---
schema_version: "1"
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title: Use Content in an Agentic Campaign
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_agentic_campaigns_use_content.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_use_content.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: a3d0bfe2af824860a040c4815197580f10adc510ede2fee29c9ef37385eda5dc
description: 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.
products:
  - Marketing
release: "264"
---
# 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.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available in: <a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_editions.htm&amp;language=en_US&amp;type=5" target="_blank">View supported editions</a>. Marketing Cloud Advanced and Growth</td></tr></tbody></table>

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small permission">
        <colgroup>
          <col style="width:50%">
          <col style="width:50%">
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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="d80173e58">User Permissions Needed</th>
          </tr>
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        <tbody>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d80173e58 ">Create, edit, and publish agentic content</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d80173e58 ">Marketing Cloud Admin, Marketing Cloud Manager, or Content Admin or Content
              Manager with a CMS workspace contributor role</td>

          </tr>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d80173e58 ">Add content variants to an agentic campaign</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d80173e58 ">Agentic Campaign User (custom permission set)</td>

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

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_setup.htm&release=264.0.0&type=5 "Before marketers can generate and refine agentic content and images, prepare your org. Confirm prerequisites and permissions, turn on required channels, configure personalization, and set up the channels you want to create agentic content for.").
- 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](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_setup.htm&release=264.0.0&type=5 "Before marketers can generate and refine agentic content and images, prepare your org. Confirm prerequisites and permissions, turn on required channels, configure personalization, and set up the channels you want to create agentic content for.").
- The brand and the brief for the campaign are ready. See [Before You Generate Content](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_prepare_grounding.htm&release=264.0.0&type=5 "For the best results, create your brand, marketing briefs, images, and other assets before generating content. Use these resources to ground your content and make sure that your content follows corporate standards and aligns with campaign goals.").

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_create.htm&release=264.0.0&type=5 "Generate, refine, and publish personalized, on-brand content and images for email, SMS, MMS, and RCS campaigns in a collaborative AI workspace. Ground generated content in your marketing briefs, customer data, and brand guidelines. Generate channel-ready content variations side by side, while applying personalization and localization. Teams can review, refine, and approve content and images. When content is ready, publish it to Salesforce CMS for use in campaigns.").

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.

1. 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](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_create_workspace.htm&release=264.0.0&type=5 "Create an agentic content workspace, add grounding, and generate personalized content for email and messaging channels, tailored to your requirements and audience."), [Refine Agentic Content](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_refine.htm&release=264.0.0&type=5 "In the prompt window, ask to refine generated content for email and messaging channels, including headlines, subject lines, tone, images, and other elements."), and [Work with Content Variants](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_create_variants.htm&release=264.0.0&type=5 "Create alternate versions of generated content to test different creative directions, audiences, or locales while keeping the same campaign context and grounding. Make targeted edits, update images, change personalization options, generate a localized variant, or create other options with differing subject lines. For example, if your marketing brief or prompt defines more than one audience, you can request to generate a variant with a unique style, tone, and data strategy for each audience.").
2. 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.
    
    See [Preview and Publish Content](https://help.salesforce.com/s/articleView?id=mktg.mktg_ac_preview_publish.htm&release=264.0.0&type=5 "Preview content across devices and locales, preview personalization as a specific recipient, and send test emails before you publish. Publish content from your content workspace to Salesforce CMS so that it's available to use in campaigns.").
3. Add Content Variants to the Campaign
    
    1. On the agentic campaign draft, open the content card.
    2. Select the agentic content workspace or the CMS workspace that contains your published content.
        
        The published content appears as available options.
    3. For each design option that you want the agent to use, click **\+ Add as Variant**.
    4. Click **Select**.
    5. 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](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.").

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_monitor_with_insights.htm&release=264.0.0&type=5 "Use Agentic Campaign Insights to track goal progress, review the campaign forecast and audience assignment, and compare channel and message performance. Insights populate as the campaign records sends, attributes conversions, and completes assignment runs.").

#### 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.")