AI Agents - How to Communicate with CRM via Broadcast

How to execute CRM automations from a broadcast sent by the AI Agent.

Configuring the Run Automations skill

To communicate with the CRM via the AI Agent, it is necessary to enable the skill and configure a new Agent Automation.

Automations with broadcast are formed by a pair: one automation that sends and another that receives. It is a way of communication between two parts of the system that normally do not interact directly — such as the service context and the CRM, since the same lead can have multiple associated services and opportunities. For this automation to work correctly, some elements are essential:

• Agent Condition: Clearly define the criteria based on lead fields or message content. For example: when the lead says they are interested in a special promotion.

• Agent Action: The automation must include the action "Send Broadcast". When this action is executed, a broadcast with the defined term will be sent through the lead.

Below is an example of how to send this signal to the CRM:

Creating an automation in the CRM

A Funnel Automation will be created that will check all open opportunities. If a lead with an active opportunity in the CRM receives the broadcast, its stage will be updated automatically.

As a trigger, "Broadcast received", will be used and as an action, "Change the opportunity funnel/stage".

Testing automations

To verify if the automation is working correctly, you can check the history of the lead and the opportunity. You will be able to confirm whether the actions were executed as expected or if any error occurred during the process.

Service within SAC 360.

Activity History, within Lead Full Data.

Opportunity within the CRM.