Source: Unite.AI
Actively AI announced on November 10, 2026 that Zillow Rentals is rolling out proactive AI agents to more sales teams after a four-week pilot. The agents prioritize customer accounts and prepare daily actions for representatives, while Zillow’s internal AI and product team is using Actively’s APIs to build a broader Sales Hub.
Actively reported that A/B comparisons with sales groups outside the pilot showed meaningful increases in upgrades and churn prevention, that the deployment went live within a week of systems integration, and that representatives saw initial wins within 24 to 48 hours. It did not quantify the pilot gains.
Zillow Rentals, part of Zillow Group, operates a direct sales organization serving property-management companies across small and medium-sized businesses as well as mid-market, major-market and enterprise customers. The expansion follows a pilot in which the agents worked alongside representatives, continuously examining territories and prompting actions intended to move deals and customer relationships forward.
How the Agents Change Sales Work
Each representative can manage a territory of up to 200 property-management companies. Account information is spread across Salesforce, Databricks, conversational-intelligence tools, Slack, email and external signals, covering contracts, properties, performance and previous conversations. Generic AI copilots were already being used for meeting preparation and post-call follow-ups. Actively describes their limitation as a dependence on representatives to frame the right prompt and anticipate risks, leaving no system continuously mining a territory for the next action.
Actively’s account agents maintain live context and state for each customer across internal and external data. Every morning, a representative receives a shortlist of customers to prioritize, the reasons for those choices and a proposed next step, such as an email, an intervention for renewal risk or an upsell opportunity. The proposed action is teed up for the representative’s approval. For those recommendations, Actively reports approval and action rates of 80% or higher from persistent background agents that use go-to-market reasoning and are fine-tuned to Zillow’s context.
The shared account record also gives sales managers and representatives the same context for pipeline reviews. Managers can use it to spot execution gaps and collaborate 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.”
Sales Hub Brings Agent Memory Into Zillow’s Tools
Zillow’s internal AI and product team is extending Actively’s agent intelligence and memory through its APIs to build Sales Hub. The planned command center is intended to be where every seller and leader begins the day across acquisitions and existing customers. Kedar Kulkarni, lead product manager for Zillow’s AI go-to-market project, described Sales Hub as a critical bet and said Actively was helping Zillow accelerate its build.
Actively’s API documentation says the platform exposes per-account agent memory, decisions, strategy and next-best actions for use in internal tools, workflows and applications. Those outputs can be embedded in CRM views, Slack alerts, internal dashboards or custom applications. For Zillow, the practical distinction is where that intelligence appears: the same account context and recommendations can sit inside its own sales software, while the agents continue maintaining the underlying record.
The broader rollout now tests whether the pilot’s reported improvements in upgrades and churn prevention hold across more teams. The planned Sales Hub would also embed that shared account memory in Zillow’s own sales infrastructure, tying daily recommendations and management decisions to the same underlying context.
