Creatio has unveiled its latest CRM update, 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 platforms that treat AI as an add-on, Creatio emphasizes that AI is an integral part of its system, designed to enhance user interaction across every interface.
The update, launched on June 25, 2025, introduces advanced generative AI capabilities as the default mode of interaction, aiming to streamline enterprise automation and improve workflow efficiency. This approach is a direct challenge to industry giants like Salesforce, which Creatio claims often bolt AI onto existing systems rather than weaving it into the fabric of their platforms.
According to Creatio, the AI-driven agents in 8.3 Twin empower businesses with smarter decision-making tools and real-time insights, reducing the need for manual intervention. This seamless integration is intended to provide a more intuitive user experience, setting a new standard for CRM platforms in the competitive market.
Industry analysts note that Creatio’s strategy could pressure competitors to rethink their AI implementation. By focusing on embedded automation, Creatio is targeting pain points in traditional CRM systems, where disjointed AI features often lead to inefficiencies and user frustration.
The update also highlights Creatio’s commitment to staying ahead in the rapidly evolving tech landscape. With workflow optimization at its core, 8.3 Twin aims to cater to enterprises looking for all-in-one solutions that don’t require extensive customization or third-party integrations.
As the battle for CRM supremacy intensifies, Creatio’s bold move with 8.3 Twin could reshape how businesses perceive and adopt AI in customer relationship management. The coming months will reveal whether this update truly hits Salesforce where it hurts, or if the industry leader will counter with innovations of its own.
Andrew Lee
