Betting on bots

Jotform’s built the infrastructure to make a fortune by helping automating customer service.

Their platform lets anyone create an AI chatbot that can be easily embedded on a website or integrated with Gmail, SMS, social media, and more.

It’s a game-changer for marketing agencies—a soon-to-be staple service.

Set up, manage, and maintain these bots for your clients, and you’ve got a recurring revenue stream. You could even have an agentic bot crawl a website, build the knowledge base, and suggest the right buttons, actions, and personas.

But, here’s the catch: What happens when it breaks?

Picture this: the chatbot says, “I’m here to help! Please share your email if you want me to forward your request.”

And then… nothing happens. The system doesn’t notify anyone.

Now you’ve got frustrated customers asking why there wasn’t a follow-up, or an angry client wondering why their chatbot isn’t doing what you promised.

Good luck explaining that one.

The potential here is massive. The opportunity is real. But if and when it breaks, you’re the one who takes the hit.

Is automating customer service the future? Certainly. Is it also fraught with risk? You bet.

The question to ask: When should you be willing to take the chance?