Intelligent Automation

Agentic AI describes AI systems designed to pursue goals through iterative reasoning, planning, tool use, and adaptation rather than producing only a single passive response.

An AI agent is a software system that perceives context, reasons about a goal, selects actions, and uses tools or other systems to complete tasks with a defined degree of autonomy.

AI guardrails are technical and organisational controls that constrain how an AI system receives inputs, generates outputs, uses data, and takes actions.

The coordination of models, agents, tools, data, rules and human controls to complete an AI-enabled process.

An application programming interface is a defined contract that allows software components to request data or functionality from another component.

The ability to understand the state, behaviour and outcomes of automated workflows from logs, metrics, traces, events and business context.

The use of repeatable software-controlled tests to verify that applications, integrations or workflows behave as expected.

The use of technology to execute, coordinate and monitor repeatable activities across an end-to-end business process.

Composable architecture is a modular approach in which systems are assembled from independent, interchangeable capabilities connected through defined interfaces.

Event-driven architecture is a design approach in which components produce, detect, and respond to events representing changes or occurrences in a system.

The defined detection, management, recovery and escalation of errors or unexpected conditions in software and automated processes.

A control requiring an authorised person to approve a proposed decision or action before a system executes it.

Human-in-the-Loop is a system design in which human judgement, review, feedback, or authorisation is deliberately incorporated into an automated or AI-enabled process.

Idempotency is the property of an operation that produces the same intended state whether it is performed once or repeated with identical inputs.

Integration Platform as a Service is a cloud-delivered platform for building, operating, and governing integrations among applications, data sources, APIs, and processes.

JavaScript Object Notation is a lightweight, text-based, language-independent format for exchanging structured data.

A large language model (LLM) is a language model trained on very large datasets and parameterised to process or generate language and related sequences.

Lead nurturing is the coordinated use of relevant communications and experiences to help a prospect progress towards an appropriate next decision over time.

Lead scoring is a method for assigning values to prospect attributes and behaviours to support prioritisation or routing against an agreed outcome.

A lifecycle stage is a governed classification representing where a person, account or opportunity currently sits in an organisation's defined commercial relationship.

A marketing qualified lead (MQL) is a lead that meets agreed marketing criteria indicating stronger fit or engagement than other leads, but is not necessarily sales-ready.

Middleware is software that provides shared communication, integration, data exchange, or platform services between applications and underlying systems.

Observability is the ability to understand a system’s internal state and behaviour from the telemetry and contextual information it produces.

The coordinated execution and control of multiple tasks, services or workflows to achieve an end-to-end outcome.

The systematic identification and documentation of how work is actually performed across people, systems and decisions.

The analysis of event logs to reconstruct, measure and improve real operational processes.

A class of attack against large language model applications in which malicious input is crafted to override, redirect, or extract information from the system's intended instructions.

An AI architecture that combines large language model generation with real-time retrieval from external knowledge sources to produce grounded, verifiable responses.

A strategic function that aligns sales, marketing, and customer success operations under a unified data model, process framework, and technology stack to drive predictable, efficient revenue growth.

Software automation that imitates defined user interactions with existing applications to execute repetitive rule-based tasks.

System integration is the practice of connecting applications, data stores, infrastructure, and business processes so they exchange information and operate as a coordinated system.

A webhook is an event-triggered HTTP request sent by one system to a registered endpoint in another system to notify it that something has happened.

Workflow automation is the use of software to route information, apply rules, coordinate tasks, and trigger actions across a defined business process with reduced manual intervention.