Agentic Campaigns are always-on personalisation campaigns that run continuously in the background. You set a strategy, choose a goal, and add your experiences - the agent handles the rest.
It groups visitors by behaviour, identifies the right moments to engage them, and continuously shifts traffic towards whichever experiences perform best. The longer it runs, the smarter it gets.
Read the guide below to find out how to set these up.
Agent Setup: Strategy
Agent Setup: Strategy
A strategy is the starting point for your Agentic Campaign. It sets the campaign’s shape - defining who the agent focuses on, how it groups visitors for personalisation, and whether it also optimises timing.
Choosing the right strategy means the agent starts with the right framework for your goal, rather than learning from scratch.
What changes by strategy?
Each strategy applies different logic across three areas:
Eligibility; the starting criteria that determine which visitors are included, before any campaign-wide rules are applied
Segmentation; the contextual signals the agent uses to group visitors for personalisation
Timing; some strategies also optimise when to show an experience, not just what to show
What strategies are available?
Product Visits
Focuses on visitors viewing product pages. Optimises on-page content to improve engagement and conversion.
Browse Abandonment
Focuses on visitors who are browsing but haven’t added to cart yet. Optimises both timing and content for abandonment prevention.
Basket Abandonment
Focuses on visitors who have added to cart. Optimises timing and content for cart recovery.
Welcome Visits
Targets very early-journey visits. Optimises first-impression and welcome experiences.
Returning Visits
Targets returning visitors at the start of a session. Optimises “welcome back” experiences.
Experience Optimisation
A broad, default strategy. Good for general content or functionality testing.
Which strategy should I choose?
Pick the one that matches the part of the journey you’re trying to improve. If you’re not sure, Experience Optimisation is a safe starting point. You can always create a new campaign with a more specific strategy once you’ve seen how the agent works.
Agent Setup: Goal
Agent Setup: Goal
The goal is the outcome you want to improve. It’s the metric the agent uses to judge which experiences are performing best, and to decide how to shift traffic over time.
Common examples include Conversion Rate, Revenue Per User, and custom goals you’ve defined.
How the agent uses your goal
Your goal becomes the campaign’s feedback loop. The agent uses it to:
Measure how the variant visitors perform versus control visitors
Calculate uplift and the probability that the difference is real
Continuously update traffic allocation across experiences based on those signals
All headline metrics in the Agentic Report — uplift, confidence, projections — are relative to your selected goal.
Preset vs custom goals
Preset goals are standard metrics available out of the box, like conversions and revenue.
Custom goals are business events you’ve defined yourself. The agent can optimise toward these in the same way.
In both cases, the selected goal becomes the campaign’s feedback loop.
Why goal choice matters
Changing the goal changes how the agent behaves. A campaign optimising for Revenue Per User may route traffic differently to one optimising for Conversion Rate, because the best-performing combination of experience and audience can differ depending on what you’re measuring.
Choose the goal that most closely reflects the outcome you actually care about.
Adding Experiences
Adding Experiences
Once you've chosen your strategy and goal, it's time to set-up your experiences. These are the content variations the agent will test and optimise. You create them, the agent decides who sees what, and when.
Agentic Campaigns run as standard campaigns, so experiences are individual pieces of content shown to visitors based on the agent’s real-time decisions.
How to add experiences
You have three options of how to build experiences in the platform
Pre-Built Templates; choose a template and customise it with preset variables. The fastest way to get started.
Custom Code; write your own HTML, CSS, and JS for full creative control.
Third Party Triggers; allowing you to build experiences within your personalisation or testing tool of choice
How many should I add?
We recommend starting with at least 1 experience. The agent enforces a maximum number of 5 experiences. If you add more than the limit, it will use the oldest ones and ignore the rest.
How do controls work?
Agentic Campaigns will always have a control by default in the set-up, in order for the agent to measure against.
You are able to enable custom control if required, if you'd like to test against an existing experience.
Do I need to set up targeting or segments?
No - that’s the agent’s job.
Based on the strategy you’ve chosen and the content you provide, it learns which experience works best for which visitors.
You can still influence who is included in the campaign using campaign-wide global rules (see Campaign Rules & Targeting). The agent then forms smaller groups within that audience for personalisation.
Campaign Rules & Targeting
Campaign Rules & Targeting
Once you've set-up your campaign, you are then able to set Global Rules to define your global matching criteria.
Global matching criteria are your campaign-wide targeting rules. They define which visitors are eligible for the campaign, and which visitors the agent learns from. For example, you may want to exclude visitors on a certain page, or from a certain traffic source.
Think of them as the boundary you set. The agent then works within that boundary, forming smaller groups for personalisation.
Within this area, you can define;
Page Targeting; which pages your campaign will fire on, either by including pages, or excluding them. By default campaigns will fire across all pages
Segment; apply a segment for your campaign to match against
Device Targeting; which devices the campaign should fire on (All, Desktop or Mobile)
Schedule; whether the campaign should start running immediately, or from a specific date and time
Holdback Group; whether there should be a Holdback Group in the campaign, in order to help you report on its success. We recommend you disable this for all agentic campaigns
Previewing a Campaign
Previewing a Campaign
To preview a campaign, go to the Campaign Manager, and find the campaign you wish to preview.
Then select the eye icon. If there are multiple experiences, or experiment variants, you will need to choose which you would like to preview.
The preview will then load onto the URL you specified in the campaign set-up.
Saving & Setting an Agentic Campaign live
Saving & Setting an Agentic Campaign live
As you build your campaign, you are able to save your progress at any time by clicking 'Save Campaign' in the top right of the editor.
Once you are ready to set your campaign live, select 'Start Campaign'. If your campaign is scheduled to start immediately it will begin to fire. It it is scheduled for a specific date and time, it will begin to fire from then.
Once your campaign goes live, the agent will then go through the following steps:
Data check; It will confirm there's enough recent data to learn from. If not, it will try again in 4 hours.
Please note, we require at least 1000 users and at least 10 'goal events' to match the strategies logic in order to go live
Experience check; The agent will understand the content, behaviour and aim of the experiences you've added.
Audience grouping; It will apply your global rules and create the segments to receive your experience.
Timing setup (if enabled based on chosen strategy); It will create moment-based groups to optimise when experiences are shown, not just what is shown.
Learning begins; The campaign will go live, and the agent will begin comparing performance across experiences and visitor groups. Shifting traffic automatically toward what works best.
Running Agentic Campaigns with other Campaigns
Running Agentic Campaigns with other Campaigns
Can I run an Agentic Campaign alongside other campaigns?
Overlapping campaigns
Yes, but be mindful of audience overlap and how it may affect learning and performance. If this is a concern, create an Exclusion Group in Campaign Settings.
See Campaign Conflicts for full details on managing overlap between campaigns.
Side-by-side comparison
We also allow you to run an Agentic Campaign and a Custom Campaign side by side to compare performance. Use a Sample Share Group in Campaign Settings to split traffic between them for a more controlled comparison.