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Conversion is a practical implementation of the AI agent model within the marketing vertical. It moves beyond simple text generation to actual task execution, functioning as an agent that can interact with and manage existing enterprise software. In the agent ecosystem, they represent the 'action' layer that connects large language models to specific business outcomes.
They are particularly relevant to the ecosystem because they demonstrate how agents can be deployed without requiring a total overhaul of existing infrastructure. By acting as an orchestration layer for CRMs like HubSpot and Salesforce, Conversion shows a path for agentic adoption that prioritizes integration over replacement, a critical factor for the maturation of the AI agent market.
Conversion represents a shift in how AI is applied to enterprise marketing. While the first wave of AI startups focused on generative content—helping writers move past the blank page—Conversion is built for execution. Founded in 2020 by James Jiao and his co-founder, Tewari, the company emerged from the realization that even the most expensive CRM systems remain passive repositories of data. A marketing manager might have thousands of leads in HubSpot, but the labor of actually moving those leads through a funnel remains a manual process. Conversion addresses this by layering an intelligent automation engine directly on top of existing platforms.
The founders are UC Berkeley dropouts who experienced this friction firsthand while attempting to market their own previous ventures. This practical origin story is reflected in their product strategy: they do not ask customers to rip and replace their current tech stack. Instead, Conversion integrates with legacy tools like Salesforce Pardot and Adobe Marketo to provide the agentic workflows that these older systems cannot natively support. This approach bypasses the significant hurdle of data migration, which is often the primary reason large organizations hesitate to adopt new software. By acting as a wrapper, Conversion can deliver value on day one.
In July 2025, the company secured $28 million in Series A funding led by Abstract, with participation from True Ventures and HOF Capital. This capital influx marks a transition from a research-heavy startup to a scaling enterprise tool. The investment reflects a broader market trend where the value is shifting from LLM-based chatbots to agentic systems that can take actions across different software interfaces.
Conversion occupies a unique middle ground in the competitive marketing technology stack. On one side are the incumbents like Salesforce and HubSpot, which are currently rolling out their own AI features. However, these features are often limited to the vendor's own ecosystem. Conversion’s advantage lies in its flexibility to work across multiple tools. On the other side are AI-native platforms like Writer and Iterable, which are building modern stacks from the ground up. Conversion’s bet is that the majority of the enterprise market will not switch their CRM anytime soon, making an "orchestration layer" the more viable business model.
Their current focus includes automating product placement ads and outreach sequences. As marketing becomes increasingly data-rich and execution-heavy, the company's reliance on agentic principles—reasoning about a goal and then using tools to reach it—is likely to become the standard for the industry. James Jiao, acting as CTO, leads a technical team focused on ensuring these automations are reliable enough for high-stakes enterprise environments, moving the conversation from what AI can say to what AI can do.
Intelligent automation features that layer on top of HubSpot and other CRM platforms.
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