An AI CRM is a CRM where AI does work people used to do by hand: logging calls and emails, updating deals and answering questions about your pipeline. AI CRMs differ in where that AI lives: inside the CRM’s own app, in your own AI assistant through MCP, or in an AI-native CRM built around the assistant from the start.
One line to the assistant about a call. The CRM fills in the company, the contact, the deal, the call and the follow-up, and each change waits for a person’s approval before it is saved.
Be careful with AI scores and risk labels you can’t trace back to data. A good AI CRM shows what each suggestion is based on: the email, the meeting or the call.
An assistant or agents built into a CRM you already use. You still work in the CRM’s app, and some vendors meter AI use with credits: HubSpot’s plans include a monthly allowance of HubSpot Credits, and Attio’s include seat and workspace credits.
The CRM runs an MCP server, so Claude or ChatGPT can search and update it. It adds assistant access to a product built around its own web app; what the assistant may change, and whether it asks first, varies.
Built for the assistant to do the admin: activity flows in from email, calendar and calls, the assistant proposes updates, and people approve them.
More on the second and third kinds: What is an MCP CRM? →
An AI-native CRM is designed for AI to do the CRM work, rather than for people typing into forms with AI added later. It is sometimes called an AI-first CRM.
In practice that means the record fills itself in from email, calendar and calls; your assistant can do every core job, not only answer questions; and because the AI writes to the record, every change it proposes is reviewable and kept in a history.
| CRM | Works from Claude | Works from ChatGPT | Assistant can write, not just read | Approval step before changes are saved | Pricing model |
|---|---|---|---|---|---|
| Capable | Yes | Yes | Yes | YesField by field | $29 a month per workspace plus $0.49 per active account. Unlimited seats. Prospects are free. |
| HubSpot | Yes | Yes | Yes | Not stated | Per seat, per month |
| Attio | Yes | Yes | Yes | YesPer action, in the assistant | Per user, per month |
| Pipedrive | YesIn beta | YesIn beta | Yes | Not stated | Per seat, per month |
| Salesforce | YesOn Enterprise Edition and above | YesOn Enterprise Edition and above | Yes | Not stated | Per user, per month |
| Close | Yes | Yes | Yes | ||
| Clarify | Yes | Yes | Yes | Unlimited users; AI features use credits | |
| Breakcold | Yes | Yes | |||
| folk | Yes | YesIn developer mode | Yes | Per user, per month | |
| Day AI | Yes | Yes |
The same rows as our full comparison, checked October 2026 against each company’s own product, help and pricing pages. “Not stated” means we found no public statement either way; a blank cell means we haven’t verified it on the vendor’s own site yet. See the full comparison of CRMs for Claude and ChatGPT →
On pricing: what a CRM without per-seat pricing costs a small team →
Capable is an AI-native CRM. One MCP connection with 66 tools, each built around a whole job, is the main way to use it; the web app is there for reading and quick fixes. It costs $29 a month per workspace plus $0.49 per active account, with unlimited seats.
Built to be run from Claude or ChatGPT: activity comes in from email, calendar and calls, the assistant proposes updates, and you approve them field by field.
$29 a month per workspace plus $0.49 per active account. Unlimited seats.
See pricing →A flexible CRM built around its own web app, with Ask Attio and AI agents inside it and an MCP server for Claude and ChatGPT that asks for confirmation before each change.
Free for up to 3 seats, then from $35 per user a month, billed annually.
Capable vs Attio →Calls itself “the zero-click CRM”: an AI-powered platform that aims to automate everything from data entry to finding your next customer.
zero.inc ↗It depends on where your team works and what you want the AI to do. If you want your assistant to do the CRM updates, with your approval and without per-seat pricing, Capable is built for that. If you also need marketing tools in the same product, look at HubSpot; if your team mostly works in the CRM’s own app, look at Attio.
A CRM designed for AI to do the CRM work, rather than one built for typing with AI features added later. The record fills itself in from email, calendar and calls, the assistant can do every core job, and its changes are reviewed before they are saved. Capable is an AI-native CRM.
No. An MCP CRM is one kind of AI CRM: one that AI assistants like Claude and ChatGPT can connect to through the Model Context Protocol. Other AI CRMs keep their AI inside their own app.
Many can. Some save changes straight away, some ask before each action. In Capable, nothing the assistant infers is saved until you approve it, field by field, and every change is kept in the audit history.
Some do, with credits or AI add-ons on top of per-seat prices. Capable doesn’t charge per AI action: your assistant runs on your own Claude or ChatGPT plan, and Capable bills $29 a month per workspace plus $0.49 per active account. Call recording hours are the one metered part.
No. Capable works in its own web app. To run it from your assistant, you need a Claude or ChatGPT plan that supports connectors. You can try it for 14 days without a card.
Capable keeps the record. You approve what changes.
No card needed. Or talk to us first.