Creatio Inc., the developer of a no-code platform for workflow automation and customer relationship management, announced new capabilities today that give enterprises greater control over artificial intelligence deployments.

The centerpiece of the release is “bring your own model” feature, which allows customers to choose among leading large language models for interactions with the platform and for building AI-powered agents.

The company said initial support includes models from OpenAI, Anthropic PBC and Google LLC’s Gemini, with others to be accommodated based on demand. Customers can also integrate dedicated LLMs hosted on platforms such as Microsoft Corp.’s Azure OpenAI and deploy Creatio in private cloud or on-premises environments to meet data sovereignty and regulatory requirements.

The goal is to give enterprises maximum flexibility as AI ecosystems evolve, said Burley Kawasaki, Creatio’s global vice president of product marketing and strategy. “We want to be agnostic; we want to support the leading players,” he said. “We’re adding this capability so that as you’re building agents, you can decide which ones are the best fit.” For example, some models are optimized for solving hard problems, while others are built for speed.

Expanded AI capabilities

The company said its platform architecture enables enterprises to integrate AI deeply into core workflows without requiring the layering of new technologies on top of legacy systems. Creatio’s single-database design enables its AI agents to reason across data and workflows without needing multiple integration points.

Creatio said it’s embedding AI agents directly into core CRM applications, as well as end-to-end workflows and common productivity tools such as Microsoft Outlook and Teams. The company said this approach supports faster adoption and a more conversational user experience.

“AI agents should not be an add-on or an afterthought,” Kawasaki said. “They need to be part of the core experience of your entire workflow so users can work them no matter the application or productivity tool.”

The company plans to add support for the emerging Model Context Protocol by the end of 2025, enabling standardized integration across multiple AI systems. “MCP is important, but it’s also fairly new,” Kawasaki said. “It’s not about just us supplying it, but testing and validating it with other partners.”

Creatio executives said the company grew 45% in its most recent fiscal year, off a undisclosed base, driven by both new customer acquisitions and expansions into larger enterprise accounts. It expects similar growth in the coming year.

Andie Dovgan, Creatio’s chief growth officer, said many enterprises are reassessing their legacy systems amid the rise of generative AI. “We see a big increase in requests and deals coming from large enterprises that are interested in changing legacy technologies,” he said.

Executives said financial services, manufacturing, and real estate firms have shown particular interest as they look to modernize aging CRM deployments and improve customer experience.

Creatio said BYOM capabilities and AI agent integrations will be included as part of the core platform rather than licensed as add-ons. “Our strategy right now is not to add an additional [charge],” Dovgan said. “We need to get customers successful first. If we start charging for a license for AI or agents, that will naturally decrease adoption.”

Image: Creatio