Sales teams are often bogged down by administrative tasks. They spend valuable time on data entry, clicking through forms and menus. This takes away from their primary job of engaging with customers and closing deals. An AI assistant can handle this busywork, letting reps focus on what truly matters.
The problem
Sales representatives frequently finish a call and then spend several minutes updating their CRM. This process typically involves navigating through menus, finding the relevant deal, changing its stage, opening new forms, creating follow-up tasks, and linking them back to the contact. This repetitive data entry adds up. For every interaction, for every rep, every day, it costs valuable time. It’s time spent on administration instead of selling.
What we built
We built a conversational AI assistant directly into the client’s existing CRM application. This system allows sales reps to interact with their CRM data using plain English commands. Instead of manually navigating forms, a rep can simply tell the assistant what happened during a call. The AI assistant then uses the CRM’s own tools and APIs, under the client’s permissions, to perform the requested actions.
This system is designed to be provider-agnostic, meaning it can run on models like Claude, OpenAI, or any other Large Language Model (LLM) chosen by the client. This flexibility is a core architectural decision. It helps protect future costs and adapts to evolving AI capabilities without requiring code changes.
How it runs
When a sales rep uses the AI chat assistant, they type their request in natural language. For example, they might ask, “What’s the status of the CloudBridge deal?” or instruct, “Move this deal to Negotiation and create a follow-up task for Friday to send the contract.” The system calls the necessary CRM APIs to gather information or prepare actions.
Before making any changes, the AI assistant presents an approval workflow to the user. It shows exactly what it intends to do-for instance, “I want to move the deal stage and create a task assigned to you.” The rep reviews these proposed changes. Only after the rep approves the actions does the system proceed to update the CRM. This human-in-the-loop approach ensures control and accuracy, preventing any unintended changes. The system reads existing data, checks for staleness, and then executes the update. For the client, this system is estimated to recover roughly 10 hours per rep every month from data entry alone.
Your system, your control
Brothers Automation builds systems like this conversational CRM that integrate directly into your existing software. You own the code and the data. There are no ongoing license fees for the automation itself. The systems run on your chosen infrastructure, using the AI models you prefer, giving you full control over costs and capabilities. We focus on solving specific business problems with practical, reliable automation, letting your team focus on their core work.