Salesforce Docs Portal

Create an Agentic Campaign

Create an agentic campaign by describing your goal, grounding it in a business unit and an optional plan and a brief, and letting the agent assemble a draft for you to review and activate.

Required Editions

User Permissions Needed
View and modify agentic campaign details Marketing Cloud Admin or Marketing Cloud Manager
Configure and use the advanced approvals feature Agentic Campaign Approvals
Access the campaign agent and create active campaigns One of the Campaign Agent add-on licenses

Before you create an agentic campaign, make sure that these items are in place.

  • Agentic campaigns are set up. See Set Up Agentic Campaigns.
  • The channels for the business unit you plan to use are turned on. The agent can only use channels that are active for that business unit.
  • Optional: A marketing program in Marketing Planning and Operations that the campaign rolls up to. See Create a Marketing Program in Marketing Planning and Operations.
  • Optional: You have a brief to ground the campaign. See Create a Brief.
  • You have message content created and ready to use in your campaign.

An agentic campaign starts from your intent instead of a fixed campaign. You describe what you want, connect it to a marketing program or a brief, a business unit, and the agent assembles a draft campaign. You review the draft, refine it, send it for approval, and activate it. After activation, the agent runs the campaign for you, deciding who to contact, on which channel, with which approved content, and when.

Agentic campaigns sit alongside your other campaigns, so you manage them in the same place.

  1. From the Marketing app, click the Agentic Campaigns tab.
  2. Click Build Agentic Campaign.
    Choosing the agentic option hands execution to the agent instead of running a campaign that you build step by step.
  3. In the prompt, describe your campaign intent in your own words, including the offer, who it's for, and what you want it to achieve.
    The more context you provide, the fewer questions the agent asks, and the closer its first draft is to what you want.
  4. Connect the campaign to its context by filling in these fields.
    1. Plan - If you have a marketing plan, select the plan that this campaign rolls up to.
    2. Brief - Optionally, select the brief that describes this campaign. The brief belongs to the same business unit as the campaign.
    3. Business unit - business unit the campaign runs in. This is a required field. You can't change the business unit after the campaign is generated - to use a different one, start a new campaign.
  5. Answer the questions the agent asks about your campaign.
    After you send the prompt, the agent generates a draft and asks only for the details it can't infer from your prompt and connected context - such as campaign dates, goal, audience direction, and message budget.
  6. On the campaign detail page, read the campaign summary to see how the agent interpreted your intent.
    The campaign detail page is a full preview of everything the agent assembled. You edit every part of the campaign in place - through cards for duration, channels, goal, message budget, audience, and content. There's no separate builder to step through.
  7. Check the compliance status and note how many details still need to be completed.
    The campaign passes a compliance check before you can send it for approval or activate it. The page shows the number of fields still open (for example, N fields to complete).
  8. Complete or adjust the campaign details as needed.
    Complete information on the campaign detail page to set or change the following.
    1. Duration - Set when the campaign runs. The start date can't be earlier than today.
    2. Channels - Choose which channels the campaign can use. You can select only channels that are active for the campaign's business unit. The channels you enable are the channels the agent selects from for each person.
    3. Goal - Set the goal that the campaign optimizes toward. The goal is what the agent optimizes for after activation, so it's the most important field to get right. See Use Goals in Agentic Campaigns for how goals work and what changes when you override the plan's goal.
    4. Message Budget - Set the campaign message budget. The message budget is a hard cap that the agent doesn't spend beyond. Any per-channel or estimated costs shown are guidance for your allocation, not limits the system enforces.
    5. Audience - Use the natural language prompt to build the audience segment, or select an existing segment. Agentic campaigns use Data 360 to build the segment. Build the audience before you send the campaign for approval. The count shown is an estimate of the eligible pool, not a send count - the system resolves the final audience after activation.
    6. Content - Add content for every channel the campaign uses. The agent chooses among approved content variants at send time, so provide more than one variant per channel where you can. See Use Content in an Agentic Campaign.
    The option to send the campaign for approval isn't available until every channel has content and the audience is defined. If it's unavailable, an empty channel is typically the reason.
  9. Confirm that the compliance check passes and that every channel has content, then click Send for Approval.
    Sending for approval has no production impact on message budget or messages sent. This action only sends the campaign for review. If you edit the campaign after you send it, or after it's approved, approval resets and the campaign goes through review again. Make your changes before you send, and to change something mid-review, recall the request first. See Set Up Agentic Campaigns for how approvals are routed and how to customize them.
  10. After the campaign is approved, click Activate when you're ready to go live.
    Approval and activation are separate steps - you decide the exact moment the campaign goes live. After activation, the campaign detail page becomes a read-only monitoring view because the agent is making live decisions and your guardrails are locked in. If you change a live campaign, it keeps running, but manual changes can reduce how well the agent optimizes. When you can, let the campaign run and monitor the results.

Your campaign is live. The agent decides who to contact, on which channel, with which content, and when - all within your guardrails and optimizing toward your goal. The agent coordinates with your other active campaigns so that no one is over-messaged, and it keeps adjusting as it learns.

To track progress, open Agentic Campaign Insights, where you see the resolved audience, pacing against your goal, and how the agent allocates across channels.

  • Use Goals in Agentic Campaigns
    A goal defines the conversion that an agentic campaign is measured on, such as orders or form submissions. The target is the count or amount that you want to achieve during the campaign dates. After you activate the campaign, the Marketing Campaign Agent measures attributed conversions against the target and uses behavioral signals, such as clicks and views, to optimize channel, content, and timing. For example, for an Orders goal with a $150,000 target, the agent attributes email and SMS engagement to order revenue and shows progress and forecast against the $150,000 target.
  • Define Your Campaign Audience
    Define who's eligible for an agentic campaign by generating a segment from a natural language prompt or by choosing an existing segment. Agentic campaigns use Data 360 segments, so you can also create a segment in Data 360 and then use it in the campaign.
  • Use Content in an Agentic Campaign
    Give your agentic campaign approved, on-brand content to send. Generate email and message content in an agentic content workspace, publish it to Salesforce CMS, and add it to your campaign as variants. The agent decides which variant each person receives and favors the variants that perform best.

See Also