Creatio 10x went live today, building directly on the Unlimited Enterprise model they introduced back in the spring, the same shift we covered when Creatio’s FY27 announcements landed in April. Creatio’s own announcement covers the release well, and it’s worth a read if you want the full feature list.
This article aims to help you understand what you should actually do about it if you’re already a Creatio client, and what to consider before you start.
Andie Dovgan, Creatio’s Chief Growth Officer, framed 10x as an attempt to strip out every obstacle to AI adoption so customers can automate faster and run a leaner tech stack than their competitors. We watched Creatio’s own team build a working agent from scratch in a few minutes at today’s launch, which was genuienly impressive. Now, you’re not asking yourself if it’s possible; you’re asking what you’d point it at first.
Max Watkins, Managing Director at Collier Pickard said: “The recent announcement of the 10x release will be a gamechanger for our clients. The further improvement into how AI agents can support various departments in the right way is refreshing to see against competitors in the space.
Creatio certainly is thinking more about how the product can support your whole organisation, not just a single team. I am looking forward to us implementing the new features for our clients.”
What This Means for Your People
The practical change is that anyone on your team can now describe a repetitive part of their job in plain English, using AI Twin, and have Creatio build a working agent around it in minutes, with no technical skill required. Multiply that across a team and it’s clear why Creatio are calling this the ‘10x release’ rather than just their ‘next upgrade’.
Our advice is not to announce this to all of your employees on day one, and to take some time to see what happens naturally. The businesses that get real value here will be the ones who pick two or three genuinely repetitive, well-understood tasks first, build agents for those specifically, and use what they learn before opening things up more widely. The businesses that get the least value will be the ones who let twenty people build twenty agents in the first week, with nobody responsible for any of them.
Although this platform now enables everybody to build everything all at once, the most sensible solution is to be intentional, and use your AI actions wisely. And if you’re wondering where to start, the honest answer is usually the task your best person complains about most. That’s normally the clearest sign of something repetitive enough to hand to an agent, but still important enough that fixing it actually matters.
The Governance Conversation You Need to Have First
Creatio have built real guardrails into this release. Every agent only ever has the same data access as the person who built it, pulling from a library of sources your IT team has approved, with policies enforceable per agent or across the whole organisation, and human-in-the-loop approval steps you can make mandatory wherever you want a person to sign off before an agent acts. Dovgan has also talked publicly about focusing on giving customers enough visibility and control to feel genuinely comfortable deploying agents, and this new release backs that up.
However, none of that helps you if nobody in your business has actually decided what those policies should be yet. The guardrails are only as good as the decisions behind them, and those decisions are ones only you can make. Which data should an agent on your sales team actually be allowed to see? Who signs off before an agent-drafted email goes out to a client? What happens the first time an agent gets something wrong?
That’s the conversation we’d want to have with you before switching anything on, not after. Creatio have also been clear that your data stays yours, isn’t used to train other customers’ models, and is never pooled. This is reassuring, and they have documented this within their AI Trust and Governance area, about how they maintain full control, transparency and security with their AI architecture. If you have any concerns or data governance checkboxes to tick, please speak with your account manager to confirm exactly what that means for your organisation.
Ollie Bartlett, Co-Owner at Collier Pickard said: “The guardrails behind the platform are what stand out to me, more than the demo itself. Every business we talk to is excited about AI until they think through what happens when someone builds an agent nobody signed off on, using data it shouldn’t have access to. Creatio has built that governance in from day one, rather than bolting it on after something goes wrong, is what actually makes this usable for a real organisation. That’s the conversation we’ll be having with clients before anyone touches AI Twin.”
What This Means for Your Budget Conversations
AI Twin itself needs no separate licence if you’re already running Creatio at your CRM. However, running agents at volume still draws on Creatio’s AI Action credit system, which is the consumption-based model that sits underneath the Unlimited Enterprise licensing Creatio introduced earlier this year.
The practical implication is that unlimited users and workflows doesn’t mean unlimited AI usage at no extra cost. Before you build a rollout plan around agents running thousands of times a day, it’s worth modelling what that actually looks like in credit terms. That’s the kind of conversation we’d like to have with you before you commit a whole process to it. This will help us to estimate the AI Credits you would use, the time saved, and the right AI package for your team.
Where the Quick Wins Actually Are
Creatio have put additional capability into their base Sales, Marketing, and Service modules. Where a typical mid-market business sees the fastest return with 10x will be less about which product got the most new features, and more about which team has the most repetitive, well-defined process today.
For a lot of our clients, we can see real time savings for marketing and service teams, which were demonstrated by Creatio today. Marketing teams that are manually segmenting the same lists every campaign, or a service team switching between five systems to answer one query will see some very quick wins. Those are the processes where an agent removes friction almost immediately and is measurable, so you can understand the time savings more easily.
Ultimately, the more judgement a task needs, the longer it’ll take before you’d trust an agent with it fully, and that’s absolutely fine for now.
What This Means Right Now
Creatio 10x is available now – if you’re already on Creatio version 10.
What’s still in progress is the coordination between Creatio and us. We’re waiting on them to work directly with us as your partner to get 10x properly upgraded across client systems, so don’t expect anything to change automatically just because today’s announcement went out. If you’re not yet on version 10, Creatio have said they’ll roll 10x out to you over time, working through partners as they go.
Either way, the right first move is the same. Talk to your account manager here at Collier Pickard. They’ll have the clearest, most current picture of timing for your specific setup, and they’re the right person for any questions this raises.
Why We’re Telling You This
Creatio’s own materials will tell you that this is one of the most significant releases they’ve put out. And we completely agree. We see our job as helping you to understand the implications for your business, and sharing what we would do if this were our decision to make.
The businesses that get the most out of a release like this aren’t the ones who adopt it the fastest. The ones who get the most from this release will be the most deliberate about what they build first, who’s accountable for it, and how it’s governed from day one.
If you want to talk through what a sensible first agent looks like for your business, or just want a second opinion before your team starts building anything, get in touch and let’s talk about it together.
