How is this different from A/B testing?
A/B tests use fixed traffic splits over a defined period. The agent adjusts traffic in real time, personalises by visitor group, and runs continuously — so performance improves over time rather than simply producing a report at the end.
How is this different from Custom Campaigns?
With Custom Campaigns, you define who to target, when to show the experience, and what the journey looks like. With Agentic Campaigns, you provide the experiences and the strategic intent — the agent finds the right visitors and the right moments automatically.
Do I have control once it’s live?
Yes. You retain control of targeting rules and can pause or turn off the campaign at any time. The agent manages optimisation decisions within the boundaries you set.
You can also:
Include a control or baseline experience as a fallback and comparison point (this should be added in addition to the standard control)
Adjust the Control Share at any time
Guide segmentation by choosing the strategy that best fits your audience and goal
How does the agent play it safe?
Add a control or baseline experience (in addition to the control that already exists). If the agent isn’t confident in any of your variations, it falls back to that instead. It also avoids over-committing to any one experience while it’s still learning, and you can turn off the campaign at any time.
How do I know it’s working?
Check for the green “Data Received” checkmark on the Campaigns page — then head to the Agentic Report for a full view of how it’s performing, where traffic is going, and why.
Is this a black box?
Not fully. The agent combines statistical methods, contextual modelling, and reasoning AI to make decisions — and provides clear reporting signals and summaries to explain what’s happening and why.
The Agent Logs in the Agentic Report give detailed insight into every decision made. Agent Summaries translate that into plain language for stakeholder-friendly communication.
How does it handle peak trading?
The default training window is a rolling 90 days, which helps the agent learn across a range of trading conditions. Higher traffic volumes during peak periods can actually help the agent adapt and learn faster. It continuously updates based on the most recent data.
What if it’s not working as expected?
First, check:
Campaign status is Live
Your experiences are live and correct on your site
Global rules are targeting the right audience
If something still looks off, check the Agent Logs in the Agentic Report for errors or unexpected behaviour. Contact support if you see repeated issues.