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Campaign Agent from Marketing Cloud
AI Agents for Marketing: A Comprehensive Guide
Marketing Cloud is innovating the way marketers work. While you focus on strategy, Campaign Agent acts as your digital campaign manager — creating assets, prioritising sends, and optimising budgets based on your team’s direction.
What is Campaign Agent?
Campaign Agent is your digital campaign manager, doing the work for you within guardrails you set. It learns your vision, goals, and brand guidelines and then creates, runs, and optimises campaigns. The agent handles segmentation, content creation and variations, plus it optimises the campaign by selecting the right channels, message type, and timing for each customer.
What are AI agents for marketing?
Assemble campaigns
Selects audiences, content variations, message types and send time aligned to both the marketer-defined goal and customer intent signals.
Create and scale content
Personalise, localise, and build on-brand experiences across any channel for every customer using approved brand guardrails, with marketers in control.
Prioritise and suppress sends
Evaluates campaigns using customer intent and context, prioritises the best fit, and suppresses campaigns that shouldn't be sent.
Agentic AI vs. generative and predictive AI in marketing
Assemble campaigns
You set the goals, and share your brand guidelines. Then, let Campaign Agent handle assembling the campaign with audiences, content, and channels all aligned to a marketer-defined goal. You stay in control, with reviews and approvals built in along the way.
Create and scale content
After setting up the campaign, you can prompt the Campaign Agent to generate on-brand, localised variations across channels. This stays grounded in your approved assets and guidelines.
Prioritise and suppress sends
Every time your customer responds to the campaign or gives a signal, Campaign Agent takes note and acts. Each customer response feeds the next decision, so engagement keeps improving without manual work.
Learn more in the Dreamforce Marketing Keynote
Watch the Marketing Keynote to see how Campaign Agent can help your team.
The five core traits of a marketing AI agent
The campaign agent turns marketer-defined goals into live campaigns and continuously adapts decisions towards them. Creates personalised, on-brand content and the Campaign Agent decides what to send, where, when, and which campaign should take priority as customers respond.
The Campaign Agent personalises content by creating on-brand, localised variations across channels, assembles experiences by turning a goal into audiences, content, and channel plans, and prioritises campaigns by deciding which one wins a customer's attention while suppressing those that don't fit.
The Campaign Agent decides which campaign earns a customer's attention next by evaluating competing campaigns against each customer's intent and context, prioritising the best fit and suppressing the rest. It assesses in real time as customers respond, and each response feeds attribution data back into the next decision — so performance keeps improving without manual adjustment.
Campaign Agent is grounded in the marketer's approved assets and brand guidelines to ensure brand compliance and governance at every step of the way. Marketers remain in the loop with full control to review, refine, and approve content and guardrails before Campaign Agent launches and sends.
Campaign Agent is now generally available in Marketing Cloud Next. Learn more here.
Yes! Limited Campaign Agent capabilities like agentic campaigns and agentic content will be available via Marketing Cloud Next Advanced. Additional agentic campaigns and content generations will be available for an additional cost.
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