GoHighLevel Conversation AI Bots

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How to Use Primary vs Non-Primary Conversation AI Bots in GoHighLevel

If you use ClickUp to manage documentation and workflows, you can also streamline your support and sales communication with GoHighLevel Conversation AI bots. This guide explains how primary and non-primary bots work, how to assign them to channels, and how to configure settings so your automations respond exactly the way you want.

All steps below are based on the official GoHighLevel support documentation for Conversation AI bots and their primary vs non-primary behavior.

Understanding GoHighLevel Conversation AI Bots

Conversation AI bots in GoHighLevel allow you to automate replies in Conversations based on channels, triggers, and ownership rules. To avoid multiple bots replying at once, each channel can have only one primary bot, while additional non-primary bots can run in more controlled scenarios.

Before configuring anything, it is important to understand these bot types and their limitations.

Primary Conversation AI bots in GoHighLevel

A primary bot is the main Conversation AI bot assigned to a specific channel. It has priority over any other bot for that channel and is usually responsible for the majority of automated replies.

Key points about primary bots:

  • Only one primary bot can be assigned to a single channel.
  • A primary bot can be used as a universal bot in an agency or sub-account.
  • It will respond automatically when messages arrive, based on its configured conditions.

Because of these rules, you cannot stack multiple primary bots on the same channel. You must instead use a mix of primary and non-primary bots to cover different use cases.

Non-primary Conversation AI bots in GoHighLevel

Non-primary bots are additional Conversation AI bots that you can use for specific workflows or limited scopes, but they do not take over as the main responder on a channel.

Non-primary bot usage is limited by several conditions:

  • They can respond only when invoked by certain trigger types, such as a workflow action.
  • They will not override the primary bot on a channel.
  • They are useful for niche or specialized conversations where the primary bot should stay silent.

This structure helps GoHighLevel users avoid conflicts between multiple bots responding at the same time.

Channel Assignment Rules for GoHighLevel Bots

To make sure automated conversations stay organized, GoHighLevel enforces strict rules about how bots and channels interact. You must respect these rules when configuring your automations.

One primary bot per channel in GoHighLevel

For each messaging channel (such as SMS, email, or other connected channels), GoHighLevel allows only one primary Conversation AI bot. This prevents overlapping replies from multiple primary bots.

High-level behavior:

  • If a primary bot is already assigned to a channel, you cannot set another primary bot on that same channel.
  • You may still attach non-primary bots to workflows or specific triggers that use that channel, as long as trigger rules allow it.
  • Universal primary bots count as the one primary bot for any channel they cover.

Before changing a bot to primary, always check if there is already a primary bot assigned on your target channel.

How non-primary GoHighLevel bots work with channels

Non-primary bots can still interact with the same channels as the primary bot, but they do so in a restricted way. These bots usually reply under specific, narrow conditions and will not act as the default responder for all incoming messages.

Typical usage patterns:

  • Triggered from a dedicated workflow step to handle specialized messages.
  • Used in testing scenarios where you do not want to disrupt the primary bot.
  • Run for specific tags, pipelines, or conversation contexts, depending on your configuration.

Always confirm that your workflow logic does not unintentionally trigger multiple non-primary bots on the same contact at once.

Behavior Rules for GoHighLevel Conversation AI

The way bots reply depends on ownership, the type of contact (existing or new), and which channel you use. These rules are critical when planning how automations should behave across your sub-accounts.

Ownership behavior in GoHighLevel bots

Conversation AI bots in GoHighLevel work under specific ownership rules. Ownership determines which user or bot is responsible for the conversation at any point.

General ownership behavior:

  • When a bot responds first on a new conversation, it may take temporary ownership depending on your configuration.
  • If a human user replies, ownership can shift from the bot to that user.
  • Non-primary bots usually do not take over full ownership from a primary bot without explicit configuration.

Checking and setting ownership logic correctly helps ensure messages are routed to the right agent or automation at the right time.

New vs existing contacts in GoHighLevel

Bots may behave differently for new contacts compared to existing contacts already stored in your GoHighLevel CRM. This affects how conversations start and which bot is allowed to reply.

Typical distinctions include:

  • New contacts may be handled directly by a primary bot as a first touchpoint.
  • Existing contacts may only trigger bots under certain conditions, such as when a specific workflow runs.
  • Some configurations may restrict bots from replying to contacts who are already in a certain pipeline stage.

Before deploying a bot, verify how it is configured for both new and existing contacts, and test each path with sample records.

Channel-specific behavior in GoHighLevel

Conversation AI behavior may also change depending on whether the message comes through SMS, email, or another supported channel. Certain features for bots might only be available or recommended on specific channels.

Examples of channel-specific behavior:

  • SMS may rely more heavily on short, direct bot responses.
  • Email-based bot replies might need additional formatting or disclaimers.
  • Some channels may have stricter limits on when bots can initiate messages versus reply to incoming ones.

Always review channel-level constraints for each bot you deploy.

Step-by-Step: Managing GoHighLevel Conversation AI Bots

Use these practical steps to configure and manage primary and non-primary Conversation AI bots in your GoHighLevel account, following the structure outlined in the official documentation.

1. Review existing GoHighLevel bot assignments

  1. Log in to your GoHighLevel account.
  2. Navigate to the Conversation AI or bot management area for your sub-account.
  3. List all existing bots and note which ones are marked as primary and which channels they are assigned to.
  4. Confirm that each channel has at most one primary bot.

This review helps identify conflicts before you add or change bot roles.

2. Decide which GoHighLevel bot should be primary

  1. Determine the main use case for each channel (e.g., support, sales, appointment booking).
  2. Select the bot that should handle the majority of conversations for that channel.
  3. Check that this bot’s prompts, replies, and workflow integrations match the channel goal.
  4. Verify that no other bot is currently set as the primary one for this channel.

If needed, adjust the bot content so that the primary bot delivers consistent, brand-aligned responses.

3. Configure non-primary GoHighLevel bots

  1. Identify niche or advanced scenarios that the primary bot should not handle.
  2. Create or edit non-primary bots tailored to those scenarios.
  3. Attach these bots to specific triggers or workflow steps instead of assigning them as channel-wide primary bots.
  4. Test each non-primary bot by triggering the associated workflow or event.

Non-primary bots should be carefully scoped to avoid overlapping with the primary bot’s responsibilities.

4. Test behavior with new and existing contacts

  1. Create a test contact not yet present in your GoHighLevel CRM and send a message on the target channel.
  2. Confirm that the correct primary bot responds as expected.
  3. Use an existing contact to send another test message and observe which bot, if any, replies.
  4. Adjust ownership rules and workflow triggers if you see multiple bots replying or no bot responding at all.

Document your test results so your team understands exactly how the system behaves in each case.

Best Practices for GoHighLevel Conversation AI Setup

To maintain reliable automation and a smooth customer experience, follow these best practices when managing Conversation AI bots in GoHighLevel.

  • Keep only one primary bot per channel at all times.
  • Use non-primary bots for specialized flows or testing only.
  • Regularly audit bot replies for quality and consistency.
  • Align ownership rules with your support and sales team structure.
  • Test channel-specific behavior whenever you update a bot.

Sticking to these practices reduces the risk of conflicting replies or missed messages.

Where to Learn More About GoHighLevel Conversation AI

For more detailed technical reference and the latest updates on Conversation AI behavior, limits, and bot types, always review the official support page here: Primary vs Non-Primary Conversation AI Bots.

If you need help planning or implementing advanced automation architecture around GoHighLevel, you can also consult specialized implementation partners such as Consultevo for strategic setup and optimization.

By understanding the differences between primary and non-primary Conversation AI bots, and by following the configuration steps outlined above, you can build a predictable, scalable automation framework inside GoHighLevel that supports your team and your customers effectively.

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