Agent identity: Name and profile picture. Two posture settings complete the identity: how the AI should introduce itself ("As myself", meaning on your behalf, or "As an AI assistant") and, if it introduces itself as you, whether it should hide its nature when a lead asks it directly.

Skills : You choose a single goal out of three, which shapes the whole conversational strategy: Share a link (the agent shares your offer or your booking page at the right moment; a link to promote is required), Book meetings (the agent offers real time slots from your calendar and books directly, with the invitation sent to the lead's email), or Hand off to a human (the agent detects interested leads and hands over so you can close the deal).

Communication : The agent register (informal or formal) and the tone (Casual, Factual, Professional, Welcoming, or Expert) align the assistant with your brand voice. The response delay (a minimum/maximum range in seconds) keeps it from behaving too mechanically. You can also select the AI Brain products the agent relies on, turn on sending product photos when a lead asks for them, and set up specific behavior for a given persona among your Ideal Leads.

Conversions : Four settings drive the sale without you having to write a prompt. Qualify defines the information the agent must obtain before moving forward (industry, current solution, urgency, budget; each item can be turned on or off). Sales strategies lets you add your own tactics. When to give the price determines the point in the conversation where the agent reveals a price. Objection handling brings together standard replies to your leads' most frequent objections.

Disqualification: This block replaces manual filtering with explicit rules. Disqualification criteria defines when to rule out a lead (outside your target, insufficient budget, etc.). Action if disqualified specifies what happens to the conversation. Behavior rules lists what the agent must never do (never criticize a competitor, never make up a feature, etc.). Automatic stop situations defines the cases where the agent must stop replying immediately.

Knowledge: Two buttons are available: "Add a file" (choose documents from the AI Brain) and "Add knowledge" (a short text: a policy, an exception, a procedure). Only the knowledge explicitly added here will be used in conversations with your leads, a safeguard against leaking sensitive information.

Step 1: Choose the trigger app

The "New automation" button opens the editor: click "+ Choose a trigger". The apps offered as a starting point are Instagram Page and Facebook, CRMs (HubSpot, Pipedrive, Salesforce, HighLevel, monday, ClickUp, Close), Calendly, and forms (Google Forms, Typeform, Tally). An app that isn't connected shows a "Connect" button. Then choose the event (for Instagram: "Comment on a post" or "Story reply"), followed by the relevant account.

Step 2: Set up the trigger

For Instagram and Facebook, the trigger is set up on a single screen, in two parts. "When someone comments on" defines the scope: a specific post or reel, all posts and reels, or only the next post or reel you publish. "And this comment contains" adds an optional condition: a specific word or reaction (with a field to add your keywords one by one), or any word or reaction. If you target a specific piece of content, a dedicated window opens so you can select the relevant post or story.

Step 3: The action

Three types of action are available, with a search field to find them quickly: Reply to the comment (posts a public reply under the original comment), Send a link (sends a link by DM, with an optional prerequisite before sending), and Send a simple message (sends a DM without a link).

Step 4: Set up the chosen action

The number of setup steps depends on the action you select.

For Reply to the comment, a single step is enough: the text of the public reply, which will be posted on every comment that matches the trigger.

For Send a simple message, there are two steps: the message sent by DM (a "+ Username" button lets you insert a dynamic variable tied to the lead), then optionally turning on a public reply under the comment.

For Send a link, there are four steps: the DM message, an optional prerequisite before sending (for example, requiring the lead's email), optionally turning on a public reply, then the link to send along with the text of its button.

Final step: Summary and deployment

A screen summarizes the whole configuration (trigger, condition, DM message, prerequisite, public reply, link, depending on the steps you went through). If a required field is missing, an orange warning message points it out and blocks deployment; once everything is complete, a green message confirms the configuration is ready, and the "Deploy" button activates the automation. You can also save the automation as a draft