Pipedrive on Sept. 16 made Nova, an AI meeting intelligence tool, generally available to the more than 105,000 companies using its CRM across 180-plus countries, folded into all four tiers at no extra cost. Lite runs $14 per user monthly on annual billing, Growth $39, Premium $59 and Ultimate $79.

Nova pulls context from deal history, emails and prior conversations logged in Pipedrive to produce pre-call briefs, records via desktop app or a visible notetaker in Google Meet, Zoom and Microsoft Teams, and drafts post-meeting CRM updates. Every suggested change requires user review. It runs inside Pipedrive’s own infrastructure, so there’s no second AI app to deploy.

That last detail is the strategic point. Chief product and technology officer Joe Futty is explicit about the positioning. “Everyone in this category is trying to build an autopilot, and I think that’s the wrong plane to be flying,” he said. “What actually helps a rep isn’t more automation. It’s more confidence.”

Pipedrive’s own 2026 CRM Trends Report, a survey of 1,000 sales and marketing professionals, and a companion paper, “The Hidden Cost of Selling,” scaffold the pitch: 42 percent spend at least 40 percent of the day on non-revenue tasks, only 11 percent count closing among their most frequent weekly activities, 71 percent prep at least 10 minutes per call, and 47 percent say follow-ups or CRM updates frequently take more than 24 hours. Just 23 percent are very comfortable letting AI act without review; 43 percent want drafted emails, summaries and notes they can approve.

Justin Butterworth, founder and chief executive of Snug, the Australian proptech serving more than 73,000 property managers and 1.5 million renters, piloted Nova with a six-person team. “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,” he said, adding that “the tool essentially triples the size and effectiveness of our sales team.”

Pipedrive was founded in 2010 and is majority-owned by Vista Equity Partners. Bundling Nova removes the procurement step that usually gates AI meeting tools at small B2B teams, a friction echoed in broader sales and marketing AI adoption trends. Uptake at scale isn’t yet reported.

Sources