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Creatio Combines CRM With AI Agents in New 10x Platform
Boston-based CRM provider Creatio has announced the 10x platform, letting employees build their own no-code AI agents while giving IT departments oversight across the organization.
Creatio, a Boston-based provider of CRM software and business process automation platforms, announced on July 15, 2026 a major update to its platform called 10x. The update merges the company's existing CRM tools with new mechanisms for building and overseeing AI agents, targeting mid-size and large organizations looking to replace scattered, single-purpose tools with one unified system.
At the heart of the update are two complementary tools. AI Twin lets regular employees create personal AI agents through natural-language conversation, without writing code or needing technical AI expertise. The agents created this way operate within the permissions and policies set by the organization, so the company retains control over what they can access.
Oversight for IT Departments
The second tool, AI Studio, is aimed at IT and operations teams building more complex, company-wide agents. It includes a Prompt Agent Designer for creating agents through natural-language descriptions and a Workflow Agent Designer for designing multi-step, deterministic processes through a visual interface. It also adds mechanisms for policy enforcement, approvals, task execution monitoring, auditing, and optimizing AI model usage costs.
Rounding out the update is the AI Command Center, a dashboard that tracks AI usage and return on investment across different departments of a company. It's meant to address a growing need among customers to show that spending on agents actually pays off, rather than just generating more token bills.
If you're spending a dollar on a token and getting two dollars back, that's not a problem - John Arnold, Head of Product Marketing for AI CRM, Creatio
Agents for Specific Industries
Creatio is also rolling out ready-made agents tailored to specific sectors. In banking, they're meant to handle new customer onboarding and ongoing account servicing, while in manufacturing they're designed to support the preparation and execution of field service visits. The company stresses that these agents can work with both Creatio's own CRM and competing CRM systems, which is meant to ease adoption for customers who don't want to migrate their entire infrastructure.
The changes also extend to core CRM modules. Sales teams get AI-assisted outreach sequences, guided selling, improved forecasting and revenue intelligence tools, and support for field sales. In marketing, agents are meant to independently build audience segments and materials such as landing pages, emails, and forms, while coordinating entire campaigns. Customer service gains AI support across web chat, video calls, and text messaging, along with broader contact channel management.
End of Scattered Tools
All of this fits into a strategy Creatio calls Unlimited Enterprise: encouraging customers to run their CRM, workflows, applications, and AI agents on a single shared platform instead of a set of separate, disconnected tools the industry jokingly calls a Frankenstack. According to the company, customers are already starting to retire individual point solutions in favor of this consolidated approach.
We focus on governance and observability to give customers as much data and control as possible, so they feel truly comfortable deploying these agents - Andie Dovgan, chief growth officer, Creatio
The emphasis on oversight and auditability is no accident. Large organizations deploying AI agents are increasingly asking not whether an agent can complete a task, but who is accountable when it makes a mistake, and how to verify exactly what it did. Creatio's competitors, including Salesforce and Microsoft, have spent months building similar governance layers for their own agent platforms, so the enterprise CRM market is clearly shifting toward controlled deployment of autonomous systems rather than just their sheer number.
For Polish companies using CRM systems, Creatio's announcement is another signal that business software vendors now treat AI agents as a standard part of the platform rather than an add-on. Support for the open MCP protocol also means agents built in Creatio could, in theory, communicate with tools outside the company's ecosystem, lowering the barrier to entry for businesses already invested in other systems.
Creatio has not yet disclosed pricing for the new features or the number of customers already testing 10x. The company said it plans to roll out individual modules gradually over the coming months, starting with AI Twin and the core features of AI Studio.
