An AI front desk in the DMs
A Pilates and functional-training studio with three locations in Barcelona was answering every WhatsApp and Instagram message by hand. Brought in through a Spanish marketing agency, we built an AI chat agent that reads each message, answers in the same channel, works out which studio the lead belongs to, and writes what it learns back into GoHighLevel.
One message, six steps, no human
GoHighLevel stays the inbox and the record. The thinking happens in a Make scenario that calls an OpenAI Assistant trained on the studio's classes, prices, schedules and locations.
Routed by channel, then by studio
The scenario splits first by channel, because WhatsApp and Instagram each need their own send step, then by studio: each location has its own Assistant thread, follow-up copy and fields. About 100 modules in one scenario.
Python script
The first build ran the conversation through a script. It worked, but the team could not see or change it.
Make with webhooks
Moved into Make so the logic was visual. Webhooks added a moving part that could fail silently.
Make without webhooks
The version that ran: GoHighLevel workflows call the scenario directly, one less thing to break.
The workflows that keep it sane
People send three short messages instead of one. Some never stop. Some go quiet. Each of those got its own workflow, so the agent answers once, at the right time, and knows when to stop.
Messages joined first
Bursts of short messages are concatenated before the AI sees them: 465 batches so far.
A cap per conversation
A message limit stops loops and hands long threads to a person.
Inactivity detection
Leads who go quiet get a timed follow-up instead of being forgotten.
Every DM answered, in the right studio
Built in December 2024 and running through 2025. The counts are the enrolment numbers from the live GoHighLevel workflows. Staff can read every AI reply in the GoHighLevel inbox and take over at any point.
OpenAI · Make · GoHighLevel
Assistants API, chat completions, Make routers, GoHighLevel workflows and custom fields.
Staff can always step in
The whole thread lives in GoHighLevel. Nothing is hidden in a bot tool.
Same studio as the voice agent
The phone line got its own voice agent, case study 06, booking the same way.
Three things we learned
The full case study as a PDF
The full write-up with the screenshots above, formatted for printing or forwarding. Client details are hidden in the PDF too.
Download the PDFAnswering DMs by hand, or running a bot that lives outside your CRM?
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