Make (formerly known as Integromat) is a visual workflow automation platform that enables teams to connect virtually any app or web service through a drag-and-drop scenario builder. Founded in 2012 and rebranded to Make in 2022, the platform has built a strong reputation for handling complex automation logic that simpler tools struggle with — including multi-path branching, iterators, aggregators, and custom data transformations.
In recent years, Make has expanded its capabilities to include AI-powered features, allowing users to incorporate OpenAI, Anthropic, and other AI services directly into their automation workflows. While not a dedicated AI agent platform, Make provides a practical bridge between traditional business automation and AI-enhanced workflows for teams that don't have dedicated engineering resources.
Key Features#
Visual Scenario Builder with Advanced Logic Make's canvas-based scenario builder is its standout differentiator. Unlike linear, step-by-step tools, Make allows workflows to branch, merge, loop, and route data through complex conditional paths. This makes it possible to build automations that would require significant coding effort in simpler platforms.
Broad App Ecosystem Make connects to over 1,000 apps and services, including all major CRMs, communication tools, databases, e-commerce platforms, and marketing systems. It also supports custom HTTP/API modules for connecting to apps without native integrations, covering virtually any web service.
AI and OpenAI Integration Make includes native modules for OpenAI (ChatGPT, DALL-E), allowing teams to add AI text generation, classification, summarization, and image creation steps directly within workflows. This enables use cases like automatically categorizing incoming support tickets, drafting email responses, or enriching CRM records with AI-generated insights.
Data Structures and Custom Variables Make offers built-in support for complex data structures — arrays, collections, and nested objects — that can be manipulated throughout a workflow. Combined with Make's formula functions (similar to spreadsheet formulas), this gives non-developers significant power over how data flows through automations.
Execution History and Debugging Tools Every scenario run is logged with full execution history, including input and output data at each step. This makes debugging significantly easier than opaque automation tools, allowing teams to identify exactly where a workflow failed and what data was present at that moment.
Pricing#
Free — $0/month Includes 1,000 operations per month, unlimited active scenarios (with basic limits), and access to most integrations. A practical starting point for individuals testing the platform.
Core — ~$9/month Increases monthly operations to 10,000 and adds access to additional features. Suitable for individuals or small teams with moderate automation needs.
Pro — ~$16/month Includes 10,000 operations plus priority execution, custom variables, and full execution history access. The most popular tier for growing businesses.
Teams — ~$29/month Adds team collaboration features, multiple users, shared scenarios, and team workspaces. Pricing scales with additional operation bundles as needed.
Enterprise — Custom Pricing Enterprise includes custom operation volumes, SSO, dedicated support, SLAs, and advanced security features. Pricing is negotiated based on organization size and requirements.
Who It's For#
Make is an excellent fit for operations and marketing teams that need to build sophisticated automations without developer involvement. Its visual interface is approachable for non-engineers, while its advanced logic capabilities mean those teams aren't limited to simple trigger-action pairs.
E-commerce and digital marketing teams use Make heavily to automate order processing, customer segmentation, multi-channel campaign triggers, and data synchronization between platforms. Small to mid-sized businesses that want more power than Zapier but don't need the developer-heavy approach of n8n or custom coding are Make's sweet spot.
Strengths#
Best Visual Interface for Complex Logic: Make's scenario canvas is widely regarded as one of the most intuitive ways to visualize and build complex, multi-path automation workflows without writing code.
Strong Price-to-Value Ratio: Compared to Zapier, Make delivers more advanced workflow features at a lower cost per operation, making it attractive for budget-conscious teams with sophisticated needs.
Robust Execution History: Full per-step logging of inputs and outputs makes Make much easier to debug than many competitors, reducing time spent troubleshooting broken automations.
Active Community and Template Library: A large community contributes automation templates covering hundreds of common business workflows, enabling rapid deployment of proven solutions.
Limitations#
Operations-Based Pricing Can Accumulate: Each action within a scenario consumes operations, meaning complex workflows with many steps and high run frequency can exhaust monthly operation quotas faster than expected, leading to unexpected upgrade costs.
Less Code Flexibility than Developer Tools: While Make is more powerful than Zapier, teams with heavy data transformation or custom API needs will hit the limits of its formula functions before developers would hit equivalent limits in n8n or custom code.
Rebranding Confusion: The transition from Integromat to Make left some documentation inconsistencies and community confusion. Searching for solutions online sometimes surfaces outdated Integromat-era resources that don't reflect the current interface.