diff --git a/.github/workflows/labeler.yml b/.github/workflows/labeler.yml
new file mode 100644
index 00000000000..b91b4ccd789
--- /dev/null
+++ b/.github/workflows/labeler.yml
@@ -0,0 +1,46 @@
+---
+# Copyright (C) 2023 Maxwell G <maxwell@gtmx.me>
+# SPDX-License-Identifier: GPL-3.0-or-later
+
+"on":
+  pull_request_target:
+  issues:
+    types:
+      - opened
+
+name: "Triage Issues and PRs"
+
+permissions:
+  issues: write
+  pull-requests: write
+
+jobs:
+  label_prs:
+    runs-on: ubuntu-latest
+    name: "Label Issue/PR"
+    steps:
+      - name: Print event information
+        run: |
+          echo '${{ toJSON(github.event) }}'
+      - name: Checkout parent repository
+        uses: actions/checkout@v3
+      - name: Install Python 3.11
+        uses: actions/setup-python@v4
+        with:
+          python-version: "3.11"
+      - name: Setup venv
+        run: |
+          python -m venv venv
+          ./venv/bin/pip install -r hacking/pr_labeler/requirements.txt
+      - name: "Run the issue labeler"
+        if: "github.event.issue"
+        env:
+          GITHUB_TOKEN: ${{ secrets.GITHUB_TOKEN }}
+        run:
+          ./venv/bin/python hacking/pr_labeler/label.py issue ${{ github.event.issue.number }}
+      - name: "Run the PR labeler"
+        if: "! github.event.issue"
+        env:
+          GITHUB_TOKEN: ${{ secrets.GITHUB_TOKEN }}
+        run:
+          ./venv/bin/python hacking/pr_labeler/label.py pr ${{ github.event.number }}
diff --git a/hacking/pr_labeler/data/docs_team_info.md b/hacking/pr_labeler/data/docs_team_info.md
new file mode 100644
index 00000000000..8d8c0d7fb96
--- /dev/null
+++ b/hacking/pr_labeler/data/docs_team_info.md
@@ -0,0 +1,2 @@
+Thanks for your Ansible docs contribution! We talk about Ansible documentation on matrix at [#docs:ansible.im](https://matrix.to/#/#docs:ansible.im) and on libera IRC at #ansible-docs if you ever want to join us and chat about the docs! We meet there on Tuesdays (see [the Ansible calendar](https://github.com/ansible/community/blob/main/meetings/README.md)) and welcome additions to our [weekly agenda items](https://github.com/ansible/community/issues/678) - scroll down to find the upcoming agenda and add a comment to put something new on that agenda.
+<!--- boilerplate: docs_team_info --->
diff --git a/hacking/pr_labeler/label.py b/hacking/pr_labeler/label.py
new file mode 100644
index 00000000000..2e9aafb597d
--- /dev/null
+++ b/hacking/pr_labeler/label.py
@@ -0,0 +1,203 @@
+# Copyright (C) 2023 Maxwell G <maxwell@gtmx.me>
+# SPDX-License-Identifier: GPL-3.0-or-later
+
+from __future__ import annotations
+
+import dataclasses
+import os
+from collections.abc import Collection
+from functools import cache
+from pathlib import Path
+from typing import Union
+
+import github
+import github.Auth
+import github.Issue
+import github.PullRequest
+import github.Repository
+import typer
+from codeowners import CodeOwners, OwnerTuple
+
+OWNER = "ansible"
+REPO = "ansible-documentation"
+LABELS_BY_CODEOWNER: dict[OwnerTuple, list[str]] = {
+    ("TEAM", "@ansible/steering-committee"): ["sc_approval"],
+}
+HERE = Path(__file__).resolve().parent
+ROOT = HERE.parent.parent
+CODEOWNERS = (ROOT / ".github/CODEOWNERS").read_text("utf-8")
+
+IssueOrPrCtx = Union["IssueLabelerCtx", "PRLabelerCtx"]
+IssueOrPr = Union["github.Issue.Issue", "github.PullRequest.PullRequest"]
+
+
+# TODO: If we end up needing to log more things with more granularity,
+# switch to something like `logging`
+def log(ctx: IssueOrPrCtx, *args: object) -> None:
+    print(f"{ctx.member.number}:", *args)
+
+
+def get_repo(authed: bool = True) -> tuple[github.Github, github.Repository.Repository]:
+    gclient = github.Github(
+        auth=github.Auth.Token(os.environ["GITHUB_TOKEN"]) if authed else None,
+    )
+    repo = gclient.get_repo(f"{OWNER}/{REPO}")
+    return gclient, repo
+
+
+@dataclasses.dataclass(frozen=True)
+class LabelerCtx:
+    client: github.Github
+    repo: github.Repository.Repository
+    dry_run: bool
+
+    @property
+    def member(self) -> IssueOrPr:
+        raise NotImplementedError
+
+
+@dataclasses.dataclass(frozen=True)
+class IssueLabelerCtx(LabelerCtx):
+    issue: github.Issue.Issue
+
+    @property
+    def member(self) -> IssueOrPr:
+        return self.issue
+
+
+@dataclasses.dataclass(frozen=True)
+class PRLabelerCtx(LabelerCtx):
+    pr: github.PullRequest.PullRequest
+
+    @property
+    def member(self) -> IssueOrPr:
+        return self.pr
+
+
+@cache
+def get_previously_labeled(ctx: IssueOrPrCtx) -> frozenset[str]:
+    previously_labeled: set[str] = set()
+    events = (
+        ctx.issue.get_events()
+        if isinstance(ctx, IssueLabelerCtx)
+        else ctx.pr.get_issue_events()
+    )
+    for event in events:
+        if event.event in ("labeled", "unlabeled"):
+            assert event.label
+            previously_labeled.add(event.label.name)
+    return frozenset(previously_labeled)
+
+
+def create_comment(ctx: IssueOrPrCtx, body: str) -> None:
+    if ctx.dry_run:
+        return
+    if isinstance(ctx, IssueLabelerCtx):
+        ctx.issue.create_comment(body)
+    else:
+        ctx.pr.create_issue_comment(body)
+
+
+def get_data_file(name: str) -> str:
+    """
+    Get a data file
+    """
+    return (HERE / "data" / name).read_text("utf-8")
+
+
+def handle_codeowner_labels(ctx: PRLabelerCtx) -> None:
+    labels = LABELS_BY_CODEOWNER.copy()
+    owners = CodeOwners(CODEOWNERS)
+    files = ctx.pr.get_files()
+    for file in files:
+        for owner in owners.of(file.filename):
+            if labels_to_add := labels.pop(owner, None):
+                add_label_if_new(ctx, labels_to_add)
+        if not labels:
+            return
+
+
+def add_label_if_new(ctx: IssueOrPrCtx, labels: Collection[str] | str) -> None:
+    """
+    Add a label to a PR if it wasn't added in the past
+    """
+    labels = {labels} if isinstance(labels, str) else labels
+    previously_labeled = get_previously_labeled(ctx)
+    labels = set(labels) - previously_labeled
+    if not labels:
+        return
+    log(ctx, "Adding labels", *map(repr, labels))
+    if not ctx.dry_run:
+        ctx.member.add_to_labels(*labels)
+
+
+def new_contributor_welcome(ctx: IssueOrPrCtx) -> None:
+    """
+    Welcome a new contributor to the repo with a message and a label
+    """
+    previously_labeled = get_previously_labeled(ctx)
+    # This contributor has already been welcomed!
+    if "new_contributor" in previously_labeled:
+        return
+    log(ctx, "author_association is", ctx.member.raw_data["author_association"])
+    if ctx.member.raw_data["author_association"] not in {
+        "FIRST_TIMER",
+        "FIRST_TIME_CONTRIBUTOR",
+    }:
+        return
+    log(ctx, "Welcoming new contributor")
+    add_label_if_new(ctx, "new_contributor")
+    create_comment(ctx, get_data_file("docs_team_info.md"))
+
+
+APP = typer.Typer()
+
+
+@APP.callback()
+def cb():
+    """
+    Basic triager for ansible/ansible-documentation
+    """
+
+
+@APP.command(name="pr")
+def process_pr(
+    pr_number: int, dry_run: bool = False, authed_dry_run: bool = False
+) -> None:
+    authed = not dry_run
+    if authed_dry_run:
+        dry_run = True
+        authed = True
+    gclient, repo = get_repo(authed=authed)
+    pr = repo.get_pull(pr_number)
+    ctx = PRLabelerCtx(client=gclient, repo=repo, pr=pr, dry_run=dry_run)
+    if pr.state != "open":
+        log(ctx, "Refusing to process closed ticket")
+        return
+
+    handle_codeowner_labels(ctx)
+    add_label_if_new(ctx, "needs_triage")
+    new_contributor_welcome(ctx)
+
+
+@APP.command(name="issue")
+def process_issue(
+    issue_number: int, dry_run: bool = False, authed_dry_run: bool = False
+) -> None:
+    authed = not dry_run
+    if authed_dry_run:
+        dry_run = True
+        authed = True
+    gclient, repo = get_repo(authed=authed)
+    issue = repo.get_issue(issue_number)
+    ctx = IssueLabelerCtx(client=gclient, repo=repo, issue=issue, dry_run=dry_run)
+    if issue.state != "open":
+        log(ctx, "Refusing to process closed ticket")
+        return
+
+    add_label_if_new(ctx, "needs_triage")
+    new_contributor_welcome(ctx)
+
+
+if __name__ == "__main__":
+    APP()
diff --git a/hacking/pr_labeler/requirements.txt b/hacking/pr_labeler/requirements.txt
new file mode 100644
index 00000000000..6765d031ea0
--- /dev/null
+++ b/hacking/pr_labeler/requirements.txt
@@ -0,0 +1,3 @@
+codeowners
+pygithub
+typer