A lot of it really is just that, though as you get complicated interactions and a mess of "if this, then do this, otherwise first look this up then do that based on what you find", it starts to look a little more like expert-system-style AI, which is fairly involved (how do you capture that knowledge from experts, how do you encode it, how do you check for errors or unexpected situations, how can you update/maintain the process knowledge, etc.?).

For example, here's IBM's heavyweight entry: http://www-01.ibm.com/software/integration/wps/