A CRM integration links the AI phone assistant to the customer-relationship system — usually HubSpot, Salesforce, Pipedrive, or a vertical CRM. After every call the contact, activity and note are created or updated automatically.
Mature integrations distinguish between pre-call lookup (caller is resolved against the CRM as the phone rings, greeting is personalised) and post-call sync (transcript, appointment, outcome is written back). Both directions need clear field mapping and consistent identification via phone or email.
What matters operationally: how the system handles duplicates, who owns a newly created contact, and how privacy rules (GDPR consent, retention periods) propagate. Without those guardrails you get a second data silo instead of an integration.