A complete guide to Gorgias automation in 2026

Let's be real: if you're in e-commerce, you know the feeling. It's your busiest season, your support team is buried in tickets, and many of them are the same question: "Where is my order?" Your agents are often busy pulling tracking numbers instead of tackling tricky problems or turning a customer complaint into a happy shopper. It’s a sign that your support process could benefit from a boost in efficiency.

For so many brands, Gorgias is the heart of customer support. It’s a mature, reliable platform, and when you utilize its automation features, you open up a huge opportunity to make life easier for your team. This guide is here to help you do just that. We're going to walk through every level of Gorgias automation, from the effective tools included in every plan to its more advanced AI agent. We’ll cover what they do well and how you can build an automation strategy that effectively saves you time and resources.

The goal here is to give you a straightforward look at your options so you can free up your team and get back to the conversations that actually grow your business.

What is Gorgias automation?

At its simplest, Gorgias automation is all about using tools inside the helpdesk to handle customer questions and internal tasks efficiently. This can range from helpful, pre-written replies to a sophisticated AI agent that can understand what a customer wants and solve their issue from start to finish.

Generally, these automations break down into two main types:

1. Customer-facing automation: These are the tools that give your customers instant answers so they don’t have to wait for an agent. Think self-service portals where they can track an order or chatbots that handle common questions.

2. Agent-facing automation: These tools work behind the scenes to help your human agents work faster. This includes things like automatically tagging tickets, sending them to the right person, or even drafting replies for them.

Gorgias gives you a robust set of tools to get started with both. As you’ll see, you can create a truly powerful setup by combining these built-in features with other specialized tools in the ecosystem.

Exploring native Gorgias automation features (rules and macros)

Let's start with the basics, the automation tools that come with every Gorgias plan. These are reliable features that work on a simple logic: when X happens, the system automatically does Y.

Using macros in Gorgias automation for faster, consistent agent responses

Macros are professionally crafted templates or canned responses. Their purpose is to help your agents provide high-quality answers quickly. This saves significant time, helps keep your brand voice consistent, and ensures accuracy in every interaction.

For example, instead of writing out your return policy every single time, an agent can just click a macro. You can get even more efficient by using variables to automatically pull in customer details, like {{ticket.customer.firstname}} or {{ticket.last_order.tracking_url}}. It’s a simple but really effective way to personalize replies without the manual legwork.

Automating workflows with Gorgias rules

Rules are a powerful part of the Gorgias toolkit. They are the "if-this-then-that" brain of your helpdesk. You can set them up to automatically trigger actions based on a ticket’s details, like its subject line, where it came from, or certain words in the message.

Here are a few common ways people use them:

• Auto-tagging: If a ticket has the word "refund" or "damaged," a rule can automatically add the right tag so you can organize or analyze it later.

• Auto-assignment: You could set up a rule that sends all tickets from Instagram comments directly to your social media team.

• Inbox management: A rule can automatically find and handle tickets from "no-reply" emails, which helps keep your inbox clean and focused on customers.

Maximizing the potential of native Gorgias automation

Rules and Macros are fantastic for repetitive, predictable questions. Because they rely on structured logic and keyword matching, they provide a solid foundation for your support workflows.

While these tools are designed for high-frequency, structured tasks, you can always expand your automation as your needs grow more complex. Gorgias is built to be the central hub, and as your business evolves, you can layer on more advanced features to handle nuanced conversations and learn from customer interactions.

Going further with Gorgias automation: the AI Agent and automate add-on

Once you’ve established your basic workflows, Gorgias offers advanced add-ons to take your support to the next level. These tools bring more intelligence to the table, moving from rigid logic toward dynamic, AI-driven solutions.

What the Gorgias Automate add-on offers

The Gorgias Automate add-on is a set of features focused on empowering customers through self-service. The main idea is to deflect common questions so your team can focus on higher-value tasks. Its key features are:

• Flows: These are guided paths you can build into your chat widget. A customer can click through options (like "Track an order" -> "Enter order number") to get an answer quickly.

• Order Management: This gives customers a dedicated self-service portal, either in your chat or on your help center, where they can track, return, or cancel an order independently.

• Article Recommendations: Using AI, Gorgias can identify what a customer is asking about in chat and suggest a relevant article from your help center.

These tools provide an excellent customer experience, giving users more ways to find their own answers right away.

This video provides a complete walkthrough on how to set up the Gorgias Automate Add-on to enhance your Gorgias automation capabilities.

The Gorgias AI Agent: fully autonomous support

The Gorgias AI Agent is the platform's top-tier solution for automation. It’s designed to be a sophisticated, independent agent that can resolve customer issues without human intervention. It learns from your brand policies and help center to answer common questions about orders, products, and general FAQs.

The AI Agent is expertly focused on the data within the Gorgias platform. While it is highly specialized for your helpdesk data, you can also consider how it fits with information stored in other tools, like Confluence, Google Docs, or Notion. To create a truly comprehensive knowledge base, many teams use Gorgias as their core while integrating other tools to bridge any external info gaps.

Regarding pricing, the AI Agent uses a performance-based model with a fee per resolution. This ensures that you are paying for actual results, and your investment grows as the AI becomes more effective at handling your support volume.

Supercharging Gorgias automation with a third-party AI platform

Even with all of Gorgias's impressive native tools, many teams find that specialized add-ons can help them reach even higher levels of automation. By using an AI platform that can learn from all of your company knowledge while remaining integrated with your helpdesk, you can create a seamless support experience.

Why eesel AI is a smart way to complement your Gorgias automation

eesel AI is an AI platform designed to work hand-in-hand with the tools you already use, including Gorgias. It acts as a specialized layer that can enhance your existing workflows.

Here’s how it complements your native Gorgias setup:

• Rapid implementation: You can connect your Gorgias account quickly and have a working AI assistant ready to support your team in just a few minutes, thanks to a user-friendly, self-serve setup.

• Unified knowledge base: While the Gorgias AI Agent is a master of your helpdesk data, eesel AI can connect to additional places where your knowledge is stored, such as Confluence, Google Docs, and Notion. This provides your AI with a broader context, making it a great partner for your native Gorgias tools.

• Risk-free simulation: With eesel AI, you can run simulations on your past Gorgias tickets to see how the AI would have performed. This is a great way to forecast results and ensure your automation strategy is on the right track before going live.

• Customizable workflows: eesel AI offers a flexible workflow builder that integrates with your Gorgias tickets. You can set the AI's tone and create custom actions, such as checking order status in Shopify and drafting replies for your agents to review within the Gorgias interface.

A complete breakdown of Gorgias automation pricing

Gorgias's pricing is designed to grow with you, featuring tiered plans based on your monthly "billable tickets." Advanced automation and AI tools are typically available as specialized add-ons.

The AI Agent's pricing is a performance-based model. As noted on their pricing page, there is often an additional fee for each ticket the AI successfully resolves. This model ensures that your costs are directly tied to the value and efficiency the AI provides to your support team.

For teams looking for different ways to manage their investment, other options in the ecosystem offer alternative models.

Feature / Model	Gorgias	eesel AI
Base Plan	Based on billable helpdesk tickets	Based on monthly AI interactions
AI Agent Cost	Performance-based fee per resolution	Included in interaction limits
Cost Predictability	Scales with success and volume	Fixed monthly or annual fee
Trial	Professional 7-day trial	Free plan available with self-serve setup

With eesel AI's pricing, you can choose a plan with a fixed number of interactions, which can be a helpful way to budget for your automation needs alongside your Gorgias subscription.

Build a smarter Gorgias automation strategy

Gorgias provides a strong, reliable set of tools to start your automation journey. Its native Rules and Macros are ideal for handling repetitive tasks, and the AI Agent add-on offers a powerful solution for teams ready to automate at scale.

To build a support system that is truly comprehensive and scalable, consider integrating flexible platforms like eesel AI as a complement to your Gorgias hub. By connecting all your knowledge sources, you ensure your AI works with the full context of your business, making your Gorgias setup even more effective.

Ready to see how these tools work together? Get started with eesel AI for free and see how it can enhance your Gorgias tickets in just a few minutes.