Insightly, a prominent customer relationship management (CRM) platform, has introduced "Copilot, " an AI-powered chatbot that integrates generative artificial intelligence into its system to boost user productivity and simplify CRM management. Copilot enables users to perform CRM tasks via natural language queries and commands, automating processes, swiftly retrieving contextual insights, and efficiently handling customer interactions. This feature is designed to make CRM technology more accessible and powerful for businesses. Key functionalities of Copilot include conversational task management—allowing users to create, assign, and track tasks through chat commands—and advanced data hygiene tools that use machine learning to detect errors, duplicates, and inconsistencies, ensuring CRM data accuracy. Furthermore, Copilot proactively generates insights on customer trends, sales opportunities, and risks, empowering teams to make informed decisions. Its intuitive design caters to users across all technical skill levels, enabling sales, marketing, and customer success teams to benefit from enhanced capabilities without extensive training.

Steve Oriola, Insightly’s CEO, emphasized Copilot as a smart assistant that enhances organizational efficiency, drives revenue growth, and reduces complexity in managing customer relationships, reflecting the company’s dedication to innovation and support for growing businesses. Particularly notable for small to mid-sized businesses (SMBs), Copilot levels the playing field by bringing advanced CRM and AI tools traditionally reserved for larger enterprises directly into the CRM platform. This democratization enables SMBs to compete more effectively. Insightly’s move aligns with a wider industry trend where CRM providers increasingly embed AI to improve customer management and business operations—such as Workbooks introducing similar AI features—highlighting AI’s emerging role as a key driver of efficiency and growth within CRM systems. Despite rapid AI advancements, adoption in CRM workflows remains limited; research shows that although many UK business leaders embrace AI broadly, few have fully integrated it into CRM. Only 34% of sales teams maximally utilize their CRM, indicating a major opportunity for AI-driven features like Copilot to boost engagement. By streamlining CRM interaction and automating routine tasks, AI solutions like Copilot reduce traditional adoption barriers, enabling sales and marketing professionals to concentrate on strategic goals rather than administrative work, ultimately enhancing customer experiences and business results. Insightly’s launch of Copilot marks a crucial evolution in CRM technology, underscoring AI’s growing influence in shaping customer relationship strategies. As businesses seek competitive advantages in a connected marketplace, embedding AI within CRM platforms promises to improve operational efficiency and unlock new growth and innovation opportunities for organizations of all sizes.