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.
Required Editions
| User Permissions Needed | |
|---|---|
| To define the audience for an agentic campaign: | Agentic Campaign User (custom permission set) |
| To create segments: |
Marketing Cloud Admin permission set OR Marketing Cloud Manager permission set |
Before you define the audience, make sure that these requirements are in place.
- Agentic campaigns are set up for your org. See Set Up Agentic Campaigns.
- A Data 360 data graph is set up. Segments are built on the root object of the data graph, such as Individual or Unified Individual.
- To generate segments with a prompt, Metadata Knowledge Graph and Semantic Enrichments are turned on in Data 360 Setup, in Feature Manager.
- To use an existing segment, the segment is published and is in the data space of the campaign's business unit.
The audience is the segment that defines who's eligible for the campaign. On the Audience card of the campaign, the agent generates a prompt from the campaign's grounding information, such as the audience in your brief. You can refine the prompt and generate a segment from it, or choose a segment that already exists.
Segments and campaigns are scoped to the data space of the business unit. If a data graph is set up, the list of existing segments shows the segments that are built on the data graph's root object. If no data graph is set up, the list shows all active segments in the data space.
You can also create a segment in Data 360 and then select it in the campaign. You can create a segment with the help of an agent or create it manually. See Create Segments with the Help of an Agent and Create a Segment.
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In the campaign, on the Audience card, review the prompt and
refine it as needed.
Describe who to include and who to exclude, for example: "Create a segment of NTO customers aged 22–35, living in major metropolitan areas, who have purchased outdoor gear or footwear in the last 12 months, excluding those who only buy cold-weather gear."
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Click Generate Segment.
Generating a segment can take a few minutes. If your prompt is ambiguous, the agent asks clarifying questions. Answer them to continue.
When the segment is created, it's selected for the campaign. If the segment can't be created, an error appears. Refine the prompt and try again. -
To change the audience, click the edit icon on the Audience
card.
- To generate a different segment, on the AI Segment tab, update the prompt, and then click Update Segment.
- To use a segment that already exists, on the Existing Segment tab, select the segment, and then click Use Segment. The list shows each segment's name and population count.
- To create a segment in Data 360, on the Existing Segment tab, click Create New Segment. After you create and publish the segment, return to the campaign and select it.
The population count shown for the segment is an estimate of the eligible pool, not a send count. The final audience is resolved after the campaign is activated. To let the agent choose which eligible people receive the campaign, see Use Adaptive Campaign Audiences in Agentic Campaigns.
Build the audience before you send the campaign for approval.