How to think about Affinity

Think of Affinity as a new member of your marketing team—one who learns from every journey and handles the time-consuming work of building and optimizing workflows. Understanding how Affinity works helps you collaborate effectively and get the most value from autonomous marketing.

Your new AI teammate

Affinity works alongside you as a new team member. You set the strategy and goals. Affinity handles execution—assembling journeys, generating content, implementing personalization, and optimizing performance.

Traditional marketing automation requires you to manually define every step. Affinity changes this relationship. Describe what you want to achieve in everyday language, and Affinity figures out how to make it happen. You review, refine, and approve—staying in control while Affinity handles the execution.

What Affinity does well

• Analytical capabilities: Builds complex audience segments using aggregates, filters, and expressions, saving you significant manual time.
• Technical implementation: Handles Jinja templating, personalization logic, and dynamic content rules—managing syntax so you can focus on strategy.
• Speed: Creates complete journeys in 1-2 minutes, including audience definition, timing, content, and personalization.
• Data-driven decisions: Uses industry benchmarks and performance data when making recommendations.
• Understanding your data: Learns your customer data structure and uses it effectively to drive journey decisions.

See how Affinity makes these decisions.

What Affinity needs help with

Affinity has some current limitations. Understanding these helps you work with it more effectively:

• Context switching: Works within individual conversations. Doesn't transfer knowledge between separate discussions.
• Session memory: Applies feedback within a single conversation session. Previous adjustments won't carry over to new sessions.
• Capability boundaries: May occasionally attempt unsupported solutions. Always review journey outputs before launch.
• Learning feedback: Learns from each journey independently. Doesn't build knowledge across all your journeys.

For a complete list of current constraints, see Affinity limitations.

Working with Affinity

Division of responsibilities

You define the "why"

• Journey objectives and business goals
• Brand guidelines and messaging tone
• Strategic constraints and exclusions
• Target audiences (when specific)

Affinity handles the "how"

• Customer segmentation and targeting logic
• Optimal timing and send schedules
• Personalized content generation
• Technical implementation (Jinja, filters, expressions)

You maintain control

• Review Affinity's journey plan before approval
• Request changes through conversation
• Manually adjust specific node properties
• Approve final journeys before launch

Learn how to create your first journey in Affinity.

How much guidance Affinity needs

Where Affinity needs direction

• Journey objectives and goals
• Target audience criteria (when specific)
• Brand tone and messaging guidelines
• Timing constraints or preferences
• Exclusions or business rules

Where Affinity decides independently

• Technical implementation (Jinja syntax, filters, expressions)
• Audience aggregates and segmentation logic
• Personalization rule structure
• Content block composition and ordering
• Default timing for common use cases

You don't need to specify every detail. Provide strategic direction and let Affinity handle tactical execution. Learn more about writing effective prompts.