Build your first Replify automation

Use an automation when the trigger and next action are known. Use AI when the customer needs a conversational answer that depends on context and approved knowledge.

Start with one measurable job

Good first automations include tagging a new lead, assigning a high-intent conversation, creating a follow-up task, moving a deal after a field change, sending an approved appointment reminder, or calling a webhook after a confirmed event.

Build the workflow

1. Open Automations and create an inactive draft.
2. Choose one trigger and narrow its conditions.
3. Add actions in the order they must happen.
4. Add waits or branches only when the business rule requires them.
5. Decide whether the workflow is silent or should claim the customer response.
6. Add a safe exception path for external calls or customer-facing sends.

Response ownership

Sending a message, sending a template, assigning the conversation, or explicitly claiming the response can own the inbound turn. Silent actions such as tags and record updates do not block AI in automation-first mode. This distinction lets CRM work happen without causing duplicate or missing replies.

Test cases

Test a matching event, a non-matching event, repeated delivery of the same event, a customer reply during a wait, an external failure, and a case already owned by a human. Confirm the automation log, customer message, record change, turn owner, and human fallback.

Activate gradually

Start with a narrow audience or safe internal test contact. Monitor logs and exceptions before increasing scope. Give every active automation a named business owner and a review date. Archive workflows that no longer match the operating process.