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Campaign Agent from Marketing Cloud

Run campaigns that build and improve themselves

Marketing Cloud is innovating the way marketers work. While you focus on strategy, Campaign Agent acts as your digital campaign manager — creating assets, prioritizing sends, and optimizing budgets based on your team's direction.

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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 optimizes campaigns. The agent handles segmentation, content creation and variations, plus it optimizes the campaign by selecting the right channels, message type, and timing for each customer.

What can Campaign Agent do for you?

A stylized view that shows how one campaign can have multiple emails

Assemble campaigns

Selects audiences, content variations, message types and send time aligned to both the marketer-defined goal and customer intent signals.

A stylized view of generating content in Campaign Agent

Create and scale content

Personalize, localize, and build on-brand experiences across any channel for every customer using approved brand guardrails, with marketers in control.

A stylized view of Campaign Agent insights

Prioritize and suppress sends

Evaluates campaigns using customer intent and context, prioritizes the best fit, and suppresses campaigns that shouldn't be sent.

See how Campaign Agent works

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.

Campaign Agent FAQs

The campaign agent turns marketer-defined goals into live campaigns and continuously adapts decisions towards them. Creates personalized, 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 personalizes content by creating on-brand, localized variations across channels, assembles experiences by turning a goal into audiences, content, and channel plans, and prioritizes 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, prioritizing 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 will become generally available in Marketing Cloud Next Advanced by October 2026 with some limitations. Additional agentic campaigns and content generations will be available for an additional cost.

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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