Hightouch Agents is an AI platform that helps marketers explore data, build audiences, design journeys, generate content, and automate recurring work. Agents uses your connected data and tools so you can ask questions in plain language.
Overview
Hightouch connects deeply to your data warehouse and over 300 marketing and customer platforms. Hightouch Agents builds on this foundation by giving you an AI layer that can interpret your data, understand your marketing goals, and help you create or analyze campaigns.
You can talk to Agents the same way you talk to a teammate:
- Ask for insights
- Brainstorm and refine campaign ideas
- Draft audiences or journeys
- Build charts or reports
- Generate content
- Automate recurring tasks
All work happens in a guided, chat-style interface where you always review and approve outputs before they are created or saved.
Agent types
Hightouch offers several Agents, each designed for a specific part of your marketing or analytics workflow.
| Agent | What it does |
|---|---|
| Audience Agent | Helps you create, preview, and refine audiences using your Customer Studio schema. Suggests fields, detects potential duplicates, and sizes the audience using metadata. |
| Journey Agent | Designs multi-step customer journeys based on your campaign goals. Recommends entry conditions, messaging steps, timing, and destinations. |
| Charts Agent | Builds charts and metrics using Customer Studio data—such as trends, conversion funnels, or geographic breakdowns—and recommends chart types based on your question. |
| Analytics Agent | Queries your warehouse to analyze behavior, product usage, funnels, and retention. Great for answering questions that require real data, not just metadata. |
| Campaigns Agent | Evaluates ad performance, identifies creative fatigue, and recommends optimization strategies by combining data from ad platforms and your warehouse. |
| Content Agent | Generates brand-aligned content, such as email templates or campaign copy, using your brand guidelines, design references, and audience data. |
| Custom Agents | Automate recurring workflows such as monitoring key events, generating weekly reports, or surfacing suggested audiences. Delivered via Slack or email on a schedule. |
Each Agent focuses on a slice of your marketing workflow so answers are more accurate and tailored.
How agents work
Agents differ in the data they can access. Some use only your Customer Studio schema (metadata), while others also access your warehouse, external integrations, and web data.
Schema-based agents
Schema-based agents use the structure of your Customer Studio data—not individual rows. They rely on:
- Parent model names
- Column names, descriptions, and value suggestions
- Destination names
- Existing audiences and their filter criteria (not individual user data)
- Existing journeys and their structure (not individual user-level journey data)
These agents do not run warehouse queries directly. Instead, they help you frame audiences, journeys, and charts using the schema and then rely on Hightouch’s query engine to size or validate results.
Agents in this group:
- Audience Agent
- Journey Agent
- Charts Agent
Examples:
- The Audience Agent can draft and size an audience using schema-based metadata.
- The Charts Agent can select appropriate chart types and conditions, which are then executed against your warehouse through Hightouch’s query engine.
To get started, configure your default parent model in Settings. You can switch models anytime during a chat session.
Warehouse and external-data agents
Some agents access both your Customer Studio schema and your underlying warehouse. They can run SQL queries (generated automatically) and combine results with external tools such as ad platforms or web sources.
Agents in this group:
- Analytics Agent
- Campaigns Agent
- Content Agent
What each one does:
- Analytics Agent – Queries your warehouse for behavioral analysis, funnels, user cohorts, and retention. Queries are always scoped to tables in your Customer Studio schema.
- Campaigns Agent – Combines data from ad channels with downstream warehouse performance to support ROAS, CPA, LTV, and creative analysis. Requires authenticated access to ad destinations.
- Content Agent – Generates HTML or creative content using inputs like Figma designs, brand guidelines, or past templates. Can incorporate warehouse-backed audience information to tailor variants.
These agents are best for answering performance questions, diagnosing issues, or creating content based on real user or campaign data.
Custom agents
Custom Agents work the same way as other Agents but are fully configurable. You can:
- Set them to run on a schedule
- Decide what they analyze or generate
- Deliver outputs via email or Slack
- Use them for recurring tasks like monitoring events, summarizing experiments, or surfacing new audience opportunities
Custom Agents are ideal for replacing manual weekly reporting or ongoing checks.
Using agents
Start by entering your question or goal in the prompt window. The Hightouch Routing Agent automatically identifies which specialized Agent should respond.
A typical session looks like this:
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You describe what you want (e.g., “Create an audience of recent sign-ups who haven’t purchased”).
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The selected Agent drafts an audience, journey, chart, analysis, or content.
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The Agent may ask for clarifying details like timeframe or channel.
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You review the results, make changes, and then save the object directly from the chat.
Any audiences, journeys, or charts created through an Agent become available immediately in Customer Studio.
Ideation mode
For especially complex or exploratory questions, you can turn on Ideation mode. When enabled, the Agent:
- Generates multiple hypotheses
- Tests and compares them
- Provides a more detailed and nuanced answer
Ideation mode takes longer to run and should be used when you need extra depth, such as diagnosing a drop in campaign performance or exploring multiple segmentation strategies.
Advanced settings
You can provide additional context so Agents better understand your business and preferences.
In Settings → Agents, you can configure:
- Business description: High-level details about your company, products, and goals
- Model guidance: Rules for how Agents should behave (e.g., “always consider loyalty tier fields,” “avoid creating audiences similar to X”)
As you chat with Agents, you’ll also see assumptions referenced in the responses. If you like the definitions and want to ensure they’re used for future chats, save them as Memories. You can review all of the Memories for your workspace from the Settings page.
Permissions
Access to different agents is granted on a workspace and/or user level.
Agents:
- Never create or change anything without your approval
- Only allow users to save outputs if they have the right permissions
For example, during chats, the agent may draft audiences or journeys, but users must review the outputs and can only save them if they have the appropriate Customer Studio permissions.
Sample questions
Here are some prompts you can use to get started:
- “Create an audience of users who created an account in the last 30 days but haven’t made a purchase.”
- “Which products resonate most with my most loyal buyers?”
- “Of all customers who purchased Product X, who are in the top 10% by revenue?”
- “What was my best-performing creative last week?”
- “Show me my top five products by conversion rate in the last 30 days.”
- “For each product, does including a human in the ad improve performance?”