Automatically Keep Opportunities and Custom CRM Fields Up to Date with CRM AI

Your AI Sales Assistant can now read and update opportunity data and custom object fields in Business App, automatically, based on what happens in your sales conversations. Less manual entry. More accurate pipeline data. An always up to date CRM.

CRM AI's Sales Assistant now goes beyond contacts and companies. After a meeting or sales activity, the AI can automatically update opportunity details like price and pipeline stage, and custom object fields, such as vehicle year and model, based on what was discussed. You choose which fields the AI can update and whether it should always overwrite existing values or only fill in empty ones. The system also respects field restrictions, so it will never update a field with an invalid value.

On top of this, a new automation time trigger means you can prompt the AI Sales Assistant to proactively find and act on data updates autonomously without waiting for a meeting to trigger it.

A CRM is only as useful as the data inside it. But keeping opportunity records and custom fields accurate requires reps to manually update them after every call, meeting, or touchpoint, work that's easy to skip and even easier to do inconsistently.

Previously, CRM AI could automatically update contacts and companies based on meeting activity, but opportunities and custom objects still required manual entry. Now the AI Sales Assistant handles those updates too, giving sales teams a self-updating CRM that reflects the true state of every deal without the administrative burden.

The result: sales reps spend less time in data entry and more time selling, while managers get pipeline visibility they can actually trust.

Available to accounts with CRM AI.