Make Owns 81% of AI Discovery in Workflow Automation

Make captures 81.4% of share-of-voice when AI engines answer workflow automation questions. That's not market leadership. That's category ownership in the AI discovery layer.

117 brands surface across AI discovery prompts for workflow automation. Make appears in four out of five answers. Zapier follows at 76.0%. Workato sits third at 59.4%. The concentration index for this category is 2.8 — higher than most B2B software categories we audit. One brand has built a moat in AI attention that competitors haven't cracked.

The numbers show extreme concentration

Make doesn't just lead. It dominates. An 81.4% share-of-voice means the brand surfaces in the vast majority of AI-generated answers about workflow automation, integration platforms, and no-code tools.

Zapier's 76.0% looks competitive until you realize it's trailing by five percentage points in a category where both brands should theoretically own equal mindshare. Zapier invented the category. Make is the challenger. Yet Make is cited more often.

Workato sits at 59.4%. That's strong visibility for an enterprise-focused brand, but it's 22 points behind Make. The gap between first and third is wider than most category spreads we track.

What Make did right

Make built content depth that AI engines trust. The brand publishes use-case documentation, integration guides, and workflow templates that answer the exact questions buyers ask AI tools. When someone prompts "how do I connect Airtable to Slack without code," Make's content surfaces because it maps to that query.

Zapier has brand recognition and a massive user base. But Make invested in structured, citation-friendly content that AI models can parse and reference. That's the difference between being known and being cited.

Workato's enterprise positioning limits its discovery footprint. The brand targets IT buyers with complex integration needs. AI engines surface it for enterprise automation prompts — but those represent a smaller share of total category queries. Most workflow automation questions come from small teams looking for quick wins, not CIOs evaluating iPaaS platforms.

The vulnerability: trust signals are thin

Make's dominance rests on content volume and structure. But AI engines are starting to weight trust signals more heavily — G2 reviews, case studies, third-party mentions, analyst reports. If Zapier or Workato flood the zone with high-trust content, Make's lead could compress fast.

Zapier has 5,000+ G2 reviews. Make has fewer than 1,000. That gap hasn't mattered yet because AI models prioritize content relevance over review count. But as models evolve to factor trust into citation decisions, Zapier's review advantage becomes a weapon.

Workato could exploit the same opening. The brand has strong analyst coverage from Gartner and Forrester. If it publishes more buyer-facing content that references those reports, AI engines will start citing it in mid-market and enterprise prompts where Make currently dominates.

What competitors should do

Zapier needs to publish more structured how-to content that mirrors the queries Make owns. The brand has the user base and the integrations. It's missing the content layer that AI engines can cite. Build workflow guides, integration walkthroughs, and use-case templates. Make them citation-friendly — clear headings, step-by-step instructions, named tools.

Workato should lean into its enterprise positioning but broaden the content aperture. Publish content for mid-market buyers exploring automation for the first time. Don't assume every query is from a CIO. The brand can own "enterprise-grade workflow automation" without ceding "workflow automation" entirely to Make.

For every other brand in this category: the gap is real, but it's not permanent. Make built its lead with content execution, not product superiority. Match the content depth, add stronger trust signals, and the concentration will fragment.

The moat is content. Content can be replicated.