| Audience | Platform admins and data teams, Marketers |
| Prerequisites | AI Decisioning overview → |
AI Decisioning (AID) helps teams automate and optimize campaign decisions at the individual user level.
You’ll create agents that combine audiences, goals, and messages so the system can learn which creative, channel, and timing work best for each person.
This guide covers:
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Setup for platform admins and data teams →
Configure your workspace, prepare event data, and connect destinations. -
Day-to-day usage for marketers →
Build and manage agents, tag creative content, QA with Inspector, and measure performance in Insights.
Setup for platform admins and data teams
Before marketers can create and launch agents, your workspace must be configured with the right data models and connected destinations.
Most of this setup is completed once per workspace.
Configure workspace and data
| Step | What you’ll do | Article |
|---|---|---|
| Set configuration | Define global eligibility rules, time zones, and channel defaults. | Configuration → |
| Define models | Define your parent audience, structure event models, and prepare tables for AID. | Prepare data for AID → |
Connect destinations
| Step | What you’ll do | Article |
|---|---|---|
| Set up destinations | Connect your ESP or messaging platform so AID can send campaign messages. | Connect Salesforce Marketing Cloud (SFMC), Braze, or Iterable. |
Admins typically complete configuration and destination setup once per workspace. After setup, marketers can create and manage agents directly from the AI Decisioning → Agents view.
How marketers use AI Decisioning
Once setup is complete, marketers can use AI Decisioning to build adaptive, goal-driven campaigns that improve automatically over time.
Build and launch agents
| Step | What you’ll do | Article |
|---|---|---|
| Create an agent | Define campaign goals, target audiences, and messages AID can send. | Agents → |
| Configure scheduling and guardrails | Set send frequency, quiet hours, and blackout dates for user-friendly delivery. | Agents → Configure scheduling |
| Enable Smart Suppression | Reduce low-impact sends using predictive performance data. | Smart Suppression → |
Marketers typically start with one agent focused on a single goal—like reactivation or purchase—and expand over time as data accumulates.
Manage creative and message variants
| Step | What you’ll do | Article |
|---|---|---|
| Add messages | Add creative variants from your ESP for AID to choose from. | Agents → Add and manage messages |
| Apply tags | Label messages and variants to classify creative attributes and compare performance. | Tags → |
| Add collections | Dynamically recommend personalized products or content. | Collections → |
QA and validate delivery
| Step | What you’ll do | Article |
|---|---|---|
| Inspect message delivery | Preview or troubleshoot how an agent sends to real users. | Inspector → |
Use Inspector before activating a new agent to confirm audience size, eligibility, and destination delivery.
Measure and optimize
| Step | What you’ll do | Article |
|---|---|---|
| Review results in Insights | Explore how your agents perform across audiences, messages, and timing. Identify top-performing creative, segment-level trends, and optimization opportunities. | Insights → |
Use Insights regularly to refine your goals, suppression thresholds, and creative mix as your agents continue learning.