---
schema_version: "1"
id: d8a98312fdba005abc55ef2ff8d23f2a817a6e739a8d6696425fc9b7c90b5bdf
title: Define Your Campaign Audience
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_agentic_campaigns_segmentation.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_segmentation.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 21e5728a04fe332f481ea9482b568634f632adfd514e084318da0ac6a003eeeb
description: 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.
products:
  - Marketing
release: "264"
---
# 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.

### Required Editions

[View supported editions](https://help.salesforce.com/s/articleView?id=mktg.mktg_editions.htm&release=264.0.0&type=5 "Marketing Cloud Next is available in Growth and Advanced editions, and requires Salesforce Enterprise or Unlimited editions. Some features are limited by edition or purchased add-on. All functionality is available in Lightning Experience only.").

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small permission">
        <colgroup>
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        <thead class="slds-text-title_caps ">
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            <th scope="colgroup" class="slds-cell-wrap" colspan="2" style="text-align:left;vertical-align:top;" id="d79533e53">User Permissions Needed</th>
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            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d79533e53 ">To define the audience for an agentic campaign:</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d79533e53 ">Agentic Campaign User (custom permission set)</td>

          </tr>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d79533e53 ">To create segments:</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d79533e53 ">
              <p>Marketing Cloud Admin permission set </p>
              <p style="margin-bottom:0;">OR</p>
              <p style="margin-bottom:0;"> Marketing Cloud Manager
                permission set</p>
            </td>

          </tr>
        </tbody>
      </table>

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_setup_agentic_campaigns.htm&release=264.0.0&type=5 "Configure the message budget, business goals, and approvals that marketers need before they can create and activate 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](https://help.salesforce.com/s/articleView?id=data.c360_a_marketing_agent.htm&type=5&language=en_US) and [Create a Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5).

1. 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."
2. 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.
3. 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](https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_adaptive_campaign_audiences.htm&release=264.0.0&type=5 "Adaptive campaign audiences use AI arbitration to match customers with the agentic campaigns they're most likely to engage with, while keeping message frequency within the limits you set.").

Build the audience before you send the campaign for approval.

#### See Also

- [Create an Agentic Campaign](https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_create_campaign.htm&release=264.0.0&type=5 "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.")
- [Create Segments with the Help of an Agent](https://help.salesforce.com/s/articleView?id=data.c360_a_marketing_agent.htm&type=5&language=en_US)
- [Create a Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&language=en_US&type=5)
- [Writing Good Prompts for Einstein Segments](https://help.salesforce.com/s/articleView?id=data.c360_a_create_segment_einstein_prompts.htm&language=en_US&type=5)
- [Edit a Segment](https://help.salesforce.com/s/articleView?id=data.c360_a_edit_segment.htm&language=en_US&type=5)
- [Adaptive Campaign Audiences](https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_adaptive_campaign_audiences.htm&release=264.0.0&type=5 "Adaptive campaign audiences use AI arbitration to match customers with the agentic campaigns they're most likely to engage with, while keeping message frequency within the limits you set.")