Do not index
Do not index
I spoke with the founder of an integration platform recently and he highlighted a clear trend: users are embedding AI into integrations to achieve specific goals, like prioritizing leads or automating workflows, rather than simply moving data between apps.
Smarter, AI-powered integrations can make your product indispensable in user workflows, while failing to meet these expectations risks losing users to competitors who solve their problems better. Here are three ways to think about integrations for this new standard:
1. Solve Workflows, Not Just Connections
Integrations aren’t just about syncing tools anymore. The question is: what are users trying to accomplish, and how can integrations make that easier?
For example, instead of syncing CRM data, can the integration prioritize leads using AI? Or, instead of connecting a task manager to email, can it draft responses based on task updates? Users expect integrations to help them achieve results, not just move data.
2. Focus on the User’s Job to Be Done
Always ask: what is the user’s goal?
Users don’t adopt HubSpot to "use HubSpot"—they want to improve their sales pipeline. They don’t use Zapier for its features—they want to automate workflows that save time.
AI strengthens integrations by supporting the human work that made the integration necessary in the first place. The best integrations make achieving these goals simpler, faster, and more intuitive.
3. Don’t Forget the Humans in the Process
AI can enhance workflows, but users still need ways to verify, iterate, or interact with the information within the integration. For some workflows, consider launching an assistant that lets customers work more deeply with your software.
For example, Box’s AI assistant for Slack doesn’t just connect Box files—it lets users search for insights directly in Slack. Similarly, Asana’s AI assistant for Slack allows users to create tasks, take actions, and surface insights or recommendations about tasks—all within Slack.
These assistants keep humans in the loop, building trust and enabling more complex workflows.
And that’s it! What do you think? I’d love to hear your thoughts—feel free to share them. For more insights like this, subscribe to my newsletter.
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