diff --git a/app/javascript/dashboard/helper/automationHelper.js b/app/javascript/dashboard/helper/automationHelper.js
index 581d539bc..dc26177ff 100644
--- a/app/javascript/dashboard/helper/automationHelper.js
+++ b/app/javascript/dashboard/helper/automationHelper.js
@@ -16,6 +16,29 @@ const MESSAGE_CONDITION_VALUES = [
   },
 ];
 
+export const PRIORITY_CONDITION_VALUES = [
+  {
+    id: 'nil',
+    name: 'None',
+  },
+  {
+    id: 'low',
+    name: 'Low',
+  },
+  {
+    id: 'medium',
+    name: 'Medium',
+  },
+  {
+    id: 'high',
+    name: 'High',
+  },
+  {
+    id: 'urgent',
+    name: 'Urgent',
+  },
+];
+
 export const getCustomAttributeInputType = key => {
   const customAttributeMap = {
     date: 'date',
@@ -103,6 +126,7 @@ export const getActionOptions = ({ agents, teams, labels, type }) => {
     assign_team: teams,
     send_email_to_team: teams,
     add_label: generateConditionOptions(labels, 'title'),
+    change_priority: PRIORITY_CONDITION_VALUES,
   };
   return actionsMap[type];
 };
diff --git a/app/javascript/dashboard/routes/dashboard/settings/automation/constants.js b/app/javascript/dashboard/routes/dashboard/settings/automation/constants.js
index f052be66d..4c19970d8 100644
--- a/app/javascript/dashboard/routes/dashboard/settings/automation/constants.js
+++ b/app/javascript/dashboard/routes/dashboard/settings/automation/constants.js
@@ -575,4 +575,9 @@ export const AUTOMATION_ACTION_TYPES = [
     label: 'Send a message',
     inputType: 'textarea',
   },
+  {
+    key: 'change_priority',
+    label: 'Change Priority',
+    inputType: 'search_select',
+  },
 ];
diff --git a/app/models/automation_rule.rb b/app/models/automation_rule.rb
index 9342bc883..0628a8b7e 100644
--- a/app/models/automation_rule.rb
+++ b/app/models/automation_rule.rb
@@ -33,7 +33,7 @@ class AutomationRule < ApplicationRecord
   CONDITIONS_ATTRS = %w[content email country_code status message_type browser_language assignee_id team_id referer city company inbox_id
                         mail_subject phone_number conversation_language].freeze
   ACTIONS_ATTRS = %w[send_message add_label send_email_to_team assign_team assign_agent send_webhook_event mute_conversation send_attachment
-                     change_status resolve_conversation snooze_conversation send_email_transcript].freeze
+                     change_status resolve_conversation snooze_conversation change_priority send_email_transcript].freeze
 
   def file_base_data
     files.map do |file|
diff --git a/app/services/action_service.rb b/app/services/action_service.rb
index 77f3c6b9a..6e8a3b8ca 100644
--- a/app/services/action_service.rb
+++ b/app/services/action_service.rb
@@ -19,6 +19,10 @@ class ActionService
     @conversation.update!(status: status[0])
   end
 
+  def change_priority(priority)
+    @conversation.update!(priority: (priority[0] == 'nil' ? nil : priority[0]))
+  end
+
   def add_label(labels)
     return if labels.empty?
 
diff --git a/spec/services/action_service_spec.rb b/spec/services/action_service_spec.rb
index 490873592..8cade58a6 100644
--- a/spec/services/action_service_spec.rb
+++ b/spec/services/action_service_spec.rb
@@ -11,5 +11,21 @@ describe ::ActionService do
       expect(conversation.reload.status).to eq('resolved')
     end
   end
+
+  describe '#change_priority' do
+    let(:conversation) { create(:conversation) }
+    let(:action_service) { described_class.new(conversation) }
+
+    it 'changes the priority of the conversation to medium' do
+      action_service.change_priority(['medium'])
+      expect(conversation.reload.priority).to eq('medium')
+    end
+
+    it 'changes the priority of the conversation to nil' do
+      action_service.change_priority(['nil'])
+      expect(conversation.reload.priority).to be_nil
+    end
+  end
+
   # TODO: Expand this test suite
 end