A complete guide to Gorgias automation in 2025

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 half of them are the same question: "Where is my order?" Your agents are stuck copy-pasting tracking numbers instead of tackling tricky problems or turning a customer complaint into a happy shopper. It’s a classic sign that your manual support process is running on fumes.

For so many brands, Gorgias is the heart of customer support. It’s a great helpdesk, but if you aren’t using automation, you’re missing out on a huge opportunity to make life easier. This guide is here to fix that. We’re going to walk through every level of Gorgias automation, from the simple tools included in every plan to its more advanced AI agent. We’ll cover what they do well, where they stumble, and how you can build an automation strategy that actually saves you time and money.

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 without needing a person to step in every time. This can range from simple, pre-written replies to a full-on 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 good set of tools to get started with both. But as you’ll see, the best automation setups often mean looking beyond the built-in features to get around the limitations of being stuck in just one system.

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 usually the first things teams try out, and they 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 just pre-written templates or canned responses. Their whole purpose is to stop your agents from typing the same answers over and over again. This obviously saves time, but it also helps keep your brand voice consistent and cuts down on embarrassing typos.

For example, instead of writing out your return policy every single time, an agent can just click a macro. You can get a bit fancier 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 take things a step further. They are the "if-this-then-that" brain of Gorgias. 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.

• Closing spam: A rule can automatically find and close tickets from "no-reply" emails or spammy subject lines, which helps keep your inbox clean.

A screenshot showing the if-then commands for auto-assigning tickets, a key feature of Gorgias automation.

<protip text="The real magic happens when you combine Rules and Macros. For instance, you can create a Rule that spots any message with "tracking number." That Rule can then trigger a Macro that replies to the customer with their order status and tracking link, closing the ticket before an agent even sees it.">

The limitations of native Gorgias automation

While Rules and Macros are fantastic for repetitive, predictable questions, they eventually hit a wall. Because they rely on strict logic and keyword matching, they can’t really handle the messiness of a real human conversation.

If a customer misspells something or asks their question in a slightly different way, a Rule is probably going to fail. They can’t understand context or what the customer actually means. More importantly, they only know what you’ve told them. They can’t learn from past chats or answer a question if you haven’t written a perfect script for it. This is usually the point where teams realize they need something smarter.

Going further with Gorgias automation: The AI agent and automate add-on

Once you max out what the basic rules can do, Gorgias will point you toward its paid add-ons. These tools are meant to bring more intelligence to the table, moving away from that rigid "if-then" logic toward something more dynamic and AI-driven.

What the Gorgias Automate add-on offers

The Gorgias Automate add-on is a set of features that are all about customer self-service. The main idea is to deflect common questions before they even turn into tickets. Its key features are:

• Flows: These are like little choose-your-own-adventure guides you can build into your chat widget. A customer can click through options (like "Track an order" -> "Enter order number") to get an answer without having to type anything.

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

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

These tools are a clear improvement, giving customers 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 sold as the platform’s top-tier solution. It’s designed to be a completely independent agent that can figure out and solve customer issues without any human help. It learns from your brand policies and help center to answer common questions about orders, products, and general FAQs.

A screenshot of the Gorgias conversational AI assistant automatically handling a customer query about their order status, showcasing advanced Gorgias automation.::

There’s a big catch, though: its knowledge is almost completely trapped inside the Gorgias platform. If your company’s important info is stored elsewhere, like technical guides in Confluence, return policies in Google Docs, or product specs in another database, the Gorgias AI Agent can’t see it. This creates a knowledge gap and means your AI is only working with a piece of the puzzle, not the whole thing.

Another thing to watch out for is the pricing. The AI Agent often has a per-resolution fee, meaning you pay for every single ticket the bot manages to close. This can make your monthly bill hard to predict and, funnily enough, ends up costing you more as your automation gets better.

Supercharging Gorgias automation with a third-party AI platform

Even with all of Gorgias’s advanced tools, many teams find they still need more. They need an AI that can learn from all of their company knowledge, not just what’s in the helpdesk. They want more control, better ways to test performance, and a pricing model that doesn’t grow every time they have a busy week. This is where plugging in a specialized AI platform can make all the difference.

Why eesel AI is the smartest way to upgrade your Gorgias automation

eesel AI is an AI platform built to connect directly to the tools you already use, including Gorgias, without making you switch helpdesks or overhaul your workflow. It just makes what you already have much smarter.

Here’s how it solves the main problems of sticking with a native-only approach:

• You can get it running in minutes, not months: Forget about sitting through long sales demos and complicated setup calls. With eesel AI, the whole process is self-serve. You can connect your Gorgias account with one click and have a working AI agent in a few minutes, all on your own.

• It unifies all your knowledge, instantly: This is the biggest differentiator. While the Gorgias AI Agent is stuck in its own world, eesel AI connects to all the places your knowledge is stored. It integrates with Confluence, Google Docs, Notion, past tickets, and over 100 other apps. This gives your AI one single brain to work with, making it way more accurate and able to handle much tougher questions.

• You can test it with confidence using simulation: How do you know if an AI is going to work before you let it talk to your customers? With eesel AI, you can run a simulation on thousands of your past Gorgias tickets. It will show you exactly how the AI would have answered, giving you a clear forecast of your resolution rate and pointing out any gaps in your knowledge base. It’s a completely risk-free way to build and test your AI, something most platforms just don’t offer.

• You keep total control over your workflows: eesel AI gives you a workflow builder you can fully customize. You get to decide exactly which tickets the AI handles. You can set its tone and personality with a simple prompt and build custom actions that let it do more than just answer questions. For example, you could build a flow where a ticket comes into Gorgias, and eesel AI automatically checks the order status in Shopify, looks up a tricky return policy in a Google Doc, and then drafts the perfect reply for an agent to review and send.

A screenshot demonstrating the simulation feature for a Gorgias automation agent, allowing for risk-free testing and performance forecasting.::

A complete breakdown of Gorgias automation pricing

Gorgias’s pricing is based on tiered plans that depend on your monthly "billable tickets." But the advanced automation and AI tools are usually pricey add-ons.

The most important thing to get your head around is the AI Agent’s pricing. As they note on their pricing page, you’re often charged an extra fee for each ticket the AI resolves (somewhere around $0.90 to $1.00 per resolution). This model makes your costs swing wildly from month to month. If you have a busy period or your automation is working really well, your bill goes up. You’re basically paying a penalty for being efficient.

This is where a different take on pricing can have a huge impact.

Feature / Model	Gorgias	eesel AI
Base Plan	Based on billable helpdesk tickets	Based on monthly AI interactions (replies or actions)
AI Agent Cost	Additional fee per automated resolution	Included in the plan’s interaction limit
Cost Predictability	Low. Scales with ticket volume & resolutions	High. Fixed monthly or annual fee.
Trial	7-day trial	Free plan available; self-serve setup in minutes

With eesel AI’s pricing, you pick a plan based on a fixed number of AI interactions per month. An interaction is just any reply or action the AI takes. There are no surprise fees per resolution. This gives you a predictable, clear cost you can actually budget for, letting you automate as much as you want without dreading the end-of-month bill.

Build a smarter Gorgias automation strategy

Gorgias gives you a solid set of tools to start with automation. Its native Rules and Macros are perfect for handling the most basic, repetitive stuff, and the AI Agent add-on gives you more firepower if you’re ready for it.

But to build a support system that’s truly smart, scalable, and doesn’t break the bank, you need to think outside the helpdesk. The best approach often comes from integrating a flexible platform like eesel AI that can pull together all your scattered knowledge, give you full control over your workflows, and offer a predictable price. By connecting all your tools, you create an AI that isn’t just answering tickets, it’s working with the full context of your entire business.

Ready to see what that feels like? Get started with eesel AI for free and see how it performs on your past Gorgias tickets in just a few minutes.