At Jotform, we love engaging customers for their helpful feedback on the products we develop during every stage of the product cycle. We love it even more when one of those customers is a certified AI consultant . . . and we happen to be working on AI Agents.
Elana Etten, a certified AI consultant with Identity Marketing US (IDMUS) Consulting, provides small businesses and nonprofits with the expert guidance and support they need to implement AI and automation within their organizations. Having worked as an automation consultant for the last 10 years, she knows a thing or two about the pros and cons of software and AI solutions.
In her work with volunteer organizations and nonprofits, Etten gravitated to automation solutions that were competitive without being overpriced. During her experience as a member of Toastmasters, Etten discovered Jotform and how well the platform lent itself to web design.
In 2025, Jotform’s AI Agents really caught the consultant’s eye, representing a new level of business productivity both for her and for her clients.
IDMUS Consulting case study results at a glance
250 emails drafted
The Gmail Agent has thus far automatically drafted 250 emails, resulting in more time saved and allowing for more productivity.
AI Agent flexibility
A certified AI consultant, the customer grew more involved with Jotform upon the debut of AI Agents, noting the built-in workflow automation advantage.
11,000 emails excluded
The agent has excluded over 11,000 promotional, transactional, and automated emails from automatic drafts, demonstrating savvy use and helping the customer avoid needless clutter.
Betting on the right horse (or no-code software)
In vetting solutions for her clients (and in pursuing her own web design efforts), Etten noticed that Jotform was a highly effective form builder. It stood out to her for features like code integration, site embedding, and template availability.
“I kind of locked in with Jotform, like maybe eight years ago,” Etten explained.
In the ensuing years she found herself exploring no-code app development tools and noticed the potential with Jotform Apps. While at that time she found it didn’t have the exact functionality she was looking for, she made a mental note to keep an eye on Jotform and the new products and features that began to come in rapid succession.
“You really started ratcheting up all of your functionality (in recent years),” Etten told me. “I was like, ‘Alright, I bet on the right horse this time.’”
Given her comfort level with Jotform and the endless possibilities of marrying forms and form data with AI, Etten grew even more excited as our AI solutions began to be introduced. She has since deployed a few active AI Agents to handle customer support, website FAQs, and professional service support.
“I’m a certified AI consultant . . . so when Jotform started coming out with AI, I mean, everybody was coming out with AI, but I was paying attention to you guys,” said Etten. “The AI Agent stuff, you guys fascinated me with all that.”
There’s an AI for that
Etten was chosen to be a tester for the beta version of the Gmail Agent, Jotform’s AI solution that connects directly to a customer’s Gmail account to save time by auto-drafting replies to incoming emails.
To hear Etten tell it, the match couldn’t have been a better one.
“I get 100 emails a day . . . I actually have considered hiring an assistant just to deal with my email, but you’re telling me that there’s an AI for that, so my ears were perking up.”
The more Etten has explored Jotform’s AI offerings, the more she’s realized that compared to other AI agent services, Jotform’s capabilities are on another level.
“Other AI agents . . . still don’t have the automation functionality. They suck at connecting to Gmail. You guys have all of the automation in a form, and the things that you can do connected with [a] form and workflows is just honestly beautiful.”
The Gmail Agent: Simplifying inboxes at scale
Etten’s initial use of the Gmail Agent (in beta) has left a positive impression. Among other things, she’s trained her agent on effective appointment reminders and responses, clinical assessments and onboarding, and post-meeting follow-ups.
I’ve been using Gmail Agent and I absolutely love it. It’s great to see it serves a dual purpose when it helps identify messages that I should reply to in my inbox — because I can see the draft — and then I have a choice between which response to use and it just helps move the day along. So I really enjoy using it.
So far, Etten’s collective Gmail Agents have drafted over 250 emails, saving her valuable time. But just as importantly, based on her custom settings, they have excluded over 11,000 emails from the promotional, transactional, or automated email categories of her inboxes, showing she’s trained the tool in a savvy way.
As a beta user, Etten has provided valuable constructive feedback to us that will help improve the use of certain Gmail and AI Agent features in the future. She has plans to implement the Gmail Agent as she moves forward with automation projects for the businesses in her community.
“There’s no replacement for the way Jotform does WYSIWYG, being able to drop and build a form,” said Etten. “I can employ a form so quickly, the interface is very intuitive, and there’s so much useful automation (and AI) built right into the platform that . . . I’ve tried many other form builders and nothing else really comes close.”
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