The second job nobody warns you about
Picture the afternoon you decided your business needed an intake form.
Laying out the questions was the easy part. Name, email, phone, what kind of work they need, a box to describe the job. Fifteen minutes of dragging fields around, and you were done.
Then came the part nobody warned you about: making the form actually do something. Where does the name go, a lead or a contact? If they type a company, does that become its own record or sit forgotten in a notes field? Should the email match an existing customer so you don't end up with two of them? That second job is what turns a form from a page into a working part of your business. It's also the job that quietly expects you to know how your CRM is wired underneath.
Most people never finish it. The form collects submissions into a list, someone copies them into the CRM by hand on Friday, and the "system" is a person with a spreadsheet open.
We wanted that second job to disappear.
Describe it, and read what comes back
There's a new button in the form builder: Build with AI.
You type what you need in plain language, like "a contractor intake form that captures the lead and their company," and a moment later the builder fills in with a complete draft. The fields are there: contact details, a job description, the dropdowns that fit the work. And in the background, every answer that should land somewhere in your CRM is already wired to land there. The email routes to the lead. The company name opens a company record. The phone follows the person.
You didn't pick a single table. You didn't learn what a connector is. You described the outcome, and the wiring came with it.
And nothing is live yet. That part matters to us.
What you get is a draft. It drops into the builder exactly like a form you made by hand: every field selectable, every connection editable. You read it. You fix the question that's worded wrong. You delete the field you don't need. You publish when you decide it's right. Change your mind after applying it? One click puts the form back the way it was.
The AI does the heavy, schema-aware part. You keep the fine-grained control. That is the entire trade.
Keep talking to it
The first draft is a starting point, not a verdict.
The preview is a conversation. "Make email required." "Add a budget dropdown with three tiers." "Drop the company section, these are homeowners." Each message comes back as the complete, updated form, connections intact, ready to look at again. You shape it the way you would with a teammate who happens to know your database by heart.
When it looks right, you apply it, and it follows the same review-and-publish path every other form takes.
It never sees your schema
This is worth saying plainly, because it's the reason this is safe to hand to an AI.
The assistant never sees the inside of your database. It works against a curated list of destinations written in plain language: "CRM · Lead → Email," "CRM · Company → Website," and whatever custom fields your plan includes. It can wire an answer to one of those, or leave it unconnected. It can't invent a table, reach a column it was never shown, or touch another business's data. Everything it proposes is checked against that list before it reaches your builder.
So the form arrives connected, and the map of how your business is wired stays where it belongs: on the server, not in a prompt.
Custom fields come along for the ride
If your plan includes custom CRM fields, the ones you defined for the way your business actually thinks about a customer, the assistant knows about those too.
Ask a garage-door company to build an intake form, and "how many doors?" can flow straight into the custom field they made for exactly that question. The assistant reads your field's name, wires the answer to it, and the value lands on the new contact when someone submits. Your vocabulary, your fields, no setup.
Where to find it
Two doors, one engine.
Open a form and you'll see Build with AI in the toolbar, and as an option on the empty-form screen when you start fresh. Prefer to stay in chat? Ask your dashboard assistant to "make me a job application that captures the applicant and their company," and it builds the draft, saves it unpublished, and hands you the link to open it.
It's in beta right now, on for platform admins and beta-tester organizations while we sand the edges.
A form was never really about the fields. It was always about where the answers go. That used to be yours to wire by hand. Now you can describe it, read what came back, and decide.
Related: what happens to a form answer after someone hits submit.