A method, apparatus and product for chat-based application interface for automation. Using a natural language interface, receiving user input. Based on the user input, determining an automation process of a computer program having a user interface (UI), to be executed. The automation process is executed by utilizing the UI to input data thereto or execute functionality thereof. Additionally or alternatively, a conversation to be implemented by a natural language interface may be defined. The conversation is configured to obtain from the user one or more values corresponding to one or more parameters. The conversation is associated with a parameterized automation process depending on the one or more parameters. The parameterized automation process is invoked automatically by a natural language interface and using one or more values provided by the user to the natural language interface for the one or more parameters.