I like that it is easy for users with little coding experience (or none) to get started quickly, but also gives them more control over their data than other tools out there in terms of customization options when building workflows/pipelines are needed later down the road - which can be tricky! The interface isn't always intuitive or user friendly so we do have some people who aren't very computer savvy using AMI because they know how powerful this tool really is once you learn everything inside its capabilities.
We've been able to automate most processes within our business from sales qualification through customer onboarding as well as account management all without writing code at any point along those flows.