Running a business means juggling tasks that eat time and energy. From managing emails and customer data to generating content and reports, it’s easy to get stuck in repetitive work.
That’s where AI and automation come in. By combining platforms like Make.com and Zapier with AI tools such as ChatGPT, Gemini, and Perplexity, businesses can free up valuable time, cut errors, and focus on growth.
Why AI and Automation Work So Well Together
Automation handles the “when this happens, do that” logic. AI adds the intelligence to make those actions smarter and more useful. Together, they allow businesses to:
- Eliminate repetitive admin tasks
- Respond faster to customers
- Turn raw data into insights
- Scale processes without hiring more people
See how this fits into our Digital Strategy services.
Practical Examples of AI + Automation in Action
1. Smarter Customer Support
- Use Zapier to pull new support tickets into a workflow.
- Send ticket content to ChatGPT or Gemini to draft a first reply.
- Push the AI generated draft into your helpdesk for review and send.
Result: Faster responses, less repetitive writing.
2. Automated Reporting with Insights
- Make.com collects data from Google Analytics, Shopify, or your CRM.
- Send metrics to Perplexity or ChatGPT for quick commentary and insights.
- Deliver the final report via Slack or email to your team.
Result: No more hours building reports manually — and you get context, not just numbers.
3. Content Drafting at Scale
- Create a Zap that triggers when a new product is added to your site.
- Send the product details to ChatGPT or Gemini to generate a product description.
- Save the draft into WordPress or Shopify, ready for review.
Result: Content production speeds up, while you stay in control of final edits.
4. Lead Management Without the Hassle
- Make.com captures leads from forms or ads.
- Enrich the data with AI (e.g., summarise job titles, qualify fit).
- Push the result into your CRM with scoring attached.
Result: Sales teams get better-qualified leads, faster.
Tools to Get Started
- Make.com – great for complex, multi-step workflows.
- Zapier – best for quick, simple automations across hundreds of apps.
- ChatGPT – excels at generating text, summarising, and explaining.
- Gemini (Google) – integrates tightly with Google Workspace, ideal for teams already using Gmail, Docs, and Sheets.
- Perplexity – strong for research and finding verified information fast.
Common Mistakes to Avoid
- Automating without testing — always check AI output before publishing.
- Overcomplicating workflows — start small, then layer in complexity.
- Relying on free plans too long — most serious workflows need paid tiers for reliability.
FAQ
- Where should SMEs start with AI automation?
- Begin with repetitive, rules-based tasks that steal weekly hours—report pulls, data entry, lead routing, and follow-up emails.
- Which tools work well for early wins?
- Pair a reliable automation layer (Make.com or Zapier) with your CRM/ESP (HubSpot, Klaviyo) and a best-in-class AI assistant for drafting and summarising.
- How do we pick the right processes to automate?
- Score tasks by frequency, time spent, and error risk. Automate the top items that recur weekly and don’t require nuanced judgment.
- What metrics prove AI automation is working?
- Hours saved per week, SLA adherence, cycle time reduction (lead to first reply), and downstream impact on conversion or retention.
- Will automation hurt customer experience?
- Not if you design for human handoff. Use AI to triage and draft; keep humans for exceptions, empathy, and final approvals.
- How do we manage risk and governance?
- Set data-access rules, log all automations, and require approvals for actions that change pricing, content on site, or customer comms.
The Takeaway
AI and automation aren’t about replacing people — they’re about removing the repetitive tasks that drain time. With tools like Make.com, Zapier, ChatGPT, Gemini, and Perplexity, businesses can save hours every week and make smarter decisions with less effort.
AI also impacts discoverability — see our guide on LLM Seeding to understand how your brand can appear in AI driven answers.
Ready to streamline your digital strategy? Book a discovery call.