AI Call Analysis in Bitrix24: Transcription, Quality Scoring, and Sales Coaching

How CoPilot Analyses Calls in Bitrix24 (Alaio)

Bitrix24's CoPilot analyses calls directly within CRM deal and lead records - no external integrations required. It runs two core workflows: call processing (transcription, summary, and field population) and voice analytics with a quality score and coaching recommendations.

The call analysis module in Bitrix24 is built into CoPilot - the platform's native artificial intelligence layer. Unlike third-party speech analytics tools that require complex integrations, CoPilot works directly on recordings already stored in deal and lead records inside the CRM.

The main workflow covers two scenarios that can be used independently or together:

1. Call processing in the CRM - transcription, summary, and field population
2. AI-powered voice analytics - transcription, recommendations, and quality score

Data flows from the call recording through to the CRM record and the manager's dashboard:

flowchart TD
    A[Call ended] --> B[Recording saved in Bitrix24]
    B --> C{CoPilot enabled?}
    C -->|Yes - automatic with boosts| D[Dialogue transcription]
    C -->|No - manual| E[Manager starts analysis in record]
    E --> D
    D --> F[Call summary]
    D --> G[Automatic CRM field population]
    D --> H[Script adherence score]
    F --> I[Lead / deal record updated]
    G --> I
    H --> J[Overall seller rating]
    J --> K[Manager coaching dashboard]

With telephony integrated into Bitrix24, every call - whether from a virtual operator number or an extension linked to a cloud PBX - is automatically logged with its duration, direction (inbound or outbound), and a link to the associated contact or lead record.

Transcription, Summary, and Automatic Field Population

Processing a call through CoPilot consumes 3 requests in total, running in sequence: dialogue transcription with speaker identification, summary generation as a paragraph, and automatic population of record fields based on what the customer said during the conversation.

When call processing is triggered, CoPilot executes three actions in sequence:

Automatic field population works intelligently: CoPilot correlates what the customer said during the conversation with the available fields in the record. For example, if a "Region" field has options such as "Abu Dhabi" and "Dubai," and the customer mentions their area, CoPilot selects the matching option. For this mapping to work accurately, field names must be self-explanatory - fields with internal abbreviations or technical labels reduce the precision of automatic population.

This set of automations eliminates the most time-consuming part of post-call work: sales reps no longer need to manually summarise the conversation or update the record field by field after every call.

Sales Script Adherence Score

CoPilot assigns a percentage adherence score per call and accumulates an overall rating per sales rep. Continuous, automatic evaluation requires the purchase of additional request packages (boosts) - without them, analysis must be started manually, one record at a time.

Quality evaluation goes beyond transcription. CoPilot can verify whether the sales rep followed the script registered in the platform and assign a percentage score per call. For this to work:

• The sales script must be registered in Bitrix24
• When a script is created or edited, CoPilot automatically extracts the evaluation criteria (1 request)
• Each call receives an individual adherence percentage
• The system accumulates an overall rating per sales rep, based on the history of evaluated calls

This allows a sales leader to identify patterns quickly: a rep may have a high conversion rate but low script adherence - or the reverse. Both scenarios generate different coaching insights.

Important note: continuous automatic call evaluation against a script is only available when the organisation purchases additional request packages (referred to as boosts in Bitrix24). Without them, quality analysis must be initiated manually, record by record, by either the sales rep or the manager.

If both scenarios - call processing and voice analytics - are used together on the same call, the total consumption is 4 requests: transcription, summary, field population, and quality score.

AI-Generated Coaching and Recommendations

The voice analytics module generates practical, per-call recommendations - such as unaddressed objections and skipped script steps - each consuming 1 request. This allows managers to replace random recording reviews with a ranked, evidence-based adherence report for structured feedback.

Beyond the score, the voice analytics module generates practical recommendations for the sales rep: what was not said, which objection was left unaddressed, and which script step was skipped. Each recommendation generated within an automated workflow consumes 1 request.

For the sales manager, this significantly changes how coaching is delivered:

• Before: listening to random recordings, taking notes, scheduling individual meetings
• With CoPilot: receiving a script adherence ranking by sales rep, filtering calls with the lowest scores, and opening feedback sessions backed by objective evidence

Coaching shifts from being episodic to data-driven. In typical implementation projects, teams that activate this feature are able to run structured weekly feedback cycles without increasing the manager's administrative workload.

For companies already using Bitrix24 with an active sales CRM, completing the onboarding and process discovery step before enabling call analysis ensures that scripts and CRM fields are properly aligned - maximising CoPilot's accuracy.

Advanced Quality Control: Automations and Customisations

In larger teams, AI call analysis can be combined with custom automations via webhooks. One documented use case automatically detects calls longer than 120 seconds with no pipeline progression and creates evaluation records in the Quality team's queue.

In projects involving larger sales teams or call centres, AI call analysis can be combined with custom automations for more rigorous quality control.

One use case documented in our projects is the automatic detection of long calls with no pipeline progression. The logic works as follows:

1. The call ends and the telephony system logs the duration in Bitrix24
2. If the duration exceeds 120 seconds, a 15-minute timer is activated - giving the sales rep time to update the record manually
3. After 15 minutes, the system checks whether the lead record has advanced to a new stage
4. If the lead remains at the initial stage (or has been marked as "unqualified" despite a lengthy conversation), the system automatically creates an evaluation record in the Quality team's queue
5. The record includes: the sales rep's name, a link to the record, the date and call duration, and the audio recording

This mechanism identifies situations where the rep had a productive conversation but did not log the progression - whether due to oversight or an attempt to conceal a lead's qualification status. The Quality team receives the alert and can either listen to the recording or trigger CoPilot's transcription to review what was said.

This type of customisation is developed as a local application that communicates with Bitrix24 via webhooks and with the integrated telephony platform. The full implementation of this module is typically planned during the second configuration stage, once the core CRM structure is operational.

Request Consumption and Costs

The standard on-premise plan for 100 users includes 100 monthly requests at no additional cost. These expire at the end of each month and do not roll over. Processing a full call with a quality score consumes up to 4 requests, and additional boost packages replace - not supplement - the included free requests.

CoPilot operates on a request-based system. The standard on-premise (local installation) plan for 100 users includes 100 requests per month at no additional cost. Requests are renewed on the first day of each month, and any unused requests expire - there is no rollover.

Consumption by feature:

For teams that process a high volume of calls daily, the 100 included monthly requests are exhausted quickly. In these cases, additional request packages (boosts) can be purchased. When an annual boost package is purchased, the monthly free requests are replaced by the paid package - the two do not stack.

Practical tip: before enabling automatic analysis on all calls, identify which funnel stages have the greatest impact on commercial outcomes and concentrate requests on those calls. An initial qualification call, for example, typically offers more analytical value than a post-sale support call.

When AI Call Analysis Delivers the Most Value

CoPilot's AI call analysis delivers the greatest value in five specific contexts: teams with a defined script, teams of more than 5 sales reps, high staff turnover, long sales cycles, and call centres with automatic dialling - where volume makes manual listening impractical.

The feature delivers the most value in specific contexts:

• Teams with a defined sales script: without a registered script, the adherence score has no basis for comparison
• Teams of more than 5 sales reps: beyond this size, managers can no longer listen to calls individually on a regular basis
• High sales rep turnover: new team members need fast, structured feedback
• Funnels with long sales cycles: analysis of the initial qualification call has a significant impact on the final outcome
• Call centres running automatic dialling campaigns: where call volume makes manual listening impractical

Companies migrating from another platform to Bitrix24 - whether from HubSpot or Salesforce - frequently find that native call analysis removes the need to purchase a separate speech analytics tool, reducing the total cost of their commercial technology stack.

For managers evaluating Bitrix24 against competing platforms, it is worth comparing not only licence pricing, but also the cost and complexity of integrating AI call analysis in other systems - a criterion covered in detail in the Bitrix24 vs HubSpot comparison.