Frame AI will add capabilities to pull insights from unstructured data in emails, calls, meetings and other conversations.
Today, HubSpot announced an agreement to acquire Frame AI, an AI-powered conversational intelligence company.
Frame AI’s conversational intelligence allows marketers to pull insights from unstructured data in emails, calls, meetings and other communications.
“While structured data has long been the foundation of CRM, unstructured data—like conversations—holds the key to deeper insights into customer sentiment, behavior, and intent,” said HubSpot CEO Yamini Rangan in a company release. “With Frame AI, we can bring these insights into the customer platform to help businesses grow smarter and faster.”
The terms of the deal weren’t disclosed. Upon its completion, Frame AI will become a wholly owned subsidiary of HubSpot.
Frame AI. Frame AI was founded in 2016 by George Davis, Robbie Mitchell, Jesse St. Charles and Brandon Reiss. Its conversational intelligence comes from development in natural language processing (NLP) and machine learning technologies.
The Frame AI team is expected to join HubSpot and integrate Frame AI’s technology directly into Breeze, HubSpot’s family of AI-powered tools, which works across the CRM.
Why we care. With HubSpot’s Copilot, which comes in many flavors for specific teams, the company has been a trailblazer in deploying AI technologies to help marketers navigate the CRM and carry out marketing and other functions (social media, sales, service).
The Frame AI acquisition helps power these marketing functions with more actionable data pulled from unstructured, overlooked clues in emails and other conversations. “It’s getting harder and harder every year to reach an audience,” said Nicholas Holland, HubSpot VP of product, GM of marketing portfolio this fall.
The post HubSpot to acquire conversational intelligence platform Frame AI appeared first on MarTech.
About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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