How to Build an AI Sales Assistant Across Salesforce, HubSpot, and Slack with a Unified API
October 21, 2025
AI sales assistants are transforming how teams engage prospects and manage pipeline. But behind every 'AI rep' is a tangle of integrations — CRM, email, chat, calendar, enrichment, and AI model connections — that are complex to build and maintain.
Unified.to streamlines this by providing a single API for ingesting customer data, conversing across channels, scheduling meetings, and updating CRM records. Your product can qualify leads, answer questions, and create opportunities — without building per-vendor connectors or syncing data manually.
When to Use an AI Sales Assistant
With a unified API, you can:
- Qualify inbound leads or run outbound sequences autonomously.
- Answer account or product questions using live connected data.
- Capture notes, next steps, and meeting details automatically after each interaction.
- Create or update CRM records like Deals, Tasks, and Events directly from conversations.
Unified Objects & Key Entities
Unified.to normalizes the data models required to power conversational sales workflows:
| Domain | Object | Purpose |
|---|---|---|
| CRM | Company / Account, Contact, Deal / Opportunity, Event / Note / Task | Read customer and pipeline context, write back summaries and actions, or create new deals. |
| Messaging | Thread, Message, Attachment | Converse with customers or ingest past message history for context. |
| Calendar | Event | Book meetings, demos, or callbacks with attendees automatically. |
| Enrichment (optional) | Enrichment Request / Result | Append firmographic or contact context to improve routing and qualification. |
| GenAI | Prompt / Response | Generate responses, summarize conversations, and plan next steps. |
Supported Channels & Systems
Unified.to connects the entire sales engagement stack through one API surface:
- CRM (38+ integrations): Salesforce, HubSpot, Pipedrive, Zoho CRM, Close, Copper, and others.
→ Explore CRM integrations - Messaging (12+ integrations): Gmail, Outlook, Slack, Microsoft Teams, and other communication channels for real-time conversations and thread ingestion.
→ Explore Messaging integrations - Calendar (19+ integrations): Google Calendar, Microsoft Outlook/Teams, and additional meeting systems for booking demos, follow-ups, and reminders.
→ Explore Calendar integrations - GenAI (11+ model providers): Unified GenAI supports OpenAI (GPT-4/3.5), Anthropic Claude, Google Gemini, Mistral, Groq, and others for conversation generation, summarization, and reasoning.
→ Explore GenAI integrations
Data Flow for an AI Sales Assistant
- Connect — The customer authorizes CRM, messaging, calendar, and GenAI providers via Unified Connect. Each returns a
connection_idfor secure, real-time access. - Ingest Context — Unified fetches recent CRM records, messages, and conversation history so the assistant has complete context before replying.
- Engage — The AI assistant responds natively via connected messaging channels (email, Slack, Teams), referencing CRM and enrichment data as needed.
- Sync Results — Unified writes summaries, action items, and next steps back to the CRM as Notes, Tasks, or Events — optionally creating or advancing Deals.
- Schedule Meetings — The assistant offers calendar slots, creates events, and sends meeting invites using Unified's Calendar API.
- Stay Updated — Unified's webhooks keep CRM and messaging state in sync, ensuring conversations, deals, and follow-ups are always current.
This flow creates a continuous loop between customer communication, CRM data, and AI reasoning — all managed through a single integration layer.
Why Product Teams Choose Unified.to
For PMs and engineers building conversational sales or GTM automation tools:
- Build once, connect everywhere — one API handles CRM, messaging, calendar, and AI.
- Consistent data model — normalized schemas simplify logic for deals, messages, and follow-ups.
- Real-time sync — webhook-driven updates keep CRM records and AI context current.
- AI-ready foundation — plug in any GenAI model through Unified GenAI without re-architecting.
Deliver AI sales experiences that qualify, engage, and convert — powered by live data, not static syncs.
Start your free 30-day trial or book a demo to see how Unified.to accelerates AI-driven sales development.