Campaigns, Briefs, and the Campaign Agent

Next-gen campaigns are an organising layer. A campaign holds its assets, its automations, and — with Engagement+ — the Engagement journeys attached to it, and engagement rolls up to the campaign rather than living per-send.

That roll-up is the actual benefit. "How did the spring campaign perform?" stops being a spreadsheet exercise.

The Campaign Creation Agent

An optional generative assistant that drafts briefs, campaign structures and content — subject lines, preheaders, body paragraphs, landing pages, SMS copy — from a conversational prompt. It has to be switched on in Setup.

How I'd use it

• For the first draft of a brief, where a blank page is the real obstacle.
• For subject line variants, which is a volume problem rather than a craft one.
• Not for anything with a number, a legal line, or a product claim in it.

There are also conversational agents that can handle routine tasks like approvals. Worth knowing they exist; worth introducing slowly.