In the fast-changing world of business software, few areas are transforming as quickly as Customer Relationship Management (CRM). Once just a digital contact list, CRM is now expected to be a central hub for sales, marketing, and customer success, helping teams work smarter, faster, and more effectively. But with these growing expectations comes new complexity. Creatio is tackling this challenge by rethinking CRM from the ground up, making it AI-powered, no-code, and agent-driven.
“Our goal is to put AI and automation into the hands of non-technical users, not just IT,” said Burley Kawasaki, Global VP of Product Marketing and Strategy at Creatio. This approach doesn’t just support agility, it sparks innovation. Teams can quickly build and improve their tools without needing to write code or wait for developers.
This isn’t about modernizing CRM. It’s about fundamentally rethinking what work looks like in a digital-first organization. CRM has traditionally been a system of record, valuable, but reactive. Creatio envisions a shift from passive tools to active collaborators, from form-driven interfaces to intelligent, conversational workflows. This transformation isn’t cosmetic, it reshapes the way teams operate, decisions are made, and value is created across the business.
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