Set Up Agentic Content

Prerequisites

Confirm that the prerequisites are set up.

User Permissions

The Marketing Cloud Admin permission is required to configure most settings in Marketing Cloud Next. It also allows users to create, edit, and publish content and to access, view, and assign ownership to agentic content workspaces. See User Permissions in Marketing Cloud Next.

Also, to define roles for accessing content in the agentic content workspace, see Collaborate on Content.

Content Personalization

Personalizing marketing messages, such as by using merge fields, improves the customer experience and increases engagement. When working with agentic content, you can reference merge fields and more complex personalization directly in your prompt. The underlying HTML, Handlebars scripting, or AMPscript needed for complex personalization are automatically generated for you. You don't need to write any code yourself. You can also connect data sources directly from the sidebar panel in your workspace. See Connect Data Sources for Personalization. To preview how personalization resolves for a specific recipient, see Preview and Publish Content.

Personalize agentic content by using a variety of data sources and built-in data providers.

• Data Graph — Set up a data graph for marketing purposes (for example, built on the Unified Individual object). See Configure a Data Graph. You can then add merge fields to your content that reference data in the data graph, for example first name, email address, and so on. Merge fields follow the syntax: {!$provider.Field}.
• Built-in Data Providers — Similar to merge fields, you can reference built-in data providers, powered by Handlebars scripting, such as $individual, $context, and $organization.
• Custom Content Variables — A no-code alternative for adding a value to content at send time. From the Properties panel, add variable placeholders directly in content. Flow then maps values into those variables at send time. You can use text, boolean, date, date time, and number data types, as well as recordId, which references a Salesforce record. Content variables use the {{token}} syntax.
• Marketing Objects — A marketing object stores data that you import from a file for your marketing use cases.
• Salesforce Objects — Use standard or custom Salesforce objects, such as Cases or Leads, so the agent can personalize content with your most current business data.

Configure Channels for Agentic Content

You can generate channel-ready content for email, SMS, RCS, and MMS. Before you generate content, set up and turn on the channels you want to create content for.

AI Usage Limits for Agentic Content

Usage is tracked per org, per month. There are separate maximum limits for content generation (such as SMS, email, RCS, MMS, variants, and translations) and image generation. All users with access to agentic content share the org's monthly limits. The limit for content generation is 30. Any content generation or regeneration request counts as a single content generation. For example, you ask to generate a new variant of an email message and also request to regenerate the heading of the email. Each request is deducted from the content generation limit.

The limit for image generation is 10. Any new image generation or regeneration request is deducted from the image generation limit.

When monthly limits are met, agentic content generation features are turned off for all users in the org and are unavailable in the agentic content workspace UI.

• Content Generation — The prompt window or panel is unavailable. Contextual actions such as Regenerate and Translate (including Translate To and Retranslate) are also unavailable.
• Image Generation — Image actions such as Surprise Me (Regenerate) and Edit with Prompt are unavailable.

Non-AI features remain available in the workspace, including manual editing features.

Usage limits reset on the first of every month at 12:00 AM in the org's local system time. Unused allocations from the previous month don't carry over.