Make (ex-Integromat): Design Flexible, AI-Powered Workflows Without Code

Most automation platforms are built on linear logic: if one condition is met, then execute a predefined action. But real-life business operations aren’t linear – they’re complex, evolving, and context-dependent.
Customer behaviors shift mid-funnel. Tickets vary in tone and urgency. Business logic changes based on time, region, or audience. Static automation can’t keep up with these dynamic variables.

That’s where Make (formerly Integromat) comes in. It allows teams to build dynamic workflows that adapt intelligently – combining powerful automation logic with modern AI capabilities like OpenAI and NLP engines.
Unlike simple recipe-style platforms, Make supports branching paths, data transformations, API calls, and conditional logic – all without writing a single line of code.

🔗 Related article: Dynamic vs Static Workflows
🔗 See also: Automating Workflows with AI – Pillar Guide

What Is Make and How Does It Work?

Make is a powerful no-code platform that enables users to build complex, automated workflows – called scenarios – between thousands of applications (e.g., Notion, Slack, Google Sheets, HubSpot, Typeform, Airtable, Trello, OpenAI, etc.).

It’s ideal for business and operations teams who need to:

Orchestrate multi-step, multi-tool workflows
Adapt logic based on content or context
Integrate AI to interpret and act on unstructured inputs

Key capabilities that make Make dynamic:

Advanced conditionals (if, else, switch)
Real-time variables and expressions
AI integrations (OpenAI, Google AI, NLP APIs)
Branching routers for multi-path logic
Loops, delays, filters, and webhooks
Drag-and-drop visual editor that requires no programming skills

The result? You’re not just building workflows – you’re designing responsive systems that evolve as your data and customer needs do.

Use Case: Dynamic Customer Inquiry Triage

Let’s look at a practical scenario where Make brings workflow agility.

Problem:

Your support team receives dozens of inbound messages daily – from feedback to complaints to billing questions – but no prioritization system exists. Important messages get buried.

Static Workflow:

All messages land in a shared inbox → manually read and routed → high delay and inconsistency

Dynamic Workflow Built in Make:

Trigger: A user submits a support form
Make parses the message using OpenAI, which extracts the topic and determines urgency
If urgency = high → the message is pushed to a Slack #priority-support channel
If topic = “product feedback” → the content is summarized and saved to Notion
If topic = “billing” → it’s forwarded to the finance inbox
A log entry is created in Airtable, with timestamp, topic, and sentiment score

Result: One flexible scenario routes each request based on real-time analysis, not hardcoded logic. The system adapts without needing manual rule rewrites.

Why Make Supports Dynamic Workflows

Traditional automation tools operate in straight lines. Make operates like a decision tree with intelligence.

✔️ Multi-path logic

Create branching scenarios where outcomes depend on inputs, time, or data content.

✔️ Real-time data handling

Use variables and expressions to adapt flows dynamically – e.g., “If it’s after 6PM, delay response until morning.”

✔️ AI integration

Call GPT APIs mid-scenario to generate content, summarize text, classify input, or create personalized replies.

✔️ Visual testing

Simulate scenarios and review real-time logs before activating a workflow. No blind deployments.

Advanced Features for Business Teams

Scenario Builder: Visual drag-and-drop interface
Routers: Branch flows based on any condition
Webhooks: Trigger flows from external tools
Custom Functions: Create logic using math, date, and string functions
Error Handling: Design fallback paths to avoid broken workflows

Whether you’re routing leads, generating reports, or syncing customer data across tools – Make becomes the operating system of your business automation.

Other High-Impact Use Cases

Sales Process Adaptation

Route a lead differently based on source, industry, or buyer intent
Trigger GPT to write a custom email based on CRM fields
Log all outputs in Notion or Airtable for tracking

Dynamic Content Publishing

Generate a batch of AI-written social media posts
Filter by category or score
Schedule or auto-publish if approved

Weekly KPI Summarizer

Pull data from Google Sheets, CRM, and support logs
Use GPT to highlight trends or anomalies
Publish a dynamic summary to Slack or email

Each of these use cases shows Make’s unique ability to adapt, not just automate.

Make offers more than automation – it delivers dynamic workflow design, capable of handling the complexity, fluidity, and real-world variability of modern business operations.

By combining branching logic, real-time data processing, and AI integration, Make turns automation into a responsive system. Whether you’re a marketer, ops manager, or product owner, Make gives you the power to build AI-powered, adaptable workflows – without developers.

If you’re transitioning from rigid systems to agile process automation, Make belongs at the heart of your tech stack.

📎 Continue Exploring:
Dynamic vs Static Workflows (Support Article)
Levity: Intelligent Input Classification
AirOps: Real-Time Data Enrichment with GPT