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Pipedrive launches Nova AI assistant to reduce CRM admin work and keep data current

Pipedrive has made Nova generally available, an AI assistant that briefs sales reps before calls, records meetings and proposes CRM updates for review, aiming to reduce admin work and keep data current.

AI News Feed · 2026-09-16 21:24

Founded in 2010, Pipedrive provides a CRM for growing sales teams, with visibility into customer and deal information. With Nova, salespeople can receive coaching before calls using deal history, emails and past conversations already stored in Pipedrive, so they know where previous interactions left off. During meetings, Nova records conversations, allowing representatives to focus on the customer instead of taking detailed notes. Afterward, the assistant generates a full transcript, highlights follow-ups and suggests CRM updates such as deal stage, value and expected close date.

Pipedrive said the salesperson can review, edit and approve anything Nova will put into the CRM before final changes are made. That process is meant to keep modifications accurate without manual entry or later catch-up.

“Everyone in this category is trying to build an autopilot, and I think that’s the wrong plane to be flying,” said Chief Product and Technology Officer Joe Futty. “What actually helps a rep isn’t more automation. It’s more confidence. Nova gets everything else out of their way so reps can spend that energy doing the one thing they’re actually paid to do: Sell.”

Pipedrive issued a report called “The Hidden Cost of Selling,” which said 71% of professionals spend at least 10 minutes preparing for every customer call by reviewing emails, CRM history and previous interactions. Nearly half, around 47%, said follow-ups or updates frequently took up to a day to complete. The same report found that only 23% of respondents were comfortable with AI-completed tasks without their review.

Snug Technology Ptd. Ltd., an Australian real estate technology company, piloted Nova before the launch. More than 73,000 property managers now use it to support more than 1.5 million renters, according to the company.

“Nova saves me at least half an hour to an hour per deal meeting in terms of note-taking, transcribing and follow-up action steps,” said Snug founder and Chief Executive Justin Butterworth. “The tool essentially triples the size and effectiveness of our sales team.”

The new AI assistant is available as a desktop app for recording or as a notetaker in Google Meet, Zoom and Microsoft Teams. Pipedrive said information technology teams retain full control over administrative user access controls, and there are user-controlled participant consent and notification settings for privacy.