Can you trust AI with your new customers? We did!

Malleable is designed to run tricky, repetitive workflows, using AI that collaborates with people. When someone finds Malleable, and wants to try it out, we schedule a call with them. It turns out we need to ask questions to help find those workflows, and people prefer talking over typing out answers.

So I read a little about the customer's company, get on the phone, and ask some questions. Often, it's "what bottlenecks in your process are blocking your scaling?" but I try to speak in the customer's language. I ask enough to understand what we could do to help, in between frantic web searches for their industry terms. Usually, I have to set up a follow-up call so I can research enough to imagine a solution.

Are we building a tool for the tricky workflows, or not?¶

Over time, my eye for workflow automation turned inward. Was I doing something an AI can now handle?

So I asked Malleable to do it.

It can integrate with thousands of products via MCP. It explained how to sign up for Vapi to power the voice calls. Then it wrote a prompt for the Vapi agent, inspired by its own prompt. After a couple of minutes, it presented me with this workflow.

From a customer's-eye view¶

Here's what happens now when you type your name and email into our homepage.

The Malleable workflow takes the email address and goes to find out who you are. Web search, the company's site, LinkedIn. It writes a short briefing on what the company does, likelihood of the right kinds of workflow, and size/budget.

The AI agent follows the workflow, and offers you a phone call with our AI right now, or a booking link with me in the future.

Here's the bet I'm making: people want to chat with an AI about what they're working on. They are unsure about what Malleable can help them with, but want to make progress. They can do it when they want, without wasting our time; maybe it's even a novelty. And so they'll overlook some lag and other oddities.

Then the phone rings¶

An AI voice, trained in teasing out workflows, and equipped with an up-to-date Malleable manual, greets you:

Hi {{name}}, I'm an AI assistant calling from Malleable — you just expressed interest on our site, so I wanted to learn a bit about what you're working on. Is now a good time for a few quick questions?

I pretended to be a lead, to try it out. It asked me about my team's process and bottlenecks. It immediately understood, even when I spoke in industry jargon. It repeated the understanding, gave some basic ideas for solutions.

And it's .. quite great¶

If I'm honest, I think it's better at this first call than I am. It just knows more about our customers' industries than I do, so while I'm pausing to understand and search, the AI has already asked an insightful follow-up question.

So I trust the AI with our new customers, not because it's a perfect substitute for a human, but because of its inherent advantages. It doesn't make you wait; it knows your industry already; and it was your choice. And there's a limit to how badly it can go: we only prompt it to ask questions, and stop when it has learned about the workflow.

Now I get to do what I'm good at¶

Malleable pulls the transcript of the call and assembles a profile: who this is, the workflow they described, and how it would look in Malleable.

The AI's proposal lands in my inbox with a link to review it in Malleable. This is much more than a warm lead. I have everything I need to know what problem we're solving. If we can help, I have the AI email them my calendar link, and I take it from there.

The Malleable workflow did the research, the call, the synthesis, and the waiting. I can focus on the creativity and the relationship.

But again, isn't Malleable for the tricky workflows?¶

Ok, ok, I could probably ask Malleable to do the "creativity and relationship" part too. Maybe I will eventually, but I care too much about learning from the customers now.

My painful workflow was lead management, but yours could be anything. Maybe there is research to do, tools to use, and people that would still want to review the AI's work. That could describe most of operations.

See it from the other side¶

This Malleable workflow is our real "Getting Started" form. Try it, perhaps it'll help you notice something you want to automate.

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