Luigi, your AI assistant

Luigi is the AI assistant built into Formtoro. Instead of clicking through every setting, you describe what you want and Luigi does it — and instead of digging through reports, you ask a question and Luigi answers it with your real numbers.

You'll meet Luigi in three places:

• Creating a form — Luigi writes the first draft's copy in the create-form wizard.
• In the builder — Ask Luigi (⌘J) edits the form you have open.
• Everywhere else in the admin — a floating Ask Luigi button answers questions about your forms, conversion, revenue, experiments, and discounts.

Luigi writes your first draft

When you create a form, the wizard's last step is Let Luigi write it. You've already picked the structure and look — Luigi fills in the words: the headline, the questions, and the button copy, drawn from your store so it sounds like you and not like a template.

There's one optional field — Anything Luigi should know? — for a short steer: "Skincare quiz for first-time buyers, friendly tone." Leave it empty and Luigi works from your store alone. You land in the builder with a complete draft you can edit freely.

For your first form, this generation is free and part of onboarding. For later forms it's optional — skip it and the form is created with the template's default copy instead.

Editing forms in the builder

Open Ask Luigi from the builder — the Ask Luigi button or ⌘J (Ctrl+J on Windows). It's a chat that stays with you while you edit, so you can go back and forth as the form takes shape.

Luigi sees what you've selected

The chat header shows exactly what your next message will act on — Editing: Email input, Editing step: Discount reveal, or Editing full form when nothing is selected. Select an element on the canvas, say "make this bigger", and Luigi knows what "this" is. A context badge above the composer confirms the current target.

What you can ask

• "Add an email capture step with a consent checkbox."
• "Add a multiple-choice question: what are you shopping for today?"
• "Make the heading bigger and match my brand color."
• "Add a step that reveals my welcome discount."
• "Reorder the steps so email comes last."
• "Restyle the whole form to feel more editorial."
• "Check this form for problems before I save a version."

Luigi doesn't guess in the dark. Before editing, it can read your confirmed brand (logo, colors, fonts), your themes, your existing discounts, and the questions you already ask in other forms — so a new step arrives on-brand and consistent with the rest of your setup. It also runs the same checks as the builder's issues panel, so it can flag a step with no way forward or a missing consent disclaimer before shoppers ever see it.

You stay in control

Luigi edits your draft, never your live form. The draft autosaves as always; nothing reaches your storefront until you Save version and turn the form on (how versions work).

After every Luigi edit, a banner shows what changed — AI updated 3 elements — with a one-click Undo. Luigi's edits also join the regular history, so ⌘Z works too.

Ask Luigi anywhere

Outside the builder, a floating Ask Luigi button follows you on every admin page. This Luigi is your account manager: it answers questions, in plain language, backed by your actual data — it looks the numbers up while you watch and never changes anything.

Ask things like:

• "How's my conversion this week?"
• "Which form drives the most revenue?"
• "Where do people drop off in my welcome popup?"
• "Did the version I published last Tuesday help or hurt?"
• "How are my A/B experiments doing — has any reached significance?"
• "What's my return on ad spend by campaign?"
• "Which answers predict the highest customer value?"

Luigi understands plain-language time ranges ("last week", "past 30 days") in your shop's timezone, and finds forms by name — "the quiz" is enough.

What Luigi can look up

• Funnels and drop-off — shop-wide and per form: views, starts, completions, and where people leave, step by step.
• Revenue and attribution — orders and revenue attributed to your forms, broken down by form, answer, UTM campaign, device, or page.
• Publish history and releases — which versions of a form went live when, and how each one performed, so you can see whether a change paid off.
• Answers and audience value — response distributions, how answers correlate with each other, and customer lifetime value by form or segment.
• Experiments — every A/B test's status, per-variant results, and whether the difference is statistically significant. See Experiments.
• Discounts — code usage and the revenue behind each. See Discounts.
• Ad spend — Meta and Google spend, cost per lead, and return on ad spend, once those integrations are connected.
• Engagement patterns — performance by device, hour of day, and weekday.

It's the same data behind the Analytics pages — Luigi just lets you interrogate it conversationally. The empty chat suggests starter questions matched to the page you're on, so the first move is one tap.

Luigi respects team roles: a teammate only gets answers their role allows — someone without analytics access won't get revenue numbers from Luigi either.

Give Luigi better context

Luigi writes better forms when it understands your store. In Settings → Store details, fill in your brand context — your industry, who your customers are, and your brand voice. Every Luigi surface uses it, from the wizard's first draft to builder edits.

Your visual identity comes from Branding & themes: confirm your brand there and Luigi styles new content to match automatically.

Usage and availability

Luigi's chat is being rolled out gradually — if you don't see Ask Luigi yet, it isn't enabled for your shop so far. Each conversation draws on your plan's monthly AI allowance; if it runs out mid-month, Luigi tells you directly in the chat, and you can upgrade for a larger allowance or wait for the next month. Your first form's generation during onboarding doesn't count against it.

Connect external AI agents

Beyond the in-app assistant, Formtoro exposes a secure MCP (Model Context Protocol) server, so AI clients like Claude can read your analytics and draft forms on your behalf — the same capabilities, from your own tools. Manage connections and mint scoped API keys in Settings → API and MCP connections. See AI access & API keys.

Next steps

• Building forms — the manual controls behind what Luigi does.
• Analytics — the dashboards behind Luigi's answers.
• Settings & team — set brand context and manage roles.
• AI access & API keys — Luigi's capabilities from external AI tools.