Workflows AI helps you build powerful, multi-step automations faster and with less effort. You can start by describing your goal in natural language, and AI generates a complete workflow with the right triggers, actions, conditions, and delays.

You can then review, customize, and manually refine every part of the workflow—giving you full control over the logic before activating it. With support for branching, event-based delays, best time and channel selection, and behavior-based routing, Workflows AI makes it easy to design flexible automations that adapt to real customer interactions.

Go to ‘Marketing Automation’ in the left navigation rail.

Click ‘Create workflow.’

Select the ‘Create manually’ tab to build the workflow manually.

Click the edit icon to enter the workflow name.

Enter a name in the first field. Optionally, add a description in the second field. Once finished, click ‘Save.’

Triggers define when a workflow starts. In Workflows AI, triggers are grouped by event type and support multiple sub-triggers, allowing workflows to respond to real-time customer, lead, review, survey, ticketing, referral, appointment, or scheduled events.

The table below summarizes all supported trigger categories and their available sub-triggers.

In addition to event-driven triggers, Workflows AI supports schedule-based triggers, allowing you to start workflows based on a specific date, time, or recurring frequency. This is useful for one-time campaigns, recurring reminders, or time-bound communications that don’t depend on user actions.

Example: Sending a birthday communication to contacts on their birthday using a schedule-based trigger.

Click the ‘Based on a schedule’ dropdown and select ‘Add frequency date or time.’

In the ‘Trigger details’ section, click the ‘Select entity’ dropdown and select ‘Contacts.’

Click the ‘Date field’ dropdown and select ‘Birthdate.’

Choose when the workflow should run:

Set the Time of the day (for example, Morning).

Select the Frequency:

Click Save to activate the trigger.

As shown in the screenshot below, the trigger is now configured. The next step is to add an action to the workflow.

In the Actions section, expand the Send communication dropdown. To use email as the communication channel, simply drag and drop Email onto the workflow canvas below the trigger.

Click ‘Select template,’ then choose the desired birthday email template from the list.

To override any communication restrictions, select the checkbox and click Save.

After saving, click ‘Publish’ in the top right corner to enable the workflow.

In this example, contacts added act as the trigger, and the review request email is configured as the action.

After adding the action, select the ‘Run A/B test’ checkbox. This allows you to choose multiple email templates and evaluate which one performs best. Choose multiple templates from the ‘Email template’ field.

Best day to send: When enabled, AI analyzes historical engagement data for your contacts to determine the most effective day to send the communication.

Best time to send: When enabled, AI uses past engagement patterns to identify the optimal time of day to send the communication.

Winning metric: Select the metric that determines the success of the A/B test:

Select the date when the test ends and click ‘Apply.’

Distribution: Define how contacts are split between the selected variants during the A/B test.

Once the test ends on the selected date, the system evaluates the chosen winning metric and automatically sends the winning variant to the remaining eligible contacts.

A multi-step workflow allows you to automate a sequence of actions instead of a single response. It can include delays, event-based waits, and conditional logic—ensuring the next action happens only when the right condition is met.

Let’s look at a practical multi-step workflow where a review request is sent first, followed by a referral request only after the review is written, or after a defined wait period.

In the screenshot below, a review request action is already configured. To ensure the referral request is sent only after a review is written, add a waiting step. Under Conditions, click Delay and drag Add a delay onto the canvas below the review request action.

Under ‘Delay options,’ select ‘Until an event occurs.’ This ensures the next action is delayed until the contact writes a review.

Other delay options include:

For a set amount of time – Pauses the workflow for a defined duration (for example, 5 days).

Until a calendar date – Delays the next step until a specific date.

Until a date property – Waits until a selected date field on the contact is reached.

Until a day of the week – Delays the workflow until a chosen weekday (such as Tuesday).

Until a specific time of the day – Pauses execution until a set time (for example, 5:00 PM PST).

In the next step, select the event ‘Contact wrote a review.’

Select the ‘Review source’ and ‘Review rating.’ Click ‘Apply’ after selecting.

You can define how long the workflow should wait for the review event to occur. Select the time unit (for example, days) and enter the duration. If the contact does not complete the event within this timeframe, you can enable Add a branch to route those contacts to a different set of actions.

In the screenshot below, branches have been added based on conditions. The workflow splits into two paths: Event criteria met and Event criteria not met. You can add different actions under each path to define what happens next based on whether the condition is satisfied.

In the Event criteria met path, a referral request is sent to contacts who have written a review. In the Event criteria not met path, a review request email is sent again to contacts who did not complete the review within the specified time.

This approach ensures that engaged contacts move forward to referrals, while others receive a follow-up to encourage review completion.

You can continue building each path by adding actions like survey requests, referral requests, and more.

You can also add branches by clicking the ‘Branch’ dropdown and selecting the appropriate option. In this case, select ‘Based on field.’

Select the ‘Best channel’ under ‘Property’ > ‘Contact Properties.’

Best Channel helps determine whether Email or Text is more effective for a contact based on past engagement. The workflow then branches accordingly, allowing you to send communications through the channel most likely to perform better.

The workflow branches based on Best Channel, routing contacts to Email, Text, or None met paths depending on their past engagement behavior.

Contacts with higher email engagement receive review requests via email, while those who engage more through text receive review requests via SMS.

Based on percentage splits contacts into multiple paths using a defined ratio. For example, you can send one type of communication to 60% of contacts and a different one to the remaining 40%.

40% of contacts receive a referral request email, while the remaining 60% receive a survey request email. This is useful for testing different communications or evenly distributing campaigns at scale.

Click ‘Publish’ after configuring the workflow.

You will be redirected to the ‘Saved’ tab, where you can view all your configured workflows.

Use the ‘Create with AI’ tab to build workflows by simply entering a prompt.

Enter the prompt in the text box and hit Enter.

Based on your prompt, AI generates the workflow, which you can further edit and refine as needed.

To view workflow analytics, open the workflow from the Saved tab and enable the Analytics toggle in the top-right corner. Select the desired time range to filter the data. Click View reports to navigate to the Workflow Reports page, where you can view detailed reports of that specific workflow.

To learn more about analytics and reporting, refer to the help center article: How to View Reports and Analytics of Workflows AI.

Under ‘Actions,’ click ‘Manage workflows,’ and select the ‘Library’ tab. In this tab, you’ll find a collection of prebuilt workflows that are ready to use. Hover over a workflow and click ‘Use workflow’ to get started.

Go to the ‘Settings’ tab, click ‘Communication restrictions’ to limit how frequently emails and texts are sent out.

To learn more about communication restrictions, refer to the help center article: How to restrict communication.