Pipedrive rolls out Nova AI meeting tool worldwide

Pipedrive has made its Nova AI meeting intelligence tool generally available worldwide. Built into the company's CRM platform, it is included in all plans at no extra cost.

Nova is designed to handle meeting-related sales administration across Google Meet, Zoom and Microsoft Teams. It provides pre-call briefings based on information already logged in Pipedrive, records and transcribes conversations, and drafts CRM updates for sales staff to review before they are added to the system.

The launch puts Pipedrive more directly in the market for AI tools aimed at reducing the time sales teams spend on preparation, note-taking and follow-up work. Nova can capture meetings either through a desktop application or through a visible notetaker bot in supported video platforms.

The product includes governance settings for administrators, along with user controls for participant notifications and consent. That reflects broader business concerns over how AI systems handle customer conversations and whether automated suggestions should be applied without human approval.

Pipedrive's own research suggests a large share of sales time is spent away from direct revenue generation. According to its 2026 CRM Trends Report, based on a survey of 1,000 sales and marketing professionals, 42% spend at least 40% of their working day on tasks that do not directly generate revenue, while only 11% said actively closing deals was among their most frequent weekly activities.

Separate findings cited by Pipedrive suggest customer calls are a particular source of administrative effort. It found that 71% of professionals spend at least 10 minutes preparing for each customer call by reviewing emails, CRM history and previous interactions, while 47% said follow-ups or CRM updates frequently take more than 24 hours to complete.

Early user

Australian property technology company Snug was among the customers that tested Nova ahead of the wider rollout. The business said the software is used by more than 73,000 property managers and 1.5 million renters across Australia.

Snug said Nova has reduced the administrative load on its six-person sales team. It estimated that the tool saves between 30 minutes and one hour for each sales meeting.

"Nova saves me at least half an hour to an hour per deal meeting in terms of note-taking, transcribing and follow-up action steps," said Justin Butterworth, Founder and CEO of Snug.

"The tool essentially triples the size and effectiveness of our sales team. We're not having to do all of the manual sales administration, preparation, follow-up. We're getting a second set of eyes and intelligence on every conversation," Butterworth said.

Human review

A central feature of Nova is that it does not write changes directly into deal records without approval. Instead, it suggests updates such as deal stage, value and expected close date, leaving sales staff to review, edit and approve each change.

That approach appears intended to address user unease about handing full control to AI systems. In Pipedrive's research, only 23% of respondents said they would be very comfortable with AI completing tasks automatically without review, while 43% said the AI function they most wanted was help drafting emails, summaries and notes that they could check before sending or saving.

Pipedrive positioned Nova as a support tool rather than a substitute decision-maker. The software gathers existing deal history, emails and prior conversations where that material is already available in Pipedrive, then presents that information before a meeting so salespeople can pick up where earlier discussions ended.

During calls, Nova records the conversation so users can focus on the customer rather than writing notes. After the meeting, it produces a transcript, a summary, a list of next steps and draft CRM entries tied to the sales pipeline.

Pipedrive's leadership said the product was built to remove surrounding tasks rather than replace sales judgment. "Everyone in this category is trying to build an autopilot, and I think that's the wrong plane to be flying. What actually helps a rep isn't more automation. It's more confidence. Nova gets everything else out of their way so reps can spend that energy doing the one thing they're actually paid to do: sell. That's what we built Nova to do," said Joe Futty, Chief Product and Technology Officer at Pipedrive.

Pipedrive was founded in 2010 and said more than 105,000 companies in over 180 countries use its CRM software. Nova is now part of that broader product offering, with meeting capture available through desktop recording or through a visible participant in Google Meet, Zoom and Microsoft Teams.