Subcategory · AI Citation Index
Workflow Automation
Workflow automation is AI's clearest duopoly. Zapier and Make each capture 76% of discovery prompts across ChatGPT, Claude, Gemini, and Perplexity, with near-identical mention volume and perfect model diversity. The consensus picks are also the kingmakers — both show up in 27 head-to-head comparison queries apiece and tie at identical evaluation scores, meaning neither can claim a decisive win rate over the other. Workato is the riser, gaining 15 points in AI attention over the past quarter while Azure Automation & Control sheds 16 points as a faller. The category is consolidated at the top — two brands split the shortlist — but the evaluation stage reveals a stalemate: Zapier, Make, ServiceNow, and Microsoft Power Automate all score 47 out of 100 in head-to-heads, trading wins with no clear victor.
178 discovery queries · 277 head-to-heads · refreshed Jul 20, 2026
Discovery stage
The shortlist
Across 178 buyer-style "Workflow Automation" queries
Zapier and Make split the shortlist one-for-one, each showing up in 76% of discovery queries and visible across all four engines. Built lands in 71% of queries with the same four-engine footprint but scores 32 in evaluations, meaning it surfaces often but rarely wins when buyers dig deeper. Slack and Azure Automation & Control both clear 65% discovery share on all engines, while Workato sits at 60% and climbing. Microsoft Power Automate surfaces in 58% of queries across every engine but scores only 21 in head-to-heads — high visibility, low win rate.
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Signal by intent
By topic
Top 5 most-cited brands per intent cluster. Brands with zero citations in a topic are not shown.
Evaluation stage
Head-to-head
How often AI cites each brand across uniform category evaluation prompts · median 5/100
When buyers ask AI to compare options, Zapier, Make, ServiceNow, and Microsoft Power Automate all tie at 47 in head-to-head evaluations across 27 comparison queries each — a four-way stalemate with no brand winning more matchups than it loses. Workato scores 45 across 26 comparisons, a hair behind the tie but still above the category median. Slack drops to 40 across 23 head-to-heads, while Built and Customer both score 36 — they surface often in discovery but lose more evaluations than they win.
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Each brand's score is the share of category evaluation prompts where AI cited them across all four engines — the same prompt pool for every brand. Brands above the median citation rate have stronger presence in evaluation-stage queries.
Brands to know
In this category
Zapier
Consensus pickNo-code connector for web apps
Read brand profile →Make
Consensus pickVisual automation platform formerly Integromat
Read brand profile →Workato
RiserEnterprise integration and automation platform
Read brand profile →N8n
Absent giantOpen-source workflow automation with self-hosting
Read brand profile →ServiceNow
KingmakerEnterprise IT service management and automation
Read brand profile →Want to know if AI cites your brand for Workflow Automation?
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