At Elevate 2025, monday.com tried hard to position itself as a front-runner in enterprise AI at a moment when many software companies are being overshadowed by the wave of AI-native competitors. The company unveiled a broad set of AI-first features aimed not just at managing workflows but at executing them, signaling that it wants to be seen as more than just a productivity platform—it wants to be a digital workforce provider.
The centerpiece of the announcements was the debut of monday agents, no-code AI-powered specialists designed to move beyond task support and instead carry out processes end-to-end. By framing these agents as customizable, intuitive, and deeply tied to existing workflows, monday.com is making the case that AI can be democratized across entire organizations, not just the domain of technical teams. The first live application in sales development demonstrates the ambition: agents that engage leads in real-time, qualify them, enrich data, and hand off seamlessly to sales. This places monday.com directly in competition with the emerging class of AI-first CRM and marketing automation players.
Beyond agents, the company highlighted monday vibe, a plain-English “vibe coding” approach that allows anyone to build applications powered by LLMs on mondayDB. In just a week since launch, users have created over 17,000 apps, giving monday.com a powerful early adoption metric to wave in front of investors. Together with monday magic and monday sidekick, these AI modules are meant to show that monday.com is embedding intelligence into daily workflows rather than offering AI as an add-on.
The expansion of monday CRM with monday campaigns is another sign of its ambition to break silos. Marketing automation tied directly into CRM data is not new—Salesforce and HubSpot have pushed similar narratives—but monday.com’s pitch is that its AI-native foundation eliminates disjointed toolchains. By promising that every campaign ties directly to revenue, it is trying to reframe its CRM as a performance engine rather than a reporting tool.
To reassure enterprise customers, monday.com emphasized scale, security, and governance. Pepsi and Five9 served as case studies, showing measurable reductions in wasted work and faster revenue cycles through AI-powered workflows. These stories are crucial for convincing large organizations that monday.com can support mission-critical operations and not just mid-market teams.
The bigger question is whether the market believes this story. While monday.com has momentum, investors remain cautious about whether legacy software players can truly reinvent themselves as AI-native platforms or whether their advances amount to incremental feature layering. With Salesforce, Adobe, and Atlassian all struggling to prove that their AI tools translate into higher growth, monday.com faces the same skepticism. Its announcements at Elevate 2025 are bold, but the company is trying to convince Wall Street that it belongs in the AI leaders’ club at a time when hype is not enough—execution and adoption at scale will decide whether this narrative sticks.