automate and optimise workflows of any complexity without the need for traditional coding.
The platform includes three out-of-the-box applications, all built on Creatio Business and AI Studio: Creatio Sales, Creatio Marketing, and Creatio Service. Each application includes embedded AI capabilities and ready-to-use CRM agents, helping teams automate routine tasks, improve productivity, and make faster, more informed decisions.
Unlike traditional CRM systems that rely heavily on custom development, Creatio CRM is built on Creatio Business and AI Studio and powered by Creatio.ai. It combines visual no-code designers and AI coding agents, enabling organisations to customise CRM applications, build and automate workflows, and continuously extend the platform’s capabilities as business needs evolve.
What can Creatio CRM do?
Creatio CRM helps organisations manage and optimise every stage of the customer lifecycle, automate business processes, and coordinate marketing, sales, and customer service activities from a single platform. It enables businesses to attract and engage prospects, manage sales opportunities, deliver personalised customer service, and automate workflows of any type or complexity.
With Creatio AI CRM, organisations can:
Manage customer relationships through a unified view of customers, accounts, contacts, opportunities, and interactions.
Automate CRM processes using AI-powered tools, advanced no-code automation, and pre-defined business rules.
Improve employee productivity with CRM agents that support repetitive tasks, provide recommendations, generate generation, and assist with decision-making.
Orchestrate end-to-end customer journeys across lead generation, opportunity management, customer onboarding, service delivery, and customer retention.
Customise CRM applications and workflows using visual no-code designers and AI coding agents, reducing the need for extensive custom development.
Connect enterprise systems, data, and AI models through integrations with ERP systems, productivity tools, communication platforms, LLMs, and other business applications, enabling open and connected business processes across the organisation.
Monitor performance and optimise operations using real-time dashboards, analytics, and AI-driven insights.
Creatio CRM helps mid-sized companies and enterprises streamline operations, automate customer-facing and internal business processes, orchestrate work between people and AI agents, and deliver better customer experiences at scale.
A New Era AI CRM
Automate campaigns, pipelines, and service flows with Creatio's agentic CRM
Creatio CRM comprises three AI-native applications: Creatio Sales, Creatio Marketing, and Creatio Service. Each is built on Creatio Business and AI Studio and powered by Creatio.ai. Organisations can deploy the applications individually or combine them into a unified CRM solution, with each application benefiting from the platform's AI, workflow automation, and no-code capabilities.
Creatio Sales
Creatio Sales is an agentic sales platform that helps organisations manage and optimise the entire sales cycle, from lead qualification and opportunity management to forecasting, buyer engagement, quoting, and contract management. It enables sales teams to manage pipelines, prioritise opportunities, improve forecast accuracy, and streamline sales execution through a unified customer view.
With Creatio's built-in AI agents for sales, teams can automate CRM data enrichment, account monitoring, sales forecasting, meeting preparation, and next-best-action recommendations. By reducing manual effort and surfacing actionable insights, these capabilities enable sales teams to focus on building stronger customer relationships and closing deals more effectively.
Creatio Sales is well suited to organisations looking to shorten deal cycles, increase win rates, and improve sales productivity without increasing headcount.
Creatio Sales
Core applications of Creatio Sales
Creatio Sales includes a comprehensive set of sales applications designed to help organisations manage pipelines, forecast revenue, engage buyers, and streamline order and contract management throughout the customer lifecycle.
Sales application
Key capabilities
Customer 360
Provides a unified view of customer interactions and data.
Lead and opportunity management
Manages leads and opportunities from initial capture through closed-won deals.
Forecasting and revenue intelligence
Delivers data-driven forecasting and real-time sales performance insights.
Sales engagement
Helps sales teams engage buyers through structured outreach cadences.
Order and contract management
Streamlines quoting, order and contract lifecycle management.
Sales productivity
Provides playbooks and productivity tools to support every stage of the sales process.
Creatio's Sales AI Agents
Sales teams can use Creatio's built-in AI agents to automate CRM data management, prepare for customer interactions, identify revenue opportunities, and streamline routine sales activities. Additional custom AI agents can be created using natural language and visual designers to support organisation-specific sales processes.
Data Enrichment Agent. Completes CRM records with trusted account and company data.
Account Awareness Agent. Monitors account activity and key signals, surfacing timely opportunities for customer outreach.
Lead and Opportunity Insights Agent. Explains lead scores and summarises complex deal histories.
Meeting Preparation Agent. Suggests meeting agendas and discussion points based on customer history.
Next Best Action Agent. Recommends the most appropriate next offer or sales action based on customer context.
Sales Productivity Agent. Summarises communications and automates routine follow-up activities
Creatio Marketing is an agentic marketing platform that helps organisations accelerate the entire lead-to-revenue lifecycle. It enables marketing teams to unify customer data, orchestrate omnichannel campaigns, generate and nurture leads, and deliver personalised customer engagement across multiple channels.
Its built-in marketing AI agents further automate workflows such as audience segmentation, campaign content generation, campaign optimisation, and conversion analysis, helping teams plan and execute campaigns more efficiently.
Creatio Marketing is well suited to organisations looking to accelerate campaign execution, improve lead conversion, and streamline marketing operations.
Creatio Marketing
Core applications of Creatio Marketing
Creatio Marketing includes a comprehensive set of integrated applications that support every stage of the lead-to-revenue lifecycle, from customer data management and campaign execution to lead generation, digital advertising, and event management.
Marketing application
Key capabilities
Customer 360
Provides a unified view of customer data, audience behaviour, and segments to support personalised marketing.
Campaign management
Plans, orchestrates, and tracks omnichannel marketing campaigns across multiple channels.
Digital advertising
Centralises digital advertising management and provides real-time performance analytics.
Lead generation
Automates lead capture, nurturing, qualification, and seamless handover to sales.
Email marketing
Creates, personalises, automates, and scales email marketing campaigns.
Event management
Manages the planning, execution, and follow-up of online and in-person marketing events
Creatio’s AI agents for marketing
Creatio Marketing includes a range of ready-to-use, customisable AI agents that automate key marketing activities, helping teams execute campaigns more efficiently and make better-informed decisions. Organisations can also create custom AI agents using natural language and visual no-code tools to support unique marketing processes.
Segmentation Agent. Builds precise campaign segments using CRM and behavior data.
Creatio Service is an agentic customer service platform designed to help organisations deliver outstanding customer service and operational excellence. It brings together case management, contact centre operations, knowledge management, service-level monitoring, and field service coordination in a unified AI-native platform, enabling service teams to manage and resolve requests from initial contact through to resolution.
Creatio’s AI agents support service teams by interpreting customer requests, recommending resolutions, generating knowledge articles, identifying recurring issues, and automating repetitive tasks. This enables organisations to deliver faster, more consistent customer service at scale.
Creatio Service is well suited to organisations with high-volume or complex service operations looking to improve efficiency, increase agent productivity, and deliver better customer service.
Creatio Service
Core applications of Creatio Service
Creatio Service includes a comprehensive set of customer service applications that enable teams to manage customer requests, streamline workflows, centralise service knowledge, and deliver consistent support across every channel.
Service application
Key capabilities
Customer 360
Provides a unified view of customer interactions, service history, and account information.
Case management
Automates case capture, routing, prioritisation, escalation, and resolution throughout the service lifecycle.
Omnichannel agent workspace
Provides service teams with a unified workspace for managing customer conversations across multiple communication channels.
Knowledge management
Centralises service knowledge to support self-service, improve agent productivity, and accelerate issue resolution.
Productivity
Streamlines task management, collaboration, and day-to-day service operations to maximise team efficiency.
Creatio’s AI Agents for Service
Like Creatio Marketing and Creatio Sales, Creatio Service includes built-in AI agents that support key customer service activities, from case understanding and resolution guidance to knowledge creation and service optimisation. These agents help service teams resolve cases more quickly and deliver a more consistent customer experience.
Case Understanding Agent. Extracts issue details, customer intent, and priority from service cases.
Resolution Guidance Agent. Recommends likely resolutions based on previous cases and existing knowledge.
Knowledge Creation Agent. Automatically generates knowledge articles from recurring support trends.
Next Best Action Agent. Recommends the most appropriate next action based on the context of each active case.
Service Performance Insights Agent. Analyses service performance and provides real-time operational insights.
Root Cause Analysis Agent. Identifies recurring issues and highlights likely root causes.
Agent Productivity Agent. Automates routine tasks, follow-ups, and case updates.
Creatio's customer service capabilities have been recognized by industry analysts, most recently with a Strong Performer designation in The Forrester Wave™: Customer Service Solutions report.
Key capabilities of Creatio CRM
Built on an AI-native architecture, Creatio CRM combines comprehensive CRM functionality with AI agents, AI-driven automation, and conversational intelligence to help organisations build more efficient business operations and deliver personalised customer experiences. Its key capabilities include:
360-degree customer profile. Provides sales, marketing, and customer service teams with a unified view of customer data, interactions, activities, and history.
AI agents and agentic workflows. Use ready-to-use AI agents and create agent-driven workflows to support employees and automate routine CRM tasks across the customer lifecycle.
Conversational AI interface. Search CRM data, generate insights, and complete tasks using natural language.
Lead and opportunity management. Capture, qualify, and nurture leads while managing opportunities from first contact to closure.
Sales automation. Automate follow-ups, task assignments, approvals, quote generation, and other routine sales processes to improve productivity.
Marketing automation. Automate multichannel campaigns, nurture leads, segment audiences, and personalise customer engagement at scale.
Case and service management. Resolve customer issues faster with intelligent case routing, SLA tracking, and automated service workflows.
Omnichannel communications. Manage customer conversations across email, telephone, chat, social media, and messaging applications from a single workspace.
Predictive analytics and forecasting. Use AI-driven insights to identify risks, improve forecast accuracy, and support better decision-making.
Document and contract management. Create, manage, approve, and share customer documents and contracts from a centralised repository.
Dashboards and AI-powered analytics. Monitor sales, marketing, and service performance using real-time dashboards and customisable reports.
Creatio Marketplace and integrations. Connect CRM with ERP systems, communication platforms, productivity tools, and other business applications.
Mobile CRM. Access customer data, manage activities, and stay productive from any device.
By combining comprehensive sales, marketing, and customer service capabilities in a single AI-native platform, Creatio CRM helps organisations automate workflows, make better-informed decisions, and deliver outstanding customer experiences.
What sets Creatio CRM apart?
Unlike traditional CRM platforms that rely heavily on customisation and developer support, Creatio CRM combines customer relationship management, workflow automation, embedded AI, and visual no-code development in a single platform. This enables organisations to build AI-powered business applications, automate complex tasks, and rapidly adapt CRM to changing business needs without extensive development effort.
Creatio CRM differs from traditional CRM platforms in several key ways:
1. AI-native architecture
Unlike many platforms where AI is offered as an add-on, Creatio CRM has AI built into every layer of the platform. Powered by Creatio.ai, it natively understands CRM data, business processes, and business context, enabling organisations to automate complex workflows, deliver contextual insights, and orchestrate work across the customer lifecycle.
2. No-code CRM customisation
With Creatio’s AI coding agents and visual no-code designers, business users can customise CRM workflows, data models, and process logic without relying on IT or developers. This enables organisations to reduce implementation timelines, simplify ongoing customisation, and continuously adapt a CRM platform as business needs evolve.
Creatio extends beyond customer-facing processes, enabling organisations to automate the workflows behind every customer interaction, from approvals and onboarding to compliance and back-office operations, on the same platform using the same data source, AI capabilities, and business logic.
4. Unlimited Enterprise model
Traditional enterprise CRM licensing typically becomes more expensive as organisations add users, AI capabilities, and applications. The Creatio Unlimited Enterprise model takes a fundamentally different approach to traditional seat-based CRM licensing. It is designed to remove the structural limitations of conventional enterprise software, enabling organisations to scale users, AI agents, workflows, and applications without licensing constraints.
Built for the AI era, the Unlimited Enterprise model supports organisations as they expand human-led and agentic workflows, deploy AI-powered CRM and industry-specific workflows, build applications using AI-native and no-code tools, and govern AI adoption at enterprise scale. This enables organisations to continuously automate and optimise customer-facing and operational processes, extend AI and automation across the enterprise, and scale adoption without changing licensing model.
Who uses Creatio CRM?
Creatio CRM is built for organisations that need to manage complex customer relationships, automate business processes, and scale AI across the enterprise. Its composable architecture and AI-native capabilities make it suitable for all sizes, from fast-growing mid-market business to global enterprises.
Large enterprises use Creatio CRM to orchestrate complex, cross-functional customer journeys, connect customer-facing teams, and standardise processes across multiple business units, regions, and channels.
Mid-market organisations use Creatio CRM to unify sales, marketing, and customer service on a single platform, while automating business processes and adopting AI without the complexity of traditional enterprise CRM systems.
Organisations in highly regulated industries rely on Creatio CRM to streamline compliance-aware customer processes, enforce standardised workflows, and manage customer data securely while adapting quickly to changing regulatory requirements.
What are the core industries for Creatio CRM?
Creatio CRM provides industry-specific CRM solutions for more than 20 verticals, with prebuilt workflows, AI capabilities, and automation solutions tailored to specific requirements of each industry. Core industries include:
Financial Services and Banking. Build stronger customer relationships, accelerate onboarding and lending, and support regulatory compliance.
Credit Unions. Strengthen member relationships, modernise lending and service processes, and deliver personalised member experiences.
Manufacturing. Manage distributors, partners, and customers across the entire revenue lifecycle, from lead management and quoting to after-sales service.
Insurance. Enhance customer engagement, streamline claims and policy servicing while improving operational efficiency and supporting regulatory compliance.
Public Sector. Modernise citizen service delivery through digital case management, workflow automation, and cross-department collaboration.
Telecommunications. Increase customer satisfaction and retention by automating subscriber management, service delivery, and support operations.
These examples represent just a selection of the industries served by Creatio. With its composable, AI-native platform and no-code tools, organisations can tailor CRM capabilities to meet the unique operational and regulatory requirements of virtually any industry.
Business outcomes with Creatio CRM
Leading organisations across a wide range of industries use Creatio CRM to accelerate digital transformation and AI adoption, improve operational efficiency, and reduce the cost and complexity of CRM modernisation. Supported by independent analyst research and customer success stories, the platform delivers measurable business outcomes, including:
37% lower total cost of ownership (TCO) through no-code development and streamlined administration. (Nucleus Research)
61% faster lead response times, enabling sales teams to engage prospects more quickly. (Nucleus Research)
Financial institutions have achieved 70% faster workflow deployment and 30% lower technology costs by modernising CRM and business processes with Creatio. (Financial Services Benefit Case Study by Nucleus Report)
Public sector organisations have reported 88% faster project delivery and 41% greater operational efficiency through no-code automation and workflow orchestration. (Public Sector Benefit Case Study by Nucleus Report)
These results are continuously reinforced by recognition from leading industry analysts. Creatio has been positioned as the only Leader in The Forrester Wave™: Low-Code Platforms for Citizen Developers. Gartner® has recognised Creatio as a Visionary in the Magic Quadrant™ for Sales Force Automation and a Leader in B2B Marketing Automation, while Forrester® has recognised Creatio as a Strong Performer in The Forrester Wave™: Customer Relationship Management Software and The Forrester Wave™: Customer Service Solutions.
Together, these measurable business outcomes and independent analyst recognitions demonstrate Creatio's ability to help organisations modernise CRM, accelerate AI adoption, and achieve long-term business value.
Leading Creatio CRM customers
While every organisation has different priorities, they share a common goal: delivering better customer experiences through connected data and streamlined processes. The following customer stories illustrate how leading organisations are using Creatio CRM to streamline operations and accelerate digital transformation.
Everwise Credit Union – Financial Services
Following a major rebrand, Everwise Credit Union set out to modernise member experiences by replacing disconnected systems with a single platform that could unify operations across the organisation and prepare the business for the AI era.
Creatio now connects 27 departments through a centralised Member 360 platform, giving employees real-time visibility of member interactions, requests, and case progress. The no-code, AI-native platform also provides the foundation for agentic workflows, predictive recommendations, and intelligent process automation.
The transformation reduced process inefficiency by 40%, shortened request processing times from days to minutes, and established a scalable foundation for AI-powered member service.
My experience with Creatio has been so different than implementing the other platforms. I have a true relationship — not just with our client success manager, but with everyone in the organisation. They understood our needs and they were able to deliver on that. For me, that's meaningful.
Jennifer Castaneda
Vice President, Banking Platforms, Everwise Credit Union
After building a unified digital ecosystem on Creatio, Astana Motors expanded its use of AI to automate high-volume sales, customer service, and back-office processes across the organisation.
Today, the company uses AI-powered workflows to analyse customer calls, automate document verification, streamline request processing, and support sales decision-making. Built on Creatio's AI-native and no-code platform, the solution enables the team to continuously develop and scale new AI use cases across the business.
The transformation has delivered 70% faster request processing, 34,000 calls analyzed by AI each month, and a 2× reduction in document verification time.
Explore the full Astana Motors success story and watch the video interview to see its AI use cases in action.
Dunapack Packaging – Manufacturing and Distribution
As Dunapack Packaging expanded across Central and Eastern Europe, the company sought a unified CRM to standardise sales operations and improve visibility across the customer lifecycle.
With Creatio, Dunapack Packaging established a centralised CRM environment spanning 15 sales organisations across 10 countries, supporting lead management, customer data management, and pipeline visibility. The unified platform enables more consistent sales execution, supports data-driven decision-making, and provides a strong foundation for future AI-powered sales capabilities.
Within three months of deployment, the company achieved over 70% user adoption and a 97% increase in CRM engagement among external sales teams, creating a more connected and customer-centric sales organization.
S.P. Richards needed a platform capable of supporting the complexity of its wholesale distribution business while bringing CRM, customer support, and marketing into a single system. After evaluating several solutions, the company selected Creatio to replace its existing technology stack.
Following its recent go-live, S.P. Richards has begun unifying sales, customer support, and marketing on a single platform with Creatio. The company is creating a centralised view of customer interactions and taking its first steps toward using AI for data analysis, trend identification, and more targeted marketing.
PSI Software – Technology
PSI Software launched a global sales transformation initiative to create a more consistent, data-driven approach to commercial operations across its business units. To support this strategy, the company evaluated around 30 CRM providers before selecting Creatio as its unified CRM platform.
The new platform provides a common foundation for standardised sales processes, shared metrics, and closer alignment between sales and marketing teams. It also supports PSI Software's broader AI strategy by enabling capabilities such as predictive insights, intelligent forecasting, and AI-assisted workflows.
With other players in the market, even small changes could take days, weeks, or sometimes months. It required many people and a lot of effort. With Creatio, it’s very different — we define what we want to achieve, make a few adjustments, and we can already see it in the next release.
Creatio CRM offers a flexible, composable pricing model with several licensing options: per-user pricing or the Unlimited Enterprise model for organization-wide adoption. Per-user pricing is available in Growth and Enterprise tiers, starting from $55 and $70 per user per month, respectively. Organisations can start with a single CRM product, such as Creatio Sales, Creatio Marketing, or Creatio Service, and add additional CRM products for $15 per user per month as business needs evolve.
For organisations looking to scale AI and enterprise automation, Creatio also offers the Unlimited Enterprise model. Unlike traditional user-based licensing, the Unlimited Enterprise model includes unlimited users, AI agents, workflows, applications, custom objects, and API calls, making it well suited for large-scale enterprise deployments and AI adoption initiatives.
Built on a cloud-native, no-code architecture, Creatio supports enterprise deployments of any scale, helping organisations reduce implementation effort and simplify ongoing customisation compared with traditional CRM platforms.
Creatio CRM is an AI CRM and workflow platform that unifies sales, marketing, and customer service, enabling people and AI agents to work together on a single platform. Built on Creatio Business and AI Studio and powered by Creatio.ai, it helps organisations automate workflows, improve customer experiences, and adapt quickly as business needs evolve. With its composable architecture, embedded AI, and no-code capabilities, Creatio gives organisations the flexibility to continuously innovate and scale customer operations.
Ready to see Creatio CRM in action? Get a guided demo from Creatio experts to explore its core capabilities and see how it can support your business today.
FAQ
Is Creatio a good CRM?
Yes. Creatio CRM is a best-in-class AI-native CRM that combines sales, marketing, customer service, and workflow automation in one platform. It is widely adopted by mid-sized and enterprise organisations looking to automate complex customer-facing processes and scale AI across their business.
How does Creatio CRM compare to Salesforce?
Both platforms offer enterprise CRM capabilities, but Creatio stands out with its AI-native architecture, robust automation capabilities, and the ability to build AI agents and applications using AI coding agents and a no-code visual designer. While Salesforce offers a larger ecosystem, Creatio is often chosen for lower TCO, greater agility, and faster deployment.
How much does Creatio CRM cost?
The core platform, Creatio Business and AI Studio, starts at $40 per user per month, with CRM products priced at $15 per user per month each. Enterprises can also choose the Unlimited Enterprise plan, which includes the core platform, all CRM products, unlimited users, AI agents, workflows, and applications.
Who are Creatio CRM's main competitors?
Creatio competes with enterprise-grade CRM platforms including Salesforce, Microsoft Dynamics 365, HubSpot CRM, Zoho CRM, SAP Customer Experience, and Oracle CX. The right CRM solution depends on your organisation's size, complexity, and automation requirements.
Does Creatio CRM include AI?
Yes. Creatio CRM is built on an AI-native architecture, with AI embedded into data, workflows, and business processes rather than added as a separate layer. It includes AI agents, conversational AI, and intelligent automation across its platform and CRM products.
What's the difference between Creatio and Creatio CRM?
Creatio is the company's AI CRM and workflow platform where people and AI agents work together — with no limits on users, agents, workflows, or scale. Creatio CRM is Creatio’s product suite of Sales, Marketing, and Service applications powered by the Creatio platform.
How long does Creatio CRM implementation take?
Implementation timelines depend on project scope, integrations, and customisation requirements. Many organisations can go live with Creatio CRM in a matter of weeks. For example, Novem, a leading provider of water infrastructure solutions, deployed Creatio across its five largest branches in just six weeks.
Is Creatio CRM suitable for enterprises?
Yes. Creatio CRM is built for enterprise organisations that need scalable AI, enterprise-grade automation, robust security, governance, and integrations. It is used by global organisations across more than 20 industries, including financial services, manufacturing, insurance, mortgage, and the public sector.
