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Sending a Campaign with Content Variation

Blair Matheson
  • Updated
Phased GA: AI Content Decisioning Agent is in phased general availability starting June 2026. Contact your Customer Success Manager (CSM) to confirm eligibility.

Once your template has content variations set up, the next step is to build your campaign.

AI Content Decisioning Agent activates automatically when you select a template that contains vary() tags. No additional configuration is required.

How to Send a Campaign with Content Variations

Select Your Template

In Campaign Builder, templates with content variations are marked with an AI icon in the template dropdown, making it easy to identify templates that include content variations. Select one, and the Agentic Decisioning panel confirms that Content Variation Optimization is active for that channel.

Sending a test campaign? Your Target Group must include at least 10 customers. Otherwise, some variants may not be served and will not appear in your metrics.

Campaign Builder template dropdown with the AI icon and the Agentic Decisioning panel

Choose Your Send Time

Your send time doesn't switch AI Content Decisioning Agent on or off. It determines how often the Agent can update variant weights while the campaign is sending.

Option What the Agent does
Send at a specific time Everyone receives the campaign at the scheduled time. Each customer is served a variant using the current weights.
Optimize within a time window You set a start and end time, and the send is distributed across that window. Content Decisioning sends in 15-minute batches and updates the weights between batches, so later batches benefit from what earlier ones learned.
Please note: A one-time campaign sent at a specific time uses an equal split with no reweighting. You still receive full variant-level reporting, which you can use to select winners for your next campaign. Weights shift only when you give the system a window in which to learn or run the campaign on a recurring schedule.

Campaign Builder send time options

Using AI Content Decisioning Agent with Send Time Optimization

The two agents optimize different aspects of the campaign and run independently:

  • Content Variation Optimization determines what each customer receives. It is active automatically whenever your template contains vary() tags.
  • Send Time Optimization (STO) determines when each customer receives the campaign. It is optional and available only if STO is enabled on your tenant.

When you run both, each customer receives the best-performing content at their best time. Leaving STO off does not affect content optimization. Both agents appear in the Agentic Decisioning panel, where you can confirm which features are active before launching. For STO setup and eligibility, see Send Time Optimization.

Confirm in the Campaign Summary

Before launching, the Campaign Summary confirms your optimization settings. It shows which channels have Content Variation Optimization enabled and, if applicable, your send time window.

Campaign Summary showing Content Variation Optimization settings

Either save the campaign as a draft or click to activate it. 

Next: See how your variations perform. See Monitoring AI Content Decisioning Agent Performance.

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