SMS and omnichannel campaigns in Campaign Agent

Campaign Agent can build campaigns on the SMS channel, either on their own or combined with email in a single omnichannel campaign. Describe the campaign you want in plain language—the agent detects the channel, writes channel-appropriate content, and reflects it in the campaign brief before building anything.

The agent only proposes SMS when your project has SMS configured. Otherwise it stays with email.

Campaign types

• SMS-only: The whole campaign sends over SMS. Use this for short, time-sensitive messages to customers who've opted in to SMS.

• Omnichannel (email and SMS): A single campaign that uses both channels in one flow. Email is the primary channel—only your contacts with active email consent enter the scenario. Contacts with SMS consent only won't enter your flow. SMS is layered on top for contacts who are also opted in to SMS—for example, an email announcement followed by an SMS reminder.

How Campaign Agent detects your intent

You don't need to name a channel explicitly. The agent infers it from your prompt:

• "Text everyone who's opted in to SMS about our flash sale." → SMS-only

• "Email the whole database about the summer sale, then send a follow-up SMS a day later to everyone opted in." → Omnichannel (email and SMS)

• "Announce our summer sale to all customers." → Email (the default when no SMS intent is detected)

You can also ask the agent to recommend a channel mix. It only suggests or includes SMS when SMS is set up on your project. When your intent is ambiguous, the agent asks you to confirm the channel before proceeding.

What the brief shows you

The brief includes Channel as a labeled field, so you can see the channel mix before anything is built. For omnichannel campaigns, the brief lays out each step and the channel it uses.

For example: an announcement email, followed by a wait period, then a follow-up SMS. You adjust the channel and the steps conversationally, the same way you edit any other part of the brief.

Consent and routing (omnichannel)

In an omnichannel campaign, some customers in your audience may not be opted in to SMS. Tell the agent how to handle them in your prompt—for example, "Send those customers the message by email instead." The agent builds that routing into your campaign as a condition:

• Customers opted in to SMS receive the SMS step.

• Customers who aren't opted in receive the alternative you asked for (for example, an email), so they still get the message.

The agent adds this routing when you ask for it, rather than applying it on its own.

SMS content

The agent writes SMS copy for the channel—short, personalized, with the key message and offer up front, and within SMS message limits. It's composed as a text message, not a truncated version of the email. You can refine the copy conversationally and check it in the preview before publishing.

Sender and consent settings

You can choose the sender the agent uses for the SMS, and confirm the consent type being applied—the same controls you use elsewhere in Engagement.

Compliance and guardrails

SMS campaigns built by the agent follow your project-wide settings and Engagement's existing guardrails—including silent hours and frequency caps—unchanged.

Consent handling and opt-out processing continue to work exactly as they do for SMS campaigns built manually in Engagement.

What happens after you publish

Your omnichannel campaign publishes as a single scenario — you don't need to build or manage separate email and SMS campaigns. Your channel routing, timing, and conditions are all in one flow. Publishing and post-publish behavior follow the same rules as your other Marketing Agent sends. See Send modes in Marketing Agent for details.

Personalization still applies

Choosing SMS or omnichannel only affects which channel a message goes out on. All of Campaign Agent's personalization still applies within each channel's content.

Good to know

• This release covers email and SMS channels. Voucher delivery over SMS isn’t supported.

• The agent doesn't estimate SMS cost in the brief—use Engagement's existing tools for cost projection.