Popular Customer Relationship Management (CRM) platform HubSpot announced its acquisition of smart conversation platform Frame AI on Friday.
The team at HubSpot, which offers services on marketing, sales and customer service, realized that unstructured data such as emails, calls, and meetings hold richer insights into customer sentiment, behavior, and intent than structured data and yet, found it difficult to analyze and act on, according to the company’s statement.
Frame AI’s solution converts unstructured data into real-time, actionable insights, “helping businesses not just meet customer needs but anticipate them.” Founded in 2016, the AI-driven platform specializes in analyzing dormant data using natural language processing and machine learning.
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CEO Yamini Rangan took to LinkedIn to celebrate the acquisition, saying “With Frame AI, we’ll combine conversational insights with structured data to help our customers grow faster.”
By embedding Frame AI into HubSpot’s existing framework, the CRM platform aims to empower “marketers to create precise content, sales teams to prioritize deals, and service teams to prevent churn through sentiment analysis.”
“AI has changed how businesses think about data,” Rangan stated in her post—as enterprises across nearly every industry embrace AI to handle routine tasks and optimize workflows, it’s no surprise that a leading customer service organization is leveraging AI to stay competitive in today’s market.
However, Rangan also added that “AI is only as good as the data behind it – harnessing both structured and unstructured data is key to driving future growth.”
“With Frame AI, we’re accelerating our ability to deliver actionable insights that help our customers achieve exactly that!” she noted.
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Frame AI also shared in their statement that hypothetical situations like a sales team getting clear next-best-action recommendations for closing deals faster, informed by the nuances of customer conversations and service teams receiving early warnings about at-risk customers, helping them resolve potential issues before they escalate, are no longer impossible.
With their STAG (Stream-Trigger Augmented Generation) architecture, Frame AI will be able to deliver these proactive insights directly within the HubSpot products that customers already use.
The consensus is that AI is transforming how enterprises interpret data, unlocking innovative possibilities. HubSpot and Frame AI are poised to capitalize on this shift by leveraging AI’s potential to drive smarter insights and enhanced efficiency.