API (Application Programming Interface) is essentially an agreed language through which software systems exchange data and instructions. When your e-shop automatically sends a confirmation email after an order, that happens via an API connection between the shop and the email tool. When an AI agent writes a new lead into your CRM, it also does so via API.
For automation and AI agents, APIs are critical – they're how the agent communicates with your systems.
The good news: most modern software (Salesforce, HubSpot, Pipedrive, Gmail, Slack, Notion...) offers robust APIs today.
The less good news: older "legacy" systems (an ERP from 2008, on-premise software from local vendors) either have no API or a very limited one. In those cases, alternatives exist – RPA, scraping, or custom middleware.
When we consult on automation, one of our first questions is always: "Which of your systems have APIs?" – the answer determines which solution will be fastest and most robust.