HubSpot to acquire conversational intelligence platform Frame AI

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.

Dig deeper: HubSpot unveils Breeze, its ‘complete AI solution”

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.