Zillow expands proactive AI agents after four-week pilot

Zillow Rentals will expand proactive AI agents to more sales teams after a four-week pilot, Actively AI said on November 10, 2026.

Actively said the agents prioritize customer accounts and prepare daily actions for representatives. Actively also said Zillow’s internal AI and product team is using its APIs to build a broader Sales Hub.

Actively reported that A/B comparisons with sales groups outside the pilot produced meaningful increases in upgrades and churn prevention. It did not quantify those gains. The deployment went live within a week of systems integration, and representatives saw initial wins within 24 to 48 hours.

According to Actively, Zillow Rentals is part of Zillow Group and operates a direct sales organization. It serves property-management companies across small and medium-sized businesses, as well as mid-market, major-market and enterprise customers.

How do the agents change a sales day?

During the pilot, Actively said, the agents worked alongside representatives. They continuously examined territories and prompted actions intended to move deals and customer relationships forward.

Actively said each representative can manage a territory of up to 200 property-management companies. It also said account information is spread across Salesforce, Databricks, conversational-intelligence tools, Slack, email and external signals. Those records cover contracts, properties, performance and previous conversations.

Actively said Zillow already used generic AI copilots for meeting preparation and post-call follow-ups. It described their limitation as a dependence on representatives to frame the right prompt and anticipate risks. That approach left no system continuously mining a territory for the next action.

Actively’s agents function like a live sales task board. They maintain live context and state for each customer across internal and external data. Every morning, a representative receives a shortlist of customers, the reasons for those choices and a proposed next step, with the supporting context kept current by the system.

Actively said proposed actions include an email, an intervention for renewal risk or an upsell opportunity. The system prepares each action for the representative’s approval. Those persistent background agents use go-to-market reasoning and are fine-tuned to Zillow’s context; Actively reported approval and action rates of 80% or higher from them.

Actively said the shared account record gives managers and representatives the same context in pipeline reviews. Managers can spot execution gaps and work with representatives on coaching and territory actions.

Kelly McCauley, director of sales at Zillow Rentals, said: “Actively helps us sell smarter by spending less time on researching and more time having the right conversations that drive deals.”

What does Sales Hub add?

According to Actively, Zillow’s internal AI and product team is extending the company’s agent intelligence and memory through its APIs to build Sales Hub. Actively described the planned command center as the place where every seller and leader should begin the day, spanning acquisitions and existing customers.

Kedar Kulkarni, lead product manager for Zillow’s AI go-to-market project, described Sales Hub as a critical bet. He said Actively was helping Zillow accelerate the build.

Actively’s API documentation says the platform exposes per-account agent memory, decisions, strategy and next-best actions for internal tools, workflows and applications. The outputs can be embedded in four types of sales interfaces:

• CRM views
• Slack alerts
• Internal dashboards
• Custom applications

Actively said the practical distinction for Zillow is where the intelligence appears: the same account context and recommendations can appear inside its own sales software while Actively’s agents continue maintaining the underlying record for every customer.

Can the wider rollout reproduce the pilot gains?

Actively said the broader rollout now tests whether the pilot’s reported improvements in upgrades and churn prevention hold across more sales teams inside Zillow Rentals. The planned Sales Hub would also embed shared account memory in Zillow’s own sales infrastructure. That would tie daily recommendations and management decisions to the same underlying context.

The next proof point is whether more teams reproduce the reported upgrade and churn gains; Actively did not quantify the pilot results, leaving the expansion without a disclosed benchmark.