Running the selection · Chapter 12
Questions to ask an AI automation agency
The discovery call is your best test of an agency. A strong one thinks before it pitches. This chapter gives you the questions to ask.
“The important thing is not to stop questioning.”
What is a discovery call?
A discovery call is not a sales pitch. It is a two-way test. You judge their thinking, and they scope your problem.
How to run a discovery call
Keep the call structured so you cover what matters. A simple agenda helps.
Spend most time on their approach to your problem. Ask the same core questions of every agency.
Questions about their process
Start here. Their process tells you how delivery will feel.
- How would you approach this one workflow?
- What does your delivery process look like?
- How do you handle testing before go-live?
- Who will we actually work with?
- How do you communicate during a build?
Questions about experience and proof
- Have you built something like this before?
- Can you share a case study with numbers?
- Can we speak to a past client?
- Do you run automations in your own business?
- What went wrong on a past project?
Questions about ownership and data
These protect you later. See the ownership and security chapters for detail.
- Who owns the code and workflows?
- Whose accounts does it run on?
- Can we export our data anytime?
- Will you sign a data processing agreement?
- What happens if we leave?
Questions about pricing and support
Get the full cost, not just the build. See the pricing and support chapters for detail.
- How do you price this kind of work?
- What is the full first-year cost?
- What does your SLA promise, in writing?
- Who supports it after launch?
- What happens when an API or model changes?
Good answers vs weak answers
Listen to how they answer, not just what they say. Here is the contrast.
| Strong answer | Weak answer |
|---|---|
| Specific and honest about limits | Vague and all upside |
| References similar work with numbers | No proof or metrics |
| Explains an approach | Just names a tool |
| Clear on ownership and price | Dodges or defers |
Questions the agency should ask you
The best agencies ask before they pitch. It is a strong green flag.
Discovery calls by company size
For small teams
One focused call is often enough. Keep it to a single workflow and clear must-haves.
For enterprises
Expect several calls with different stakeholders. Bring security and legal into the ownership questions early.
Common discovery-call mistakes
Key takeaways
- Test their thinking on one real workflow.
- Ask every agency the same core questions.
- Cover process, proof, ownership, pricing and support.
- A good agency asks about you first.
Lining up discovery calls?
Browse the directory and shortlist agencies to call.
Browse the directoryFrequently asked questions
What questions should I ask an AI automation agency?+
Ask how they'd approach one real workflow of yours. Probe their process, experience and proof. Confirm who owns the code and data. Check pricing, support and what happens if you leave. The best questions test their thinking, not just their features.
What is a discovery call with an agency?+
A discovery call is a first conversation to test fit. The agency learns your problem, and you test their thinking. It is not a sales pitch. Use it to see how they scope one real workflow. Their questions reveal as much as their answers.
How do I prepare for an AI automation discovery call?+
Pick one real workflow to discuss in depth. Know its current cost in time or money. Write your must-haves on ownership and budget. Prepare the same questions for every agency. That keeps your comparison fair and fast.
What questions should an AI automation agency ask me?+
A good agency asks about your process first. It should ask what the workflow costs you today. It should ask about your tools, data and constraints. It should ask what success would look like. An agency that only pitches is a red flag.
What are good answers to look for in a discovery call?+
Good answers are specific and honest about limits. They reference similar work with real numbers. They explain an approach, not just a tool. They are clear on ownership, pricing and support. Vague, buzzword-heavy answers are a weak signal.
How many agencies should I have discovery calls with?+
Three or four is usually right. That is enough to compare thinking and fit. Ask each the same core questions. Fewer gives no real contrast. More than five makes the calls blur together.