What it is
Make is an AI automation platform created to transform executives' daily tasks and companies' processes into seamless, automated, time-saving workflows. It acts as a maestro that orchestrates apps and systems so they can operate complex routines with precision.
As users don't need previous coding knowledge to use Make platform, they can easily build digital automated systems and scalable operations by themselves, becoming truly Positionless. Marketers of all levels, business owners, project managers, customer service teams, and operations teams can feel empowered to take steps toward the AI revolution on their own and stop waiting for developers or IT teams to integrate their tools and optimize their time.
The visual drag-and-drop interface allows professionals to imagine, design, and scale automation, including cross-platform workflows. Users can count on more than 500 workflow templates and applications connections already designed and tested by Make users.
Uses and features of Make
Make offers a wide range of possibilities regarding automation, useful for both non-coders and experts to create from the simplest to the most complex workflows. Check out the list of what it can do for you:
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Drag-and-drop Workflow Builder
Instead of prompting or scripting, users can drag modules (blocks that represent apps or actions) onto a blank canvas and connect them like in a flowchart.
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Automation Templates Library
It has more than 500 automation templates for marketing, sales, HR, operations, and more.
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App Integrations
It allows an easy connection between hundreds of popular apps such as Google Sheets, Slack, Notion, HubSpot, Instagram, WhatsApp, among others.
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Scheduling & Triggers
It runs automations in real time, on specific schedules, or triggered by app events like a new email received, a deal closed, new data coming into your BI system, etc.
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API and Webhooks Access
Call any public or private API and receive data from external systems through webhooks for custom solutions.
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Tasks grouping
Process groups of items at once (e.g., bulk update contacts or send multiple invoices) with simple iteration tools.
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Custom Logic with Routers and Conditions
Split workflows into multiple paths, add if/else logic, and build multi-step processes that respond dynamically.
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Data management
Manipulate, clean, and format data between apps with built-in tools with no spreadsheet needed. Incorporate GPT-style AI to summarize, write, or analyze content within your automation workflows.
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AI Agent (beta version)
Users can count on an autonomous and diligent AI agent that acts more like an intelligent assistant than a trigger-based task automator. Instead of just operating task chaining, Make's AI Agent can interpret goals, make decisions, and carry out multi-step processes with greater independence and logic.
Common Mistakes made, and Limitations of Make
Make may be simple to use, but it can bring some difficulties and limitations. Below, we've listed the most common issues that might come in your way when using it:
- Low effort on logic design
As with any automation tool, bad logic in, bad results out. Make allows anyone to become a system builder, but the quality of the workflows depends on good process design.
- Poorly Defined Triggers
Without precise trigger conditions, workflows may not run as intended.
- Overcomplicated Workflows
Trying to do too much in just one scenario often leads to errors or hard-to-maintain setups.
- Ignoring Error Possibilities
Failing to add fallback paths (e.g., when one of the apps on the workflow is down) can break entire automations.
- Disappointing app performance
Not all integrations offer the same level of performance. Some apps allow read-only access or fewer actions than expected.
- Hitting Rate Limits or Quotas
APIs and apps often have usage limits that can slow down automations and charge extra fee if not monitored.
- Not Testing with Real Data
Using placeholders or samples during setup can cause surprises once real inputs arrive.
Tips to Avoid Common Mistakes
To get the most out of Make and keep your automations smooth and reliable, consider the following tips:
- Take some time to think about the processes you want to automate and the tasks that are part of them, so you can identify the triggers and plan the best paths.
- Break down large processes into smaller, modular scenarios that are easier to build, test, and adjust.
- Test and document your automations well, especially in business-critical scenarios. Use notes, naming conventions, and internal labels to clarify what each module does, so others can understand and run them easily when you are not around.
- Control exactly when steps run to reduce errors by validating inputs and outputs.
- Before activating any automation, simulate real-world inputs to ensure correct outcomes.
- Try to anticipate failure points and add custom responses, like retries, alerts, or alternative paths when errors occur.
- Enable logging and alerts for critical automations to know exactly when and why something goes wrong.
- Study the apps you want to use in your automations to know better what you can expect from them.
- Use Make’s analytics and usage meters to avoid hitting app limits or exceeding your plan’s quota.
When should non-experts call experts?
AI tools can't replace the experts when it comes to more technical, sophisticated, complex or sensitive subjects. Learn when to call the experts when using Make:
- When building large-scale workflows that connect critical business systems, a systems architect or integration engineer should be consulted to ensure data integrity, scalability, and fail-safe across tools.
- If your automation includes sensitive data like health records, payment details, or personal information, a data privacy or cybersecurity expert should review the workflow to ensure compliance with internal and external regulations.
- When using Make to connect custom or legacy software, a developer or API specialist is often needed to write custom HTTP requests, handle authentication, or troubleshoot complex third-party integrations.
- When setting up heavy or always-on automations, a cloud infrastructure and DevOps expert are needed to monitor API rate limits, design efficient logic paths, and prevent system overloads.
- For automations that support specific areas, such as finance, accounting processes, customer experience, communications, and others, experts in these areas should be involved in workflow design and outcome validation.
Notes on pricing
Make is a freemium platform, meaning that it has a free trial available with limited features to small clients and entrepreneurs, and more sophisticated plans to larger companies.
The plans have their price adapted according to the number of operations/requests the company makes monthly. They offer a price range that goes from 10 thousand operations to 2 million operations, so have this in mind when checking the prices below.
Free – $0/month
- Up to 1,000 operations/month
- Visual drag-and-drop builder
- Access to 2,000+ apps
- Automated workflows (called "scenarios") can run every 15 minutes.
- Filters, routers, and HTTP modules included
- Great for beginners or light use
Core – from $9 to $988/month (billed annually)
- Everything in Free, plus:
- Available from 10,000 to 2,000,000 operations/month
- Unlimited scenarios
- Automated workflows (Scenarios) can run every 1 minute.
- Access to Make API
Pro – from $16 to $1,377 /month (billed annually)
- Everything in Core, plus:
- Priority scenario execution
- Custom variables
- Advanced log search
- Higher operational flexibility
- Great for power users and growing businesses
- Available from 10,000 to 2,000,000 operations/month
Teams – from $29 to $2,451/month (billed annually)
- Everything in Core and Pro, plus:
- Multi-user support
- Role-based permissions
- Shared folders and templates
- Best for teams and collaborative work environments
- Available from 10,000 to 2,000,000 operations/month
Enterprise – Custom pricing
- Includes all features above, plus:
- SSO & enterprise-grade security
- Audit logs
- 24/7 priority support
- Overage protection and advanced error handling
- Ideal for large organizations with compliance needs
- Available from 10,000 to 2,000,000 operations/month
While Make allows manual daily tasks automation, Optimove orchestrates and optimizes complete, hyper-personalized customer-led marketing plans. Together, they enable marketers to be truly Positionless, save time, and become more agile and effective. With Optimove’s predictive analytics and agentic orchestration layer, every Make-built workflow becomes an opportunity to deepen personalization of customer journey and increase campaign effectiveness.
