How Marketing agent works with data

Marketing agent builds campaigns using your project's own data — your schema and events, not individual customer records. This page covers what the agent reads, how it protects personal data, and how your own permissions apply.

What Marketing agent reads

Marketing agent reads your project's data schema — event types and customer attributes, managed through Data manager. It also reads your existing campaigns, assets, and product catalogs.

It never invents an event, catalog, or voucher pool that isn't actually in your project. If you ask for something that doesn't exist — a voucher pool by name, for example — it tells you it's missing and lists your real options, rather than guessing or substituting silently.

You can point it at an existing campaign, by name or ID, and ask it to build something similar. It recognizes a defined set of events out of the box:

• purchase and purchase_item
• cart_update
• consent and double_opt_in
• view_item and view_category
• page_visit
• session_start, session_end, and first_session
• banner
• invalid_contact

The highest-trust source is your project's data mapping. Mapping your events and attributes correctly is what lets the agent interpret your data accurately.

Where something isn't mapped, it falls back to your raw data schema — working from a small sample of example values, for non-PII fields only.

How Marketing agent protects personal data

Marketing agent reads field names, like purchase item ID, not the actual values behind them. No personally identifiable information (PII) reaches the underlying AI model.

For example, a gender segmentation request returns an aggregate count, never individual identities. Fields marked as PII in your schema get stronger protection still: it can't inspect their example values at all.

Access to any personal data surfaced elsewhere in the product stays gated behind the Personal Data Viewer permission — the same control used across Marketing.

Permissions and access

Marketing agent inherits your own Marketing permissions — both module access and role.

If your project doesn't have a given channel's module enabled, it can't build a campaign on that channel.

If you have the module but not the Campaigns Admin role, it can't create a campaign at all.

Either way, the agent never gives you access to data or actions you couldn't already reach yourself.

GDPR and data processing

Marketing agent's data handling inherits Marketing's existing GDPR compliance and Data Processing Agreement. Read how Marketing agent uses AI for the full architecture and safeguards.