How Potion - an AI video personalization tool - integrates with customer software stacks

AI allows creating personalized videos at scale -and Potion is a leading tool in this space.

Creating videos at scale means automation that works on top of your existing data, which lives in CRMs, marketing automation tools, notion, airtable, and hundreds of other apps.


To provide world-class user experience, Potion needed to integrate with all of those tools.


🏁 Goals:

  • Integrate with dozens of third-party apps that store contact information.
  • Let customers select and filter contacts to import.
  • Have UI that seamlessly fits into existing product flows.

✅ Highlights:

  • Implemented 20+ integrations in 2 weeks.
  • Combination of custom and drop-in UI allows for a perfect tradeoff between speed and flexibility.

Why use integration platform

Too many integrations to build yourself

Potion needed many, eventually hundreds of integrations, to satisfy needs of a large customer base.

Focus on core competency

At the same time, the team wanted to focus on their core competency: AI for video, and not on building dozens of integration connectors.

A good integration platform would help the team achieve this both within reasonable budget.


Potion chose for a few reasons:

Universal Integrations

Potion has a small number of integration use cases, but needs them to work across dozens of apps:

  • Import a list of contacts specified by user (with optional filters applied)
  • After videos are generated - send them where they need to be (create or update data records video is related to).

Universal Integrations are a perfect tool for this. They minimize the time it takes to build integrations, leaving the heavy lifting of researching and normalizing third-party APIs to the platform.

White-label UI

Potion needed to embed integrations into an existing workflow of generating dynamic videos. They could not insert third-party iframes or show popups - the UI needed to be a part of the app. was the only embedded integration platform that allowed that.

Price that fits the business model pricing per active customer scales perfectly with the value Potion gets from the platform, making the subscription fee a no-brainer.

Customers that integrated Potion app with their stack have much higher retention rate, so paying a small per-customer fee for substantially increased retention is a great deal.

Features built with

Importing Contacts from CRM

Previously, when configuring a dynamic video, user could upload the list of contacts via CSV. Now they can import them directly from CRM. This import then can be automatically re-run to keep generating dynamic videos.


Connecting CRM

Potion team built custom UI for selecting and connecting CRM. It uses to handle all the heavy lifting (authentication, storing and refreshing credentials, etc).


Selecting Data to Import

Using data sources, Potion team built a custom UI to select a subset of contact the user wants to import, using either options provided by the CRM or custom filters.


How to build this yourself: Intergration Guides

Import contacts from an CRM (coming soon)

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