Use Grok Bot to help turn your content, expertise, and goals into a branded Surfn agent your customers, followers, or students can interact with.

We’ve started noticing an interesting pattern among Surfn users: some are using Grok Bot to help create and customize their Surfn agents.

At first, that might sound like one AI helping build another. But the more useful way to think about it is:

Grok Bot works for you. Your Surfn agent works for your audience.

Grok Bot can help with the work behind the scenes—organizing your content, shaping the experience, and helping keep it current.

Surfn serves a different role. It gives your audience a branded conversational AI agent built around the knowledge, guidance, and actions you choose to make available to them.

Together, they create a simple workflow:

Your expertise + goals → Grok Bot → your Surfn agent → your audience

And Grok Bot isn't the only agent we're seeing in these workflows. Some Surfn users are also working with tools like Claude Code and Hermes Agent alongside Surfn.

The broader pattern is interesting: AI agents can help with work behind the scenes, while Surfn provides the branded, audience-facing experience.

For this article, we’re focusing on Grok Bot as one example of that emerging workflow.

What does it mean to give Grok Bot a face?

Example of a shareable Surfn agent page. A Surfn AI agent gives your audience a branded place to interact with your knowledge, ask questions, and explore next steps, while Grok Bot can help behind the scenes.

Grok Bot is designed to do more than generate answers in a chat.

As xAI explains:

“Each Bot works on a persistent cloud computer with a browser, filesystem, and terminal.”

Source: xAI’s Grok Bot documentation

With the access you provide, Grok Bot can take on multi-step work across apps and websites, including tools that don't have a dedicated integration.

Surfn takes the knowledge and guidance you want to share and turns it into an experience designed for your audience. You can create a branded AI agent using your website, files, FAQs, text, or YouTube content, then customize how it looks, responds, guides conversations, and takes action.

So “giving Grok Bot a face” doesn't mean exposing your personal AI workspace to your customers.

It means letting Grok Bot help behind the scenes while your Surfn agent becomes the branded experience your audience interacts with.

Imagine you’re a coach with years of valuable content

Say you’re a positioning coach.

Over the years, you’ve created workshops, videos, frameworks, articles, FAQs, and resources. There’s plenty of expertise available, but a potential client may not know where to start.

Maybe they discover you through LinkedIn or YouTube, visit your profile, follow your link-in-bio, or explore your website.

They’re interested, but they still have a specific question:

“Which workshop should I start with if I’m struggling to explain what makes my business different?”

That’s where a Surfn agent can help.

You can make the agent available at the places in your funnel where unanswered questions might otherwise lead to drop-off, giving visitors a convenient way to get quick, personalized answers and guidance in the moment.

That could mean embedding it on your website, adding your Agent Page to your link-in-bio, or sharing the agent link alongside your content.

Using your own material, the agent could answer the visitor’s question, explain the relevant framework, ask about their business, recommend the most useful workshop or resource, and answer follow-up questions.

And it doesn’t have to stop at answering.

When the visitor is ready, the agent can help guide the next step, whether that’s:

• watching a video
• exploring a resource
• joining your email list
• sharing their contact information
• booking a call

Surfn can ask questions conversationally and surface relevant content, forms, links, or booking calendars when they’re useful.

It doesn’t replace your website, content, or existing funnel. It adds a conversational layer across them—helping interested visitors get the clarity they need and move forward more easily.

Question → useful answer → personalized guidance → next step

How Grok Bot can help you create your Surfn agent

Screenshot of the Surfn agent editor. Grok Bot can help prepare your content and shape the experience, while Surfn gives you a no-code editor to customize, preview, and publish the agent your audience interacts with.

You don’t need Grok Bot to use Surfn.

Surfn is no-code and designed so you can create, customize, and share an agent directly.

But if you already use Grok Bot, it can make the process even easier.

Give it the content you want your Surfn agent to use, tell it who the experience is for, and explain what you want visitors to get from it.

For example:

Help me create a Surfn agent for my coaching business using these workshop transcripts, FAQs, and current offer pages.

It’s for founders and consultants who want help improving their positioning.

Help visitors understand my approach, find the most relevant resource or workshop, and decide what next step makes sense.

Keep the experience grounded in my content and aligned with my brand. Use only the sources I’ve provided, and flag anything missing or contradictory instead of inventing an answer.

From there, Grok Bot can help organize your material, identify useful information to include, draft instructions and conversation starters, and think through how the agent should guide visitors.

For our coach, that might mean starting conversations with questions like:

“Help me choose a workshop”

or

“Explain your positioning framework”

Grok Bot can also work across browser-based tools, so with the appropriate access it may be able to help with parts of the setup directly. xAI notes that Bots can sign into tools and work across apps, websites, and services without a dedicated API.

Some actions may still require you to sign in, approve something, or take over briefly.

The point isn’t that you need an AI agent to operate Surfn.

It’s that an AI agent you already use for your own work can now help you create the AI experience your audience sees.

Once you’re happy with it, test a few questions your audience would realistically ask and share your Agent Page or embed the agent wherever it makes sense in your funnel.

Grok Bot can help keep the experience current, too

Your business changes over time. You publish new content, launch offers, update resources, and shift what you want to promote.

Grok Bot can help you keep track of those changes and identify what may be worth reflecting in your Surfn agent.

For example, if our positioning coach launches a new workshop, Grok Bot could help prepare the relevant material, suggest updates to the agent’s guidance or conversation starters, and help make sure visitors are being pointed toward the current offer. After the workshop, it could help shift that experience toward the recording instead.

And if you find a workflow that’s useful enough to repeat, Grok Bot can make that process easier to reuse.

As xAI recommends:

“Start with a one-time task. Make it reliable, save the method as a skill, and only then automate it.”

Source: xAI’s skills and routines documentation

Grok Bot supports reusable skills and routines, which means a process you’ve already tested can potentially be repeated on a schedule or, where supported, after an event.

In most cases, your Surfn agent won’t need constant upkeep. But if your content, lessons, offers, or priorities change often, the same personal AI already helping with your work can also make those updates easier.

Give your expertise a face your audience can talk to

You’ve already done the hard part: developing your expertise and creating useful content.

A Surfn agent gives people another way to engage with it. They can ask a question, explore an idea, get personalized guidance, and move toward a relevant next step.

Grok Bot can help with the work behind the scenes as your content and goals evolve.

Grok Bot works for you. Your Surfn agent works for your audience.

Together, they create a new way to turn the knowledge you already have into an experience people can actually interact with.

Create an agent around the expertise you already have

Turn your content, knowledge, and offers into a branded conversational experience for your audience.

Create your Surfn AI agent →

FAQ

Do I need Grok Bot to create a Surfn agent?

No. Surfn is a no-code platform where you can create, customize, and share your agent directly.

Grok Bot simply gives you another option if you already use it: it can help organize your content, think through the audience experience, draft parts of your setup, and assist with updates.

Can Grok Bot build a Surfn agent for me?

Grok Bot can help with much of the process using your source material, goals, and available browser access.

There isn’t a native Grok Bot–Surfn integration, and some steps may require you to sign in, approve an action, or take over. How much it can complete directly depends on the workflow and access you provide.

Can Grok Bot help keep my Surfn agent updated?

Yes. You can use Grok Bot to help review new content or business changes and determine what should be reflected in your Surfn agent.

Grok Bot also supports reusable skills and routines, which can make parts of a tested update process repeatable over time.