As a writer, I depend on my editors to give me feedback, help me grow as a writer, and ultimately craft first drafts into decent, publishable content. But even just pumping out that first draft takes time, research, and the occasional headache.

Fortunately, that job is made a lot easier with AI—and more specifically, Zapier Chatbots. With it, you can create AI-powered chatbots for a variety of use cases, from capturing and nurturing leads to editorial assistants that can give polished feedback—without knowing any code.  

In this blog post, I’ll walk you through exactly how to create your own chatbot that can use your data and resources to provide tailored responses—and offer a few ideas on specific use cases.

Table of contents

Set up your chatbot basics

Let’s start off with creating a chatbot from scratch. Head over to your chatbot dashboard. On the top-right corner of your screen, click +Create. 

Once you’ve done that, you’ll be required to give your chatbot a name. In this case, I’m calling mine the Editor Bot, but obviously this will depend on your use case.

Once you’ve named your bot, click +Create. This will set up an empty chatbot for you to edit.

The panel on the left is where you can set up your chatbot’s instructions, knowledge sources, and more. The panel on the right is what your bot will look like once it’s ready.

Give your chatbot instructions

Once you’ve set up your chatbot basics, it’s time to give it a directive. It’s the most important part of your chatbot, as this dictates what the chatbot does and how it responds to users.

Click the pop-out icon in the top-left corner of your Directive panel to tweak your instructions.

You’ll see that the chatbot comes with a ready-made prompt that you can fill in and customize. 

Because this is like the “prompt” you’d give ChatGPT as a user, it’s important to remember that the more detailed and clear your instructions are, the better the chatbot will respond. 

For best results, you should specify the following information, which we’ve included inside the directive as inspiration:

• The chatbot’s role

• Its objective

• The rules and steps it should always follow

• The audience who will engage with the chatbot

• Any context it needs to properly answer

• Any additional resources it should pull answers from

• The style of how you want it to respond

• Any other rules the chatbot needs to follow

For our editor bot, I’ve included additional directions on style, tone, grammar preferences, word count, and Zapier’s blog voice. 

As you go, you can test the conversation in the right-hand panel to see how the chatbot engages. Tweak or add to the directive as needed to further customize the chatbot.

Here’s my directive:

Once you’ve finished customizing your directive, click Done to exit the pop-out window, and remember to click Save changes.

Add a greeting

Under Greeting, select Static or Generated. Static means the bot’s greeting will always remain the same at the start of a conversation, whereas generated will change the chatbot’s greeting every time it’s opened.

Inside the Greeting text field, you can add text—this is what your chatbot will say when your users first interact with it.

Set up your OpenAI authentication and model

Once you’ve done that, you can set up your OpenAI authentication. The chatbot uses GPT-4o mini by default through Zapier, but if you want to use other models, you can add your own OpenAI authentication and connect to other models you have available in our OpenAI account through their API.

Select an OpenAI account from the dropdown menu.

If you haven’t connected an OpenAI account to Zapier before, click Manage authentications. 

You’ll be taken to the OpenAI app on Zapier. Click Add connection, then connect your account. 

Once you’ve added your OpenAI account, you can select your OpenAI model. 

Remember now to click Save changes. 

Add a knowledge source

One of the best things about using Zapier to build a chatbot is that you can use your own supplemental knowledge sources to limit your chatbot’s answers to pre-approved or specific content. 

You can upload PDFs and other static files (up to 2MB), use information stored in a Zapier Table, or even add website URLs for the chatbot to scrape information from. 

Once uploaded, your chatbot can only generate answers from that specific source or database. (It’s a bit like feeding the AI your own knowledge to tailor its responses.)

For example, if you’re building a customer support bot, you can tailor its responses with any approved FAQs you’ve uploaded. Or, you could build a bot that can answer employee questions about a company-specific event, like a webinar or a retreat, based on information from specific websites.

To add a knowledge source, click the Knowledge tab in the top-left panel of your screen.

Next, choose which type of knowledge source you want your chatbot to draw its responses from. In my instance, I’ll be adding both a webpage (one of Zapier’s blog articles) and a static file (a copy of the Zapier blog and style guide) so my bot understands the dynamics of writing for the blog—and can provide editorial feedback accordingly. 

To add a public URL, click Webpage. Under Public URL, add the specific site you want the chatbot to scan:

Once you’re done, click Add source.

To add a static file, click +Add source, select File, then Browse files to upload a file from your computer.

You can also add extra context in the Description field to help your chatbot understand how to use this information when providing answers. Once you’re done, click Add source.

Tip: To make sure your AI chatbot can easily process the information within your uploaded file, try to keep related information together in paragraphs, rather than using bullet points.

To add a table, click +Add source, then select Table. 

Under Table, you’ll be able to select an existing table you’ve created previously from the dropdown menu.

Once you’ve selected your table, click Add source.

If you’re adding a table or any other data source that is updated or edited (like an online help doc) by your team, you can even schedule regular syncs. That way, if an online page gets updated, your chatbot can  access the most up-to-date information. 

You can set the frequency of your knowledge sources on a daily, weekly, or monthly basis and set the date and time, too.

Now that you have selected all your knowledge sources, you can then customize your AI bot’s responses. For example, if someone asks the bot a question that doesn’t appear in your data source, you can choose for the AI to either respond without that source or show a custom message.

If you choose to show a custom message, you can edit the copy to say what you want, like so: 

If you choose to generate a response, the chatbot will respond only using the public data it already has available in the AI model.

Once you’ve finished customizing your chatbot’s responses, click Save changes. 

Here’s an example of how our bot responds now that it has a data source to pull answers from: 

Add logic to your chatbot

Adding logic to your chatbot refers to certain actions your chatbot can take. You might, for example, want to collect contact information from your chatbot users (like phones and email addresses). Or you might want to set up automatic workflows (Zaps) that notify you in Slack whenever your chatbot finishes a conversation. 

To add logic to your chatbot, click the Logic tab in the top left-hand panel of your screen: 

Collect lead information

If you’re building a chatbot to help support your customers or manage your leads, adding the ability to collect contact information is a no-brainer. Not only does it give your chatbot a personalized touch, but it’s an easy way to follow up with leads who engage with your chatbot. 

To collect leads, select Collect leads from your list of options. 

You’ll see that you can collect this information at the beginning of every conversation, after a few messages, or when certain keywords are used. 

Next, select the fields to capture within the conversation. Options include Name, Email, Phone, and Company:

Once you click Create logic, Zapier will automatically create a new table for you (and link it to your chatbot) so you can access it later. Zapier Tables (our no-code database) is powered by automation, so you can take further action on those leads (like sending follow up emails) directly from there.

To view your table, just click the link and it will open for you. You’ll see the contact fields automatically added:

This is how your chatbot will collect that information: 

Create a Zap

Because our chatbots connect to Zapier’s ecosystem of 7,000+ apps, you can set up automatic workflows that trigger whenever your chatbot generates a response. 

For example, you could create a Zap that sends your chatbot’s responses to a specific Slack channel. That way, your fellow team members can review a piece of copy your editor bot has suggested. Or, if you’ve created a bot to help you write social media posts, you could set up a Zap to send those posts straight to LinkedIn. 

To set up a Zap, click Zap button. 

The event Every time a user gets a response will be pre-selected for you. (This is what determines when the action runs or becomes available to the user.)

In the Button text field, add the button text the user will see once the chatbot has generated a response. 

Because my Zap will send the response to a Slack channel, I’ll write: Send to Slack. You can also do the same for your notification text, so you or the chatbot user knows the message gets sent, like so: 

Next, click Create logic and Zap. 

You’ll be taken to the Zap editor, where you can finish setting up your Zap. Your trigger step will be preselected for you, so all you have to do is add an action step that involves sending the response to Slack as a channel message. You can click on the + icon to add an action step, like so: 

Once you’ve published your Zap, you can navigate back to your chatbots page and to your Logic tab, where you can see your Zap set up:

Now, whenever your chatbot issues a response, a button will appear, like so: 

There’s also another way to create a Zap inside your chatbot. By selecting Run Zap, you can trigger automatic workflows after a conversation ends with your chatbot.

That’s extremely handy if you want to send those conversations to another app (like to a Google Sheet for analysis) or add the person’s contact details elsewhere (like to your CRM for a personalized follow-up).

Once you’ve selected Run Zap, click Create Zap. Once again, you’ll be taken to the Zap editor where the trigger step will be preselected for you: 

Click Continue to test your trigger. Zapier will find a recent conversation with your chatbot to use as your sample data. If you haven’t yet had a conversation with your chatbot, you can go back and create one.

Next, click Continue with your selected record. 

Now it’s time to add an action app to your Zap. You might want to send those conversations to Google Sheets or Zapier Tables so your team can analyze those conversations later on. Or you could send those conversations to your sales team’s CRM in Slack. It completely depends on what you’re trying to achieve by logging those conversations. 

Once you’ve finished setting up your Zap, remember to publish it. Now, every time that a user finishes a conversation with your chatbot, the details will land neatly in the app of your choice. 

Generate suggestions

You can also add suggestions—or conversation starters—to your chatbot under your Logic tab. Those refer to the type of questions your users can select at the start of each conversation (or after every chatbot response) with your chatbot. 

To set this up, select Suggestions from the menu of options.

You’ll see that the chatbot will generate some pre-made suggestions for you based on your chatbot’s instructions. 

If you’d like to edit those generated suggestions, just click into the boxes with the pre-generated copy and type out your changes. To add a suggestion, click +Add suggestion. 

Because my chatbot is an editorial bot, I’ll add in some new suggestions related to writing and editing, like so: 

Once you’re happy with your conversation starters, remember to click Create logic. 

Now, whenever someone uses your chatbot, they’ll see the conversation starters you set up. Here’s mine as an example: 

Adjust style and log conversations

Now it’s time to adjust your chatbot’s style. You can change your chatbot’s appearance by clicking on the Style tab in the left-hand panel of your screen.

You can add your own avatar or embed your logo and any other company-specific icons that will personalize and brand your chatbot to align with your corporate identity.

You can also adjust the color on your page background, your button and chatbot message background, the disclosure message text, and the user message background.

For example, you might want to change this so that it fits in with your company’s brand colors. 

Now once folks start using your chatbot, you’ll want to see the full conversation history your users are having in your Zapier account. 

This is especially useful if you’re building a support or lead chatbot, as you can learn about customers, spot trends, and refer back to conversations. 

To see your chatbot’s conversation log, click the Conversations tab in the right-hand panel of your screen. 

Access advanced options and analytics

Under your Advanced tab in the top right-hand panel of your screen, you can customize the chatbot name and the user message placeholder text. The latter is the instructional copy that will show in the message box for the users so they know where—and what—to ask the bot.

You can also adjust your creativity levels (default is 0.7). 

The creativity temperature helps adjust the output you’re getting. For example, a lower temperature (below 0.7) will churn out more predictable and “generalistic” results than a higher setting. In turn, if you dial up the setting, you could get more creative and “human-sounding” results.  

Note: You can also choose to display a disclosure message in your greeting under this tab. 

You can also customize both the text that will be shown in your browser title and the subdomain of your bot. Here’s what mine looks like: 

Want to see how your chatbot is performing—and how many conversations your chatbot starts generating? Under your Analytics tab in the top right-hand panel of your screen, you can see a breakdown of relevant metrics. 

Those metrics include the number of conversations, messages, clicked URLs, and any actions (Zaps) that have run.

Test and share your chatbot

Next, it’s time to test your chatbot to make sure everything is running smoothly. You can do this directly in the builder on the right-hand side of the page, or you can click the public link labeled View Live Chatbot in the top-right corner of your chatbot’s setup page: 

That will take you to the full chatbot experience. For my editor chatbot, I added a blog topic and asked for specific editorial guidance.

The chatbot uses the knowledge source I added, sticks to the specific instructions I gave it, and provides clear instructions. 

You should also double-check that any Zaps you set up are working properly by clicking on the appropriate buttons. For example, when I clicked Send to Slack for review, the chatbot’s response was immediately sent to the Slack channel I directed: 

If everything’s working correctly, you can now share your chatbot with your team. To do this, you can just send them the public URL to your chatbot that appears in the top-right corner of your chatbot’s setup page.

If you want to adjust who can access your chatbot, click Share in the top-right corner of your screen: 

You can provide access to anyone with the link or disable the public URL: 

Embed your chatbot in another page

To embed your chatbot in your site, click Embed next to the Share button. 

You’ll have two options. You can choose the Standard option, which lets you embed your chatbot directly into a web page, or the Pop up option, which lets you overlay the chatbot and fix it to the bottom-right of a webpage.

In this instance, I’ll select Standard.  

Next, you can copy either a script link or iframe. To embed this directly into your site, click Copy embed. 

Next, you can add that embed link into your site. In my case, I’ll be adding an editorial bot into my WordPress site with the code I’ve copied.

The end result will look something like this: 

Build a landing page for your chatbots 

Once you’ve built a chatbot, you should think about presenting it on a landing page alongside other resources (or other chatbots) you’ve created. That way, you can have a nice layout for users or coworkers to browse. A great way to do this is by using Zapier Interfaces to build a landing page. Zapier Interfaces gives you the ability to create custom forms and landing pages that let you pull in your chatbots via link cards. 

For example, here’s a quick library I built so folks could easily access my different bots:

To set this up yourself, head over to the Interfaces dashboard and click +Create. 

Next, click Start from scratch. From there, scroll down and select Link cards. 

This will set up your page in Interfaces. 

Now it’s time to customize your page. 

Add a name for your page inside the Header field. In this instance, I’m calling mine “AI for the content team” so my whole team can use any bot. 

You can also adjust the width and alignment of your header in this section. 

To add new tiles (or link cards) to your landing page, click Add link in the right-hand corner. Do this as many times as you need. 

Next, it’s time to customize your link cards with copy, chatbot URLs, and emoji. Click on the tile you want to customize. 

A right-hand side panel will appear. It’s here you can customize each specific tile. Give your bot a title, a description, and the copy for your CTA. 

Once you’ve done that, scroll down to add your chatbot’s URL in the Link to URL field. 

You can also add an emoji and decide whether or not to open the link in a new tab whenever someone clicks on the CTA. Once you’ve finished customizing these steps, click Done. 

You’ll be brought back to the library layout, where you can keep customizing the tiles for all the bots you’ve created by repeating the above steps. 

Once you’re done, you can preview your new landing page by clicking on the link in the top-left corner of the page: 

Finally, if you want to share the landing page with the rest of your team, you can click Share in the top-right corner of your page. 

You can add editors, set up public access, and generate a code snippet to embed your page elsewhere.

Tip: You can also adjust user settings under the Access & Users tab in the left-hand side panel in your interface.

Chatbot inspiration: Discover more use cases

Not sure how you’d use a chatbot? At Zapier, different teams have already created a ton of bots for different purposes. Here’s a bit of inspiration to get you started: 

Sales and customer support

If you work in sales or customer support, you can create a bot that helps you generate leads and collect their contact information, or you can create one that helps you manage support tickets and other product-related issues.

PR

If you work in PR, you could create a bot that helps you generate a press release, for example. Or, you could set up a sentiment analyzer that can indicate the tone of a press article in seconds:

Content

The editorial team at Zapier created a bunch of bots to help writers improve specific areas of their writing: 

Team communication

Struggle to put positive feedback—or difficult conversations—into words? You could create a series of bots that help you and your team formulate professional feedback:

Social media

From social promotions to finding the right influencers for a campaign, you can create social media bots that take the hassle right out of the hussle: 

Marketing

Have clients or coworkers who tend to speak a lot of corporate jargon? Creating a simple chatbot that can translate lingo can clear up any ambiguity. 

You could also create bots that help you with legalese, cultural context, or specific buzzwords. These are just a few examples of what you could create, though. 

Here’s another example of some “personality” bots that can help you with anything from birthday present ideas to work renovation projects: 

The possibilities are truly endless!

Use a pre-built template

You can also use a pre-built chatbot template to get started with your custom chatbot:

Bring the power of chatbots to your team

While we’re still in the early days of using AI at work, these kinds of chatbots can be a powerful tool to help you improve everything from team communication to career growth. 

With Zapier, you can create your own custom chatbot in a matter of minutes, helping you streamline the way you work. Have an idea for a chatbot that could benefit your team? Get experimenting!

This article was originally published in April 2023. It was most recently updated in September 2024.