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 — there's nothing extra to configure.

Step-by-Step: How to Send a Campaign with Content Variations

Step 1: Select Your Template

In Campaign Builder, templates with content variations are marked with an AI icon in the template dropdown, making it easy to see at a glance which templates include content variations. Pick one, and the Agentic Decisioning panel updates to confirm Content Variation Optimization is active for that channel.

Step 2: Choose Your Send Time

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

• Send at a specific time — Everyone receives at your scheduled time. Each customer is served a variant using current weights.
• Optimize within a time window — You set a start and end time and the send spreads across it. Content Decisioning sends in 15-minute batches and updates the weights between batches, so later batches act on what the earlier ones learned.

A one-time campaign sent at a specific time gets an equal split with no reweighting. You still get full variant-level reporting — use it to pick winners for your next campaign. Weights only shift if you give the system a window to learn within, or run the campaign on a recurring schedule.

Using AI Content Decisioning Agent with Send Time Optimization

The two agents optimize different things and run independently:

• Content Variation Optimization decides what each customer receives. Active automatically whenever your template contains vary() tags.
• Send Time Optimization (STO) decides when each customer receives it. Optional, and only available if STO is enabled on your tenant.

Run both and each customer gets the best-performing content at their own best moment. Leaving STO off changes nothing about how content is optimized. Both appear in the Agentic Decisioning panel, so you can confirm what's active before you launch. For STO setup and eligibility, see Send Time Optimization.

Step 3: Confirm in the Campaign Summary

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

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

Next: See how your variations perform — see Monitoring Content Decisioning Performance.