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How to Update Your CRM After Calls With AI

Published by 3Gen Internet Corporation, maker of OpenAssistant, Skej and AGNT. Comparisons use public documentation, without hands-on testing.

A telephone handset connected by a ribbon to a neat contact-file drawer, a fresh call-summary card sliding into the correct folder beside a checked follow-up task.

The steps below are taken from each vendor’s help pages. We have not run them.

To update your CRM after calls with AI, record the call, let the tool write the summary and suggest field updates, then approve or edit each change. The part worth getting right is control: which fields it may change on its own, and which it only suggests.

After a sales or support call, someone has to log what was said, update the deal, and set the next step. AI can now do most of that from the recording. If you want a general assistant rather than a CRM add-on, OpenAssistant (made by 3Gen, which publishes this site) lists HubSpot and Salesforce among its integrations, with Notion, Asana and others, and supports MCP for more. (OpenAssistant)

This guide covers three setups:

A word before you record anything: HubSpot’s docs tell you to check the call recording laws where you and your callers are, and say you are responsible for the legal basis for recording. (HubSpot, HubSpot)

Option 1: HubSpot (suggests updates, you approve)

What you need

Step 1: Turn on recording and transcription

  1. Click the settings icon in the top navigation bar.
  2. In the left sidebar, go to Calling > Call Setup, then the Call Configurations tab.
  3. Switch Call recording on. Without it, the Record button doesn’t appear.
  4. Transcription is on by default. If it’s off, a Super Admin can switch on Transcriptions and analysis.

(HubSpot)

By default, HubSpot AI links each call recording to the primary company of the people on it. With Pro or Enterprise, it can also link contacts, deals and tickets. If you’d rather link them yourself, switch off Automatically link calls to associated objects using HubSpot AI in the same tab. (HubSpot)

Step 2: Choose which fields AI may fill in

This is the setting that decides how much the AI changes on its own. A Super Admin sets it.

  1. In settings, under Data Management, click Data Capture.
  2. Select Use smart data capture.
  3. Pick an object type (for example deals), then add the properties you want filled in.
  4. For each property, tick Automated to accept AI suggestions without review, or leave it clear to review each one. Call outcome and Meeting outcome start as Automated.
  5. Click Save.

(HubSpot)

Our suggestion: leave deal stage, amount and close date on manual review until you’ve checked a few weeks of suggestions.

Step 3: After each call, review and approve

  1. Go to CRM > Calls (or CRM > Meetings) and open the record. Or, on a contact or deal, click Activities, then Review recording & follow up.
  2. Read the AI summary. It covers the call’s purpose, key points, decisions, sentiment and next steps. You can switch the template from the Auto dropdown, for example to Sales Rep.
  3. Under Update CRM properties, hover Source to see the moment in the call behind each suggestion, then approve, reject, or edit and approve.
  4. Under Review action items, click Create task on an item, or Save as one task to combine several.
  5. Optionally click Generate follow-up email, edit the draft, click Insert, then Send.

(HubSpot, HubSpot)

To clear a backlog across deals, go to CRM > Deals, click the three-dots icon, and choose Review [X] data suggestions. The review page has an Approve all button. HubSpot also emails you when updates are ready, with the subject “CRM updates from [call title] are ready for approval.” (HubSpot)

Limits: field suggestions appear only for recordings of at least 60 seconds with at least two speakers, and not for voicemails. Action items need at least 30 seconds. (HubSpot)

HubSpot’s two help pages disagree on whether you can edit the AI summary itself. If you can’t edit it, add your corrections in Notes.

Option 2: Salesforce (summary on every call record)

What you need

Call summaries and generative insights run in Lightning Experience on Enterprise, Performance, Unlimited and Agentforce 1 Sales Editions with Einstein Conversation Insights. Einstein Conversation Insights and Einstein Generative AI both have to be on. (Salesforce) Salesforce’s considerations page lists GPT-4o as the model and says OpenAI model access must be turned on. (Salesforce)

This is admin work, needing Customize Application, View Setup and Modify All Data permissions. If you’re a rep, send these steps to your Salesforce admin. Salesforce says the feature doesn’t use AI credits if your org has an Agentforce add-on or Agentforce 1 Edition; otherwise credits may apply. (Salesforce)

Admin steps

  1. Turn on Einstein Generative AI from the Einstein Generative AI Setup page in Setup, if it isn’t on already. (Salesforce)
  2. Turn on Conversation Insights. In Setup, type “Einstein Conversation Insights” in Quick Find, select General Settings, and turn on Conversation Insights. (Salesforce)
  3. Connect your call or video recording provider to Einstein Conversation Insights. Salesforce’s setup section has separate “Connect Video Recording Providers” and “Connect Voice Recording Providers” pages; follow the one for your provider. Without a connected provider, there are no calls to summarize.
  4. Give people access. In Setup, open Permission Sets, choose the Conversation Insights set that fits your license, and click Manage Assignments. Calls made before someone has the permission set aren’t processed. (Salesforce)
  5. Turn on the AI summaries. From the Setup dropdown, select Salesforce Go, open the Einstein Conversation Insights feature, and in Unlock Advanced Functionality with Generative AI, turn on Generative ECI. Summaries then process automatically for all calls it covers. (Salesforce)
  6. Show the summary on records. If it isn’t already there, on a voice or video call record page click Edit Page, add the Call Summary tab (and Generative Insights if you use it), and save. On opportunities, accounts, leads or contacts, add the Call Summary List View component (Salesforce also calls it the Call Summary Related List). (Salesforce)

Rep steps

  1. Open the call record and the Summary tab. It shows the summary, the customer’s impression and next steps.
  2. Click Edit to correct it.
  3. On the opportunity or account, the call summaries list shows every call for that record.

(Salesforce)

What it doesn’t do (per the help docs): Salesforce’s product page says Agentforce can use call data to “automatically update key fields,” such as next steps and deal stage. (Salesforce) The help articles cited here give no setup steps for that, so none are shown. What the help docs do describe is a flow template, “Post Call Recap Emails,” that admins can customize, and a warning that transcripts “can take hours” to be ready. (Salesforce)

Option 3: Fireflies into HubSpot (notetaker that fills the CRM)

Fireflies joins your meetings, transcribes them, and can push the results into HubSpot. Plan notes: saving full transcripts needs Pro or higher, filter rules need Business or higher, and Autofill CRM (AI-filled fields) is on Business and Enterprise, using 1 AI credit per meeting. (Fireflies, Fireflies)

Connect and set what gets logged

  1. In Fireflies, open Integrations, search for HubSpot, click it, then Connect. Sign in to HubSpot, review the permissions, tick the confirmation box, and click Connect app.
  2. Under Action, select Send meeting data to HubSpot and click Continue.
  3. Choose where notes go. If you don’t want new records created, leave Create meeting participants as Leads off and turn on Only log meeting data if contact/lead already exists in CRM.
  4. Optionally pick a Deal pipeline and Deal stage so Fireflies logs notes to matching deals in that stage (it doesn’t change the stage; both must already exist in HubSpot), and turn on Create tasks from meeting action items.
  5. Use Create Sample Data in HubSpot to send a test, check it in HubSpot, then Continue and Save.

(Fireflies)

Once saved, notes and tasks push automatically after each meeting.

Let AI fill fields, with review

  1. On the HubSpot integration page, under CRM Autofill, click Setup Autofill.
  2. Choose which records to update: Contacts, Company, Deals.
  3. Check the suggested fields, and set each one to Append or Overwrite. Add your own with Add Field, Custom Field, and a short instruction under Define insight to autofill.
  4. Click Save Configuration.
  5. After a meeting, open it from Meetings and click Review on the Autofill CRM banner. Edit or untick fields, click Save and Next for each record type, then Autofill to send.

Fireflies says nothing goes to HubSpot from Autofill until you review and approve it. By default Autofill only runs on external meetings, so an internal call shows nothing. (Fireflies)

Fireflies’ help page is unclear on transcripts: one section says the full transcript isn’t pushed to HubSpot, only a link, while the setup screen offers Save meeting transcripts on Pro and above. (Fireflies)

Which one to use

HubSpot Salesforce ECI Fireflies to HubSpot
Writes a call summary Yes Yes, Summary tab Yes, as a HubSpot note
Suggests field updates Yes, per-property auto or review Not stated Yes, Autofill CRM with review
Creates tasks Yes, from action items Not stated Yes, optional
Who sets it up Admin for settings, rep reviews Salesforce admin Fireflies user with HubSpot app permission
Plan needed for AI summary Calls: Sales or Service Hub Pro or Enterprise. Video meetings (Notetaker): Starter or above Enterprise edition or above with ECI Fireflies Business or Enterprise for Autofill

(Sources linked above)

If you’re on HubSpot, start with HubSpot’s own tools: the per-property Automated setting is the clearest control of the three, and on Starter the Notetaker already covers Zoom, Meet and Teams meetings. Fireflies is the option if you aren’t on a paid HubSpot Sales or Service Hub, or you prefer its Autofill review flow. On Salesforce, ECI gives reps a summary on every call, but the cited docs don’t show it changing fields for you.

Check it yourself

This section is advice for you. We have not run these checks.

Write a short script for a mock sales call with five facts in it: budget, decision maker, timeline, one objection, and an agreed next step with a date. Run it as a real call in your tool and check:

  1. Each fact appears correctly in the summary.
  2. Every suggested field change is right, and nothing changed that you didn’t approve.
  3. The next step became a task with the right date.

FAQ

Can AI update my CRM automatically?

HubSpot can fill fields automatically for properties you tick as Automated, and Fireflies can fill HubSpot fields after you review and approve them. Salesforce’s cited help docs describe a call summary on the record, not automatic field changes.

How do I keep AI from changing important fields?

In HubSpot’s smart data capture, leave the Automated box clear so you review each suggestion. This guide suggests leaving deal stage, amount and close date on manual review at first.

What plan do I need?

HubSpot call summaries need a Sales Hub or Service Hub Professional or Enterprise subscription, while its Notetaker for video meetings also works on Starter with a Core seat. Salesforce needs Enterprise edition or above with Einstein Conversation Insights. Fireflies Autofill CRM is on Business and Enterprise.

Do I need to tell people I am recording?

HubSpot’s docs tell you to check the call recording laws where you and your callers are, and say you are responsible for the legal basis for recording.

Why does an internal call show nothing in Fireflies Autofill?

By default Autofill only runs on external meetings.

Try OpenAssistant

If you want an assistant that connects to your CRM and also handles your calendar and follow-ups, Try OpenAssistant. See plans on the pricing page.

Sources