Creatio 10X: AI Studio, Web Chat and AI Agents in Customer Service

Creatio 10X Unlimited was released on July 15, 2026. The most talked-about addition is Creatio AI Studio, but the release contains much more: AI in customer service, a new Web Chat channel, tools for sales and marketing, and changes to how the platform is deployed.

Below are the changes we think matter most for B2B companies. You can find the full list in the official Creatio 10X release notes.

Creatio AI Studio

AI Studio is a web interface of the Creatio agentic platform for building, deploying, orchestrating and governing AI agents. You design an agent by describing its role, behavior and constraints in natural language. Agents can work over email, web chat, telephony and in-chat voice.

For companies, the most important part is the set of controls:

• human-in-the-loop approvals for selected actions,
• PII masking,
• tool-call gating, with enforce or observe mode set per policy,
• a readable log of decisions, approvals and executed actions,
• separate development, UAT and production environments,
• token consumption tracked per run and per agent.

We describe this in detail on the Creatio AI Studio page.

AI in customer service emails and chats

In 10X, the Customer Communication Hub is included in the Creatio Sales and Service bundles. It requires the Case Management or Contact Center app.

Email. AI can prepare a reply as a draft for an agent to review, or send it automatically. Automatic sending is conditional: each reply gets a score, and Creatio sends it only above a threshold you choose from three profiles: Cautious (0.85), Balanced (0.70, the default) or Bold (0.55). You can also limit the share of traffic AI handles. The content of incoming messages (subject, body, attachments, links) is treated as untrusted, which protects against prompt injection.

Chat. Enabling AI is part of channel setup, with a ready-made personality and tone. You can route a chosen percentage of conversations to AI, cap response length, the number of turns per conversation and the monthly budget, and narrow the agent’s knowledge to articles with a specific tag.

Oversight. There are live analytics (including AI versus agent results), monthly budget limits, an “AI-generated” tag in the case timeline, and a debug view that shows how a response was formed.

Our advice: start with draft mode and the most cautious threshold. Switching to automatic sending makes sense only after you have reviewed response quality on your own cases.

Web Chat

Web Chat is a website chat handled in the Agent Inbox. It is available in Creatio Sales and Service and requires the Customer Communication Hub. You can customize the look (colors, logo, welcome text, a multilingual header), test a conversation including AI and handover to an agent before publishing, add a privacy notice, and restrict the widget to approved domains. Anonymous visitors are linked to contacts as soon as they are identified.

Sales

• MEDDPICC. A new tab on the opportunity for scoring deal qualification across eight dimensions (Metrics, Economic Buyer, Decision Criteria, Decision Process, Paper Process, Implicate the Pain, Champion, Competitor), each on a 1–5 scale. The score is visible in lists.
• Forecast category is set automatically from the stage, color-coded and recorded in history.
• Sales Engagement. Sequences of sales activities (call, email, task) with, among other things, activity statistics, blocking of enrollment in several sequences at once, a daily send limit, email threading, reactions to replies and unsubscribe handling.

Marketing

• Segments as a separate section: reusable contact groups with entry filters, an exit strategy and live counts, available as an audience source in campaigns.
• Embedded forms on external sites, and capture of submissions from existing website forms without rebuilding them.
• Live web tracking of visitor sessions, with backfill of up to 30 days and the ability to trigger campaigns on web actions. It requires Creatio 8.3.4 or later.
• Email subscriptions: custom unsubscribe and preference pages, and default subscription of new contacts to bulk email.

For IT and administrators

• The AI toolkit for building applications (Claude Code, Codex, GitHub Copilot) is now generally available. Agents can create applications, sections, data models, pages, business rules and themes based on a brand book.
• Kubernetes on-site. On-premises deployment with a ready Helm chart and a control plane dashboard: multi-instance management, updates and assisted rollback.
• Custom Freedom UI themes are available from the Enterprise plan.
• Faster compilation (only changed packages, in parallel) and a schema diff view in the configuration log.
• Microsoft Graph for mail and calendar sync (enabled through Creatio support).

Creatio Mobile and Field Sales

The mobile app works offline-first for visit actions, scheduling, surveys and cached visits. New are push notifications about route changes and new leads, product selection with an order summary, an enforced order of visit actions (for example check-in first) and a role-based configurable home page.

In beta

These features require additional flags and are worth testing on a test environment: page preview in the designer, the pivot table widget, metric comparison, multiple identity providers and deferred installation of OAuth integrations.

What to check before rollout

1. Licensing requirements. AI in service requires Case Management or Contact Center, Web Chat requires the Customer Communication Hub, and themes require the Enterprise plan or higher. The release notes do not state licensing terms for AI Studio, the AI toolkit or Kubernetes, so ask your partner or Creatio.
2. Platform version. Live web tracking and embedded forms require 8.3.4 or later.
3. AI budget. Set monthly limits before you enable AI on channels with customer traffic.
4. Agent policies. Before an agent gets access to customer data, decide which actions need human approval.

Want to see what makes sense for you?

Not every new feature is worth rolling out right away. As a certified Creatio Level IV partner, we help assess which changes will benefit a specific team: sales (Creatio Sales), service (Creatio Service) or marketing (Creatio Marketing). If you are planning an upgrade to 10X or your first AI agent, get in touch.

Other Creatio releases

See also our overviews of the other platform releases:

• Creatio 10.1 Unlimited: pivot tables, WhatsApp, live forecasts
• Creatio 8.3.4 Twin: campaign agent, Microsoft Graph instead of EWS
• Creatio 8.3.3 Twin: Contact Center, sales forecasting, RAG with permissions
• Creatio 8.3.2 Twin: end of Classic UI, AI billed in actions
• Creatio 8.3.1 Twin: choosing the AI model, dashboards from a description
• Creatio 8.3 Twin: the first AI agents, an Outlook add-in