People.ai links SalesAI to MCP for trusted CRM data

People.ai has added a Model Context Protocol (MCP) integration to its SalesAI Platform, connecting third-party AI agents to the company's revenue intelligence data layer.

The integration links tools such as Claude, Microsoft Copilot, ChatGPT and custom agents to People.ai's Answer Platform. Users can query revenue data inside their existing AI workflows instead of switching to a separate system.

People.ai says the move addresses data quality problems in sales systems, where revenue teams often rely on incomplete or inaccurate customer information when using AI assistants for pipeline forecasting and deal work.

An often-cited industry estimate suggests 80% of CRM data is inaccurate. Errors at that scale can distort forecasts, deal prioritisation and the identification of revenue risk, and increase the likelihood that AI-generated outputs sound authoritative despite weak underlying information.

Structured and unstructured

The Answer Platform combines structured CRM records with unstructured activity data, including customer conversations, emails, meetings and engagement patterns.

People.ai captures revenue activity across emails, meetings, chats, LinkedIn interactions and call transcripts, and ingests structured fields such as opportunity stages, close dates and account values.

It uses matching technology to link unstructured activity to structured CRM records across accounts, opportunities, contacts and leads, and filters out sensitive content while preserving business context.

The platform also enriches contact records with buying power, persona data and historical win rates, helping AI agents assess who is involved in a deal and what is being communicated during sales engagements.

Workflow integration

MCP has emerged as a way for AI tools to pull context from external systems. In this case, it lets AI agents access People.ai's data layer without forcing users to leave their current interface.

Revenue teams can ask questions inside their preferred AI tool rather than logging into a separate dashboard, and rely less on what sales staff manually enter into CRM.

Many sales organisations have adopted activity capture tools over the past decade, but People.ai argues some rely on basic email and domain matching. It says its approach associates activity with the correct CRM records while filtering sensitive content.

Andrew Brown, Senior Vice President and Chief Revenue Officer at Red Hat, said the MCP integration aligns with the company's direction.

"At Red Hat, we've always believed in the power of open source and have remained firmly committed to innovating in the open. We are currently orchestrating a company-wide shift to become an AI-enabled enterprise, channeling our open source culture to better capture and share the specialized knowledge of our teams. People.ai's open architecture and use of the Model Context Protocol (MCP) fits perfectly with this vision, moving us beyond isolated point solutions toward a truly composable AI infrastructure and helping our sales teams improve win rates by more than 50 percent."

AI agents and risk

Interest in AI agents has increased across enterprise software. Gartner has predicted that 33% of enterprise software will include agentic AI by 2028, according to People.ai.

In sales operations, teams increasingly ask AI assistants to highlight risk, flag stalled deals and suggest next steps. Those tasks depend on complete customer activity data, which often sits outside CRM in emails, meetings and messaging tools.

Jason Ambrose, Chief Executive Officer at People.ai, said the focus is on delivering answers inside the tools revenue teams already use.

"Without both structured and unstructured data working together, AI provides answers that are disconnected from reality. Revenue teams don't need more dashboards to check. They need complete answers they can trust at the moment business decisions are made. Our Answer Platform eliminates friction for our customers by bringing the most comprehensive and accurate activity intelligence to wherever revenue teams already work, whether that's Claude, Copilot, Slack and/or custom internal agents."

The Answer Platform is available to existing customers at no additional cost. The MCP integration lets teams connect external AI agents directly to People.ai's data layer as AI-driven workflow tools become more widely used across revenue organisations.