AI Agents - How to Communicate with CRM via Broadcast

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

Setting up the Run Automations skill

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

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

• Agent Condition: Clearly define the criteria based on the lead fields or the content of the messages. 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 will be sent with the term defined through the lead.

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

Creating a CRM automation

A Pipeline 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 the trigger, "Broadcast received", and as the action, "Change the opportunity pipeline/stage".

Testing automations

To verify whether the automation is working correctly, it is possible to check the lead and opportunity history. You will be able to confirm whether the actions were executed as expected or whether an error occurred during the process.

Support within SAC 360.

Activity History, within the Lead's Full Data.

Opportunity within the CRM.