Creatio's AI-Native Platform: No-Code Development and Generative AI for CRM and Workflow Automation

Creatio's AI-native platform empowers users to build applications using natural language, unlike competitors requiring extra licenses.

### Creatio's AI-Native Platform: Revolutionizing Enterprise Software
* 🤖 **Creatio**, an AI-native platform, differentiates itself from competitors like Salesforce by integrating various APIs into a central command center, offering a unique approach to workflow automation and CRM.
* 🚀 Unlike competitors, Creatio's AI capabilities are not an add-on but integral to the platform, eliminating extra costs.  This "AI-native" approach is a key differentiator.
* 🗣️ Creatio focuses on **no-code development** empowered by AI, allowing users to build applications and utilize AI for various automation tasks (marketing, sales, service).
* 🤝 The platform facilitates collaboration between users and AI using natural language, making application creation intuitive and accessible.  "English is the future programming language," highlighting the ease of use.
* 📈 Creatio is continuously expanding its AI capabilities, adding more use cases and aiming for a future where users can handle all CRM tasks within a single interface.
* 💰 Creatio's pricing model provides a competitive advantage.  Existing users already have access to Creatio AI, unlike competitors requiring additional licenses.  This could contribute to faster adoption rates.
* 👨‍💻 Addressing adoption challenges, Creatio acknowledges the need for continuous skill development and focuses on user experience, aiming to make AI integration seamless and intuitive.
* 🔮 The company envisions a future where users can create any CRM use case without needing multiple interfaces, emphasizing a streamlined, user-friendly approach.

You're taking on some of the heavyweights that are publicly traded: Salesforce, ServiceNow. And I'm interested in how the agent force of Salesforce is something that you've already been doing at Creatio, or if you're having to play catch-up. Hello, Caroline.

So first of all, thank you very much for having me. Very excited to be here today and very excited to talk about the future of enterprise software. I can tell you that I've never been as excited about the industry as I am now, even when the internet was developing.

Even at that time, I wasn't as excited as I am today because the CRM and workflow automation software, no-code platforms that Creatio is building, is going to look completely different in 3 to 5 years from now. Very exciting times.

Okay, so it looks different because already you've been helping basically people who can't code, code. But now, agents—is it the co-pilot model that just makes things even more bespoke? Have you not been deploying that already in previous iterations? Is now the market's caught on to it?

Yeah. Really. So Creatio has been AI-native, and the biggest difference of Creatio from—you mentioned Salesforce, for example—is that we combine in a command center all different patterns of APIs.

It's obvious in general to be like, 'Hey, I skills,' it's a gigantic AI. It would be predictable; it would be prescriptive. AI is so dependent on the use case. Again, you mentioned service. It could be sales automation, marketing automation. We're going to be doing the particular...

Use cases combined in all different battles of the AI. And as it's native, it's not an additional module on top of it. It's not like we announced Creation as a separate, additional module and we charge for it. It's actually quite the opposite.

We're not charging for it. It's the Creation platform because AI is a central part of the platform. Ultimately, with everyone offering some sort of agent, and a lot of it helping with coding, how do you find your territory, even if you're saying you're not

having to pay extra for generative AI or new applications that's in your heart. But once others have got their pricing sorted and they're already in the rooms of your customers, how do you find the territory? Yeah, brilliant.

So first of all, let's start by saying that what Creation II delivers is two parts of the equation, if you will. From one end, it's no-code development, as you correctly said. So, with AI building the applications on our platform, and the second part

is using AI in the end-user use cases like marketing automation, sales automation, service automation—you name it. So the combination of those two is the biggest power that Creation delivers. And again, being AI-native, it's not

a separate module on top of the existing platform; it is the platform itself. So the user experience is completely different. The experience that we're building with the user, creating for the user, is not the user learning how to use the software; it's API creation.

AI is learning how to collaborate with this particular end user of the application because, as we all know, English is the future programming language.  Basically, the collaboration between the user—like yourself or myself—with workflow and CRM software in the future is going to be using natural language.

AI will be asked to create clothes, to create new digital campaigns. And it's a very simple interface that is embedded in all the other applications that can use it as well.

I'm really interested in adoption, and ultimately that seems to be a bit of a bottleneck. We're hearing lately that we've seen a plateauing of employees using the tools that have been invested in by CEOs

and the like because they're worried that they're being deemed lazy in some way, or they don't get the necessary training. But we also know that, to see real creativity, you just need to get this into users' hands and see how they adopt it.

What have you seen at Creation? How have people been using it and continuing to...? Yes. And listen, thank you very much for asking this question. There are two aspects to it.

So the first aspect is everyone is building and developing new skills, and Creation does exactly the same. We're expanding the library of skills, meaning we expand the number of use cases that can be covered using the AI. And again, the future—if you ask me about 2025—the future is that the user

Can any CRM use case creation happen without actually opening any other interfaces? Just one creative interface and collaboration in English. So, building those skills takes a little time, but creation is definitely the frontrunner here. But, from another perspective, let's talk

about the pricing, because in the case of creative creation, the AI is literally the platform itself. So, all our users with base Creation licenses already have access to Creation AI, while with competitors, they need

to acquire or buy additional licenses to begin this adoption process. So, partially, I guess—again, I don't know the exact Salesforce numbers—that's partially why their adoption isn't

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Creatio's Competitive Advantage and Vision for Enterprise Software

Creatio competes with major players like Salesforce and ServiceNow in the CRM and workflow automation market.

The CEO expresses significant excitement about the future of enterprise software, particularly regarding the transformative potential of AI-powered no-code platforms.

The CEO anticipates significant changes in CRM and workflow automation software within the next 3-5 years due to AI advancements.

The discussion focuses on Creatio's AI-powered agent capabilities and how they differ from competitors' offerings.

Creatio's AI-Native Approach and Differentiation

Creatio's platform is AI-native, integrating various API patterns into a central command center, unlike competitors who offer AI as an add-on module.

Creatio's AI adapts to diverse use cases, including sales, marketing, and service automation, unlike generic AI solutions.

Creatio doesn't charge extra for its AI capabilities; it's integrated into the core platform.

The discussion shifts to Creatio's market positioning and competitive strategy amidst growing competition in the AI-powered software space.

Creatio's Two-Pronged AI Strategy and User Experience

Creatio's AI strategy involves no-code application development and AI-powered end-user applications (marketing, sales, service automation).

AI is integral to the Creatio platform, not a separate module, leading to a distinct user experience.

The user experience focuses on collaboration between users and AI using natural language, making application creation more intuitive.

The future vision involves users interacting with AI through natural language to create applications and campaigns.

Adoption Challenges and Creatio's Approach

The discussion addresses challenges in employee adoption of new AI-powered tools, including concerns about perceived laziness and lack of training.

Creatio addresses adoption by expanding its AI capabilities and focusing on user skill development.

The future goal is seamless CRM use case creation through a single, intuitive interface using natural language.

Creatio's pricing model, where AI is integrated into the base license, is highlighted as a factor contributing to faster adoption compared to competitors.

Competitors' requirement for additional licenses for AI adoption is presented as a potential reason for slower adoption rates.