A method, apparatus and product for defining an automation process to be invoked in response to a conversation of a user with a natural language interface. A conversation that is configured to obtain from a user values for parameters and is implemented by a natural language interface is defined. The conversation is associated with the automation process that is configured to utilize a user interface of a computer program to input data thereto or execute functionality thereof. The automation process is a parameterized automation process depending on parameters. The conversation is published to be made accessible to a user via the natural language interface.