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.
Required Editions
| Available in: View supported editions. Marketing Cloud Advanced and Growth |
| User Permissions Needed | |
|---|---|
| Create, edit, and publish agentic content | Marketing Cloud Admin, Marketing Cloud Manager, or Content Admin or Content Manager with a CMS workspace contributor role |
| Add content variants to an agentic campaign | Agentic Campaign User (custom permission set) |
Before you add content to an agentic campaign, make sure that these items are in place.
- Agentic content is set up for your org, including the channels that you want to generate content for. See Set Up Agentic Content.
- You have access to an agentic content workspace or a Salesforce CMS workspace. You add campaign content from one of these workspaces.
- To personalize content, the data sources that you plan to use are set up, such as a data graph for merge fields. See the Content Personalization section in Set Up Agentic Content.
- The brand and the brief for the campaign are ready. See Before You Generate Content.
In an agentic campaign, content is one of the guardrails that you set. You don't build a message sequence. Instead, you give the agent a set of approved content variants for each channel, and the agent decides which variant each person receives and when. After activation, the agent uses engagement signals, such as clicks and views, to shift sends toward the variants that perform best.
Campaign content comes from Salesforce CMS. You can generate new content in an agentic content workspace and publish it to CMS, or add content that's already published to a CMS workspace. This topic covers the steps that are specific to campaigns. For full details on generating and refining content, see Create Agentic Content.
The agent chooses only among the variants that you add, so the range of your variants sets the range of its optimization. Before you generate content, decide what to give the agent.
- Cover every channel. Add at least one variant for each channel that the campaign uses. You can't send the campaign for approval until every channel has content.
- Add more than one variant per channel where you can. With a single variant for a channel, the agent can optimize who receives the message and when, but it has no content choice to make for that channel.
- Make variants meaningfully different. Vary the creative direction, such as the hero image, the call to action, or the angle of the message. Near-identical variants give the agent little to learn from.
- Ground the content in the campaign's brief. Use the same brief in the content workspace and in the campaign, so that the content reflects the goal, audience, and key messages that the campaign optimizes toward.
- Match the campaign's channels. Agentic content can generate email and SMS content.
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Generate Content in an Agentic Content Workspace
In the Marketing app, go to the Agentic Content tab to create a workspace and generate content for the campaign. For the steps, including tips for writing prompts, see Create a Workspace and Generate Content, Refine Agentic Content, and Work with Content Variants.
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Publish the Content to Salesforce CMS
A campaign can use only content that's published to Salesforce CMS. Drafts in the workspace aren't available to add. Note which CMS workspace you publish to. You select it when you add content to the campaign.
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Add Content Variants to the Campaign
- On the agentic campaign draft, open the content card.
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Select the agentic content workspace or the CMS workspace that contains your
published content.
The published content appears as available options.
- For each design option that you want the agent to use, click + Add as Variant.
- Click Select.
- Confirm that every channel in the campaign has at least one variant.
When you send the campaign for approval, the campaign summary lists the variants, along with the goal, message budget, channels, and audience, so approvers review the content that the agent can send. If you change the content after you send the campaign for approval, approval resets and the campaign is reviewed again. For the full creation flow, see Create an Agentic Campaign.
After activation, the agent chooses a variant for each person within the channels that you allowed. As engagement signals come in, the agent rebalances sends across channels and variants and shifts weight away from variants that underperform. For example, if one email variant has a lower click-through rate than another, the agent sends it less often and sends the stronger email variant and the SMS message more often.
To see when the agent rebalances, click the bell icon to review optimization notifications. To review engagement and send allocation for the campaign, see Monitor Agentic Campaigns with Agentic Campaign Insights.