Build smarter automations with two new actions: Categorize with AI and Find company

Two new actions are available in Automations simply previously complex workflows. "Categorize with AI" branches your automation based on what a piece of text actually says, and" Find company" pulls an existing CRM company record into any workflow so that a contact, webhook, API call, or schedule can drive company-scoped steps without needing a company-scoped trigger.

Two new building blocks for richer automations

Categorize with AI

Drop "Categorize with AI" into any automation to classify unstructured text and automatically branch to the right next step: no keyword rules, no custom code. Give it text (a chat summary, a form submission, a webhook payload), define your categories, and the AI picks the best match. Each category becomes its own branch, so every outcome can route to a different action.

Example:

An AI employee finishes a conversation → Sort the conversation summary into

Resolved

Needs follow-up

Escalation required

→ Each outcome routes automatically—close the ticket, queue a follow-up task, or notify a team member.

Find company

"Find company" searches the CRM for an existing company record by field criteria (name, salesperson, custom fields, and more) and brings it into scope for the rest of the automation. Any step that runs further down the workflow can now act on that company.

Example:

A contact is created → Find the company with the same salesperson → Start a campaign if a match is found, notify an admin if not.

Why this matters

Automations are only as useful as the data they can reach and the decisions they can make. Two long-standing gaps held them back:

Branching on the
meaning
of a piece of text meant building fragile keyword rules or calling out to custom code—approaches that miss nuance in natural language and break when phrasing changes.
Running company-scoped steps required a company-scoped trigger or an existing link between records, so an automation that started from a contact, webhook, API call, or schedule couldn't reliably pull the right company into the workflow.

These two new actions close both gaps. Partners can now build automations that read text intelligently and that reach across the CRM for the company they need—without developer help.

Who it's for

Partners building automations that act on free-form text from chat, forms, webhooks, or AI employee conversations
Partners whose workflows start from a contact, webhook, or schedule and still need company context
Any team looking to replace keyword logic or custom code with a configurable, no-code step

How to access

Categorize with AI

Go to
Business App or Partner Center > Automations > [open or create an automation.
Below a trigger, select
Add step > Categorize with AI
Provide the text input, define your categories, and connect each category to its corresponding downstream branch

Find company

Go to
Business App or Partner Center > Automations > [open or create an automation.
Below a trigger, select
Add step > Find company
Configure the search criteria (name, salesperson, custom fields, etc.) to match the company you want to bring into scope
Use the found company in any downstream step

Learn more