Automate what happens after a form submission

What starts an automation

Every automation begins with a trigger. In Formzed there are three kinds.

• A new form response: on every submission, or only when the answers match a rule, such as when Plan is Enterprise.
• A finished AI interview: once per completed interview, with its summary, key points, quotes and transcript. A study can also start an automation each time its AI report is updated.
• A schedule: every day or every week at a time you pick (in UTC), as a digest of a form's new submissions or a study's new interviews.

Where the work goes

Automations start from Formzed, not from events in other apps. Your connected apps are where the results go. That keeps every run tied to a real response or interview you can trace back.

After the trigger, you add steps. Each one does a single job, and you can chain as many as you need.

• App action: do something in a connected app. Send an email from Gmail, post to Slack, add a contact or deal in HubSpot, create a page in Notion, add a record in Airtable, or open an issue in Jira or Linear. There are more than 50 apps to choose from.
• Save to Google Sheets: every response becomes a new row. Pick “Create for me” and the spreadsheet appears in your Drive on the first run.
• Ask AI: describe what you want in plain words, like “Score this lead from 1 to 10 and say why” or “List the three biggest pain points in this interview.”
• Only if: continue only when a rule is true, such as an answer containing a word, being left blank or being more than a number. Anything that doesn't match takes a separate path.
• Wait a bit: pause before the next step. Short waits happen within the run, and long ones continue in the background for up to 30 days.
• Send to another app: post the answers to any web address, which is useful for your own systems or tools that accept webhooks.

Use a link from an earlier step

Steps can pass their results forward. When an app step creates something, such as a meeting, a document or a page, later steps can use the link it made. In the builder it appears under “From earlier steps” as “Link from” plus that step's name. Every step also offers its result, so you can drop an AI summary into a Slack message or an email.

For example, a booking form could create a Google Calendar event with a Google Meet link, then send the person an email from Gmail that includes “Link from Create calendar event.” The same works with a Zoom meeting, a new Google Doc or a Notion page.

Start from a template

You don't have to build from a blank page. The Automation Hub has ready-made templates, sorted by popularity. Use one in a click and edit it however you like. For AI Interviews there are templates such as posting each finished interview's summary to Slack, emailing the team when the study report updates, a weekly email digest of a study's interviews, and a Notion page or Google Sheets row for every interview.

You can also describe what you want and let AI build a first version. Mention the apps and which answers to use, then adjust the steps it creates.

A few example workflows

These are illustrations of what you can set up, not the only way to do it.

• Lead qualification: a contact form response goes to Ask AI to score the lead, then only if the score is high, a HubSpot contact is created and the sales channel in Slack gets a message.
• Applications: every job application becomes a row in Google Sheets, and the hiring manager gets an email with the candidate's answers.
• Bookings: a booking form creates a calendar event with a Meet link, then Gmail sends the link to the person who booked.
• Follow-up: wait 1 day after a response, then send a follow-up email from your own Gmail account.
• Research alerts: when an AI interview finishes, only if its sentiment is negative, post the summary and top quote to Slack so the team can act quickly.
• Weekly digest: every Monday, email the team a list of the interviews completed in a study that week, each with a link.

Test, publish and keep an eye on it

Automations are built step by step, and you can check each one before it goes live.

1. 1Pick the trigger and the form or study that starts it.
2. 2Add your steps and fill in the boxes. Tap answer chips to insert form answers, or interview details like the summary and quotes, anywhere.
3. 3Test each step. A test runs with your latest real submission, so you see the actual result.
4. 4Publish. From then on it runs on its own, and the runs list shows what happened each time, with a retry if a step failed.

People in AI interview automations are never named: they appear as Respondent or Participant numbers, and email addresses and phone numbers are removed.