A customer fills in a form with a free text answer describing their order, their availability or the problem they are having, and that message is full of useful detail that a plain form field cannot capture on its own. Before it can be texted back to them in a useful way, someone usually has to read it and manually pull out the one or two facts that matter, such as a suburb, a product name or a preferred time.

AI Textraction sits in the middle of that process. Its Data Extraction action reads the unstructured text from a step earlier in the Zap and pulls out the custom entities you have defined, ready to be dropped straight into an SMS. Paired with Mobile Message, that means a New Form Response in Google Forms, a New Entry in Typeform or a New Lead from Facebook Lead Ads can all end with a personalised text going out, built from details a person would otherwise have had to read and copy across by hand.

Because the extraction happens automatically inside the Zap, the SMS that follows reads like it was written for that customer specifically, mentioning the product, date or detail they gave, rather than a generic confirmation. For businesses collecting free text answers at volume, that turns an unstructured comment into a message worth reading.