Jonah & Julia Bohnert work at GoHighLevel, Jonah on the affiliate side and Julia on in-person events. In this Inside A Hustler’s Brain episode, the GoHighLevel AI features conversation covers the new Vibe Builder, Workflow 2.0, voice AI across the customer journey, the affiliate-led model and the “washing machine” view of AI.
What if your agency’s AI worked like a washing machine: you tell it what to do, walk away, and it does the rest?
At the Phuket summit in Thailand, I sat down with Jonah & Julia Bohnert from GoHighLevel for Inside A Hustler’s Brain. Jonah works on HighLevel’s affiliate side and Julia on in-person events.
I’ve been a GoHighLevel affiliate for many years, so I had lots of questions: how they beat other affiliate programs, how they’re adding AI, and what new features are coming.
Quick Facts: GoHighLevel and the Guests – Jonah & Julia Bohnert
| Detail | Info |
|---|---|
| Guests | Jonah Bohnert and Julia Bohnert |
| Company | GoHighLevel (also called HighLevel) |
| Jonah’s focus | The affiliate side |
| Julia’s focus | In-person events |
| Sales model | No traditional sales team; most net new customers come from affiliates (Jonah) |
| New launches discussed | Vibe Builder, Workflow 2.0 builder |
| Vibe Builder usage | About 120 billion tokens in just days (per the interview) |
| Recorded at | The Phuket summit, Thailand |
| Host | Jitendra Vaswani |
| Podcast | Inside A Hustler’s Brain (YouTube) |
Watch the Full GoHighLevel AI Features Episode ft Jonah & Julia Bohnert
In This Episode, We Unpacked
- Why HighLevel wants to be “everywhere all at once”
- How a product-led, affiliate-led model replaces a sales team
- What makes an affiliate program stand out beyond commission rates
- Which customers win most with GoHighLevel, from agencies to nail salons
- How HighLevel is adding AI to capture, nurture, close and beyond
- The “washing machine” view of AI
- Will AI eliminate jobs?
- The new Vibe Builder and Workflow 2.0
Why Does GoHighLevel Want to Be “Everywhere All at Once”?
HighLevel wants to be a household name. “We want to be everywhere all at once,” Jonah says: on the street, at events, on your phone, and in new markets.
That’s why they send team members to so many events every month, whether there are 20 people or 2,000. Even as an online powerhouse, being there in person matters.
Being customer obsessed is part of HighLevel’s culture, starting with its co-founders. Real conversations with business owners about their bottlenecks are how they learn and help. At events, people either need technical help or want to know what HighLevel is and what it can do for them.
How Does the GoHighLevel Affiliate Program Stand Out?
Here’s what surprised me: GoHighLevel doesn’t have a traditional sales team. Most net new customers come from affiliates, many of them customers who love the product and tell their network.
Jonah calls it being product-led: build a product so good that customers want to evangelize it, then add an affiliate program on top. They’re “affiliate obsessed” the same way they’re customer obsessed.
So what’s different when another B2B tool offers a similar recurring commission? Jonah’s answer:
- Customers love the product, so you’re promoting what may be the best tool on the market
- Most affiliates are subject-matter experts who use the platform and teach others, rather than low-value coupon sites
- Affiliate managers work one-on-one with essentially every affiliate
- Affiliates aren’t treated as just a marketing channel, but as the top of the funnel
For more on how affiliate programs grow, read Parul Bhargava’s vCommission story.
Who Wins Most With GoHighLevel? From Agencies to Nail Salons
Agencies, coaches, SaaS operators or local businesses? “All of them,” Julia says. Users range from agency owners with thousands of clients to a local nail salon sending appointment reminders by text. The price point helps too.
Agencies were key from the start. Jonah shared the story: the co-founders originally built the product for end-user businesses, then Robin, an agency owner, told them to go after agencies instead. Agencies can build solutions for businesses that aren’t marketing nerds, fixing broken workflows and disconnected tools.
White-labeling makes that model lucrative for agencies, and snapshots let an end-user business copy and paste something that already works and run with it quickly.
How Is GoHighLevel Adding AI to the Customer Journey?
What is the AI customer journey?
According to Julia Bohnert, HighLevel is adding AI at every step: capture, nurture, close, evangelize and reactivate. The goal is to reply to leads within five minutes every time, while freeing people for calls, events and family.
HighLevel is “super bullish” on AI, and Jonah believes almost every business in the US will be using some form of voice AI within the next five years.
Their advantage: customers already have the infrastructure. Their CRM, customer data and workflows are in place, so when voice AI answers a call and captures a lead, the nurture sequence is ready to engage that person. Because they’re product-led, they can build and refine quickly.
Julia explained the bigger idea: add AI at every step of the customer journey:
- Capture
- Nurture
- Close
- Evangelize
- Reactivate
The goal is to reply to leads within five minutes every time, while freeing you to do one-on-one calls, go to events or spend time with family.
For another look at AI tools for agencies, read Anirudh Agarwal on ranking inside ChatGPT search.
What Is the “Washing Machine” View of AI at GoHighLevel?
What is the washing machine view?
It is a description a HighLevel user once gave Julia Bohnert: all I have to do is tell you what to do, and then I can go do something, and you do the rest. Jonah calls the approach “human-plus”, where AI frees people for what matters most.
When Julia speaks about AI, some people want nothing to do with it. But someone once described HighLevel to her like this:
“You guys are like a washing machine. All I have to do is tell you what to do, and then I can go do something, and you guys do the rest.” – A HighLevel user, as shared by Julia
That’s their version of AI: not taking your job, but giving people time for the things that matter most.
Jonah calls it a human-plus approach. Every new customer still gets human touch points. Will a voice AI agent beat a human answering the phone? Probably not. But if a business is missing calls, it definitely helps, and it creates a chance for a human conversation that otherwise wouldn’t happen.
Will AI Eliminate Jobs? Jonah Bohnert’s Honest View
Jonah is honest: AI will definitely eliminate a lot of jobs, especially mundane tasks. “If I was a call center, I’d probably be very, very worried right now.”
But he compares it to the industrial revolution. With huge efficiency gains, organizations can use the extra resources to create new products, and new jobs and opportunities will arise that people aren’t even thinking of yet.
Fast-growing companies, he says, will hit growth targets without hiring a thousand more people, unlocking a new wave of growth.
For more on this debate, see Wilson’s expert opinion on whether AI will replace jobs.
What Are the New GoHighLevel AI Features? Vibe Builder and Workflow 2.0
The big launch at the time was the new Vibe Builder, released about a week before we spoke. Tell the AI what you want, and it builds a funnel or website from scratch.
Customers jumped on it: in just days, they had used about 120 billion tokens on the AI builder.
What is Workflow 2.0?
It is a new GoHighLevel workflow builder, revealed at HighLevel’s Level Up event. Jonah Bohnert says developers built it so quietly that even top affiliates heard about it only on launch day, and he uses it every day.
Jonah’s other favourite is the Workflow 2.0 builder, revealed at HighLevel’s Level Up event. Developers built it so quietly that even top affiliates heard about it only on launch day, and he uses it every day. With many lean developer teams, he says, “every single week there’s always something new”.
HighLevel is also going global with its own HighLevel Live events, including India, Mexico City and the Philippines, and Jonah was heading to TiEcon in India soon after our chat.
Key Takeaways From the GoHighLevel AI Features Interview
- GoHighLevel invests heavily in face-to-face events worldwide
- Affiliates, not a sales team, bring most new customers
- A great product beats a slightly higher commission
- It works for agencies with thousands of clients and local salons alike
- AI can support every step: capture, nurture, close, evangelize, reactivate
- AI will cut mundane jobs but create new opportunities
- The Vibe Builder builds funnels and websites from a prompt
- Human-plus: AI creates room for human conversations that would not happen otherwise
FAQs About GoHighLevel’s AI Features
Jonah and Julia Bohnert work at GoHighLevel. In this interview, Jonah works on the affiliate side and Julia focuses on in-person events.
According to Jonah, GoHighLevel doesn't have a traditional sales team. Most net new customers come from affiliates, many of whom are customers themselves.
It's an AI builder where you describe what you want and it builds a funnel or website from scratch. Customers used about 120 billion tokens on it within days of launch.
HighLevel adds AI tools across capture, nurture, close, evangelize and reactivate, including voice AI that can answer calls and feed leads into existing workflows.
Workflow 2.0 is a new workflow builder, revealed at HighLevel’s Level Up event. Jonah says developers built it so quietly that even top affiliates heard about it only on launch day, and he uses it every day. He says new things keep arriving every week.
HighLevel adds AI across capture, nurture, close, evangelize and reactivate, including voice AI that can answer calls and feed leads into existing workflows. Julia says the goal is to reply to leads within five minutes every time, while freeing people for one-on-one calls, events and family.
Jonah says customers love the product, most affiliates are subject-matter experts who teach others instead of coupon sites, affiliate managers work one-on-one with essentially every affiliate, and affiliates are treated as the top of the funnel, not just a marketing channel. He says commission rates are not the only factor.
Jonah says AI will definitely eliminate a lot of jobs, especially mundane tasks, and a call center would be very worried. He compares it to the industrial revolution, where efficiency gains create new products, jobs and opportunities. He also says fast-growing companies will hit goals without hiring thousands more people.
Final Thoughts on GoHighLevel’s AI Features
The GoHighLevel AI features conversation comes back to one idea: AI as a washing machine, handling the repetitive work while people focus on what matters. Add AI across the customer journey, keep human touch points, build with affiliates and customers who love the product, and watch the new Vibe Builder and Workflow 2.0.
If this conversation gave you even one idea for your agency, share it with a friend who runs one.
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If this conversation gave you even one idea for your agency, share it with a friend who runs one.
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Jitendra Vaswani is a well-known figure in the SEO and affiliate marketing communities. He is regarded as a legitimate authority due to his deep knowledge and game-changing contributions to the field. He is the founder of Digiexe.com, a digital marketing agency, and VenueLabs.com, a full-service PR marketing agency. His strategic acquisition of AffiliateBooster.com has further solidified his status as a leader, bringing forth groundbreaking solutions that are revolutionizing affiliate marketing. Follow Jitendra on Instagram, Facebook, and LinkedIn