GHL AI Agents

Overview

GoHighLevel offers AI-powered automation through Voice AI (phone calls), Conversation AI (chat/SMS/social), Workflow AI (automation building), and Review AI (review management). Together, these function as a 24/7 digital employee.

AI Employee Types

Voice AI Setup

Prerequisites

• Agency Pro plan or higher
• LC Phone number (not Twilio) with A2P verification (US)
• AI Employee feature enabled at the agency level

Step-by-Step Configuration

1. Navigate to Settings → AI Agents

2. Create a new agent:

   • Agent Name: Descriptive name (e.g., "Front Desk AI")
   • Business Name: Your business name for context
   • Voice: Select from available voices; preview before choosing
   • Language/Accent: Match your target audience
   • Greeting: Set the initial message (e.g., "Hello, you've reached [Business]. How can I help?")

3. Assign Phone Number:

   • Go to Phone & Availability tab
   • Assign an LC Phone number
   • Configure call routing:
     • AI answers all calls directly, OR
     • AI as backup (waits for human first, picks up if no answer)

4. Configure Agent Goals:

   • Basic Mode: Simple objective selection
   • Advanced Mode: Detailed prompt with specific instructions

5. Connect Calendar:

   • Sync calendars for real-time appointment booking
   • Select which calendar the AI should use for bookings

Voice AI Prompt Engineering

Basic Guidelines

You are a friendly, professional receptionist for [Business Name].
Your primary goals are:
1. Greet the caller warmly
2. Identify their reason for calling
3. Book an appointment if appropriate
4. Collect their name, email, and phone number
5. If you can't help, offer to transfer to a team member

Important rules:
- Never make up information you don't know
- Always confirm details before booking
- Keep responses concise and natural
- If asked about pricing, say "[specific response]"
- For emergencies, direct them to [number/action]

Advanced Prompt Template

## Identity
You are [Name], the virtual assistant for [Business Name].
Personality: [Professional / Friendly / Casual]
Tone: [Warm and helpful / Direct and efficient]

## Goals (in priority order)
1. [Primary goal — e.g., Book a consultation]
2. [Secondary goal — e.g., Collect contact info]
3. [Tertiary goal — e.g., Answer FAQs]

## Knowledge
- Services offered: [list]
- Business hours: [hours]
- Location: [address]
- Pricing: [how to handle pricing questions]

## Handling Specific Scenarios
- If caller asks about [topic]: [specific response]
- If caller is upset: [de-escalation approach]
- If caller asks to speak to a human: [transfer/callback protocol]
- If outside business hours: [after-hours message]

## Restrictions
- DO NOT: [list things the AI should never do]
- ALWAYS: [list things the AI must do]

Conversation AI Setup

Supported Channels

• SMS / MMS
• Facebook Messenger
• Instagram DMs
• Website Chat Widget
• Live Chat
• Google Business Messages

Configuration Steps

1. Navigate to Settings → Conversation AI
2. Enable channels where the bot should operate
3. Set mode:
   • Autopilot: Fully automated responses
   • Suggestive: AI suggests responses for human approval
4. Configure response settings:
   • Wait time before responding
   • Maximum messages per conversation
   • Handoff rules (when to transfer to human)

Training the Knowledge Base

The Conversation AI learns from your provided content to answer questions accurately.

Training Sources:

Best Practices:

1. Start with FAQs — Add the 20 most common questions and ideal answers
2. Be specific — Vague training data produces vague responses
3. Update regularly — Add new Q&As as you discover gaps
4. Test thoroughly — Ask the bot questions from different angles
5. Review conversations — Check chat logs for incorrect or missed responses

Appointment Booking via Chat

1. Enable Appointment Booking in Conversation AI settings
2. Select the target calendar
3. The AI will:
   • Suggest available time slots
   • Confirm the booking details
   • Create the appointment in the calendar
   • Send confirmation to the lead

Content AI

Use built-in AI for content generation across GHL:

AI Best Practices

General

1. Set clear boundaries — Define exactly what the AI can and cannot do
2. Start conservative — Begin with limited scope, expand as you gain confidence
3. Monitor regularly — Review AI conversations daily during the first week
4. Have a human fallback — Always provide a way to reach a real person
5. Test edge cases — Ask unusual or adversarial questions to find weak spots

Prompt Engineering Tips

1. Be literal — The AI follows instructions exactly; be explicit
2. Use examples — Show desired input/output pairs
3. Define the persona — Give the AI a name, role, and personality
4. Set guardrails — Clearly state topics to avoid or redirect
5. Iterate — Refine prompts based on real conversation analysis

Performance Optimization

1. Track booking rate — Measure how many conversations result in appointments
2. Monitor CSAT — Collect satisfaction feedback after AI interactions
3. Analyze drop-offs — Identify where conversations end without conversion
4. A/B test prompts — Try different approaches and measure results

Key Resources

• Official Guide: GoHighLevel AI Employee Setup
• Voice AI Docs: Voice AI Configuration
• Prompt Guidelines: Available in the AI Agent Advanced Mode settings