Intelligent audience management

What is Audience Agent, and how is it different from building audiences by hand?

Audience Agent is an AI agent inside Real-Time CDP that you work with in natural language to explore, understand, and create audiences, instead of manually configuring segment rules. Rather than hand-building a segment definition and guessing at its size, you can ask the agent to find audiences by attribute, surface the XDM fields you could segment on, estimate an audience's size before you create it, and flag audiences that have suddenly grown or shrunk. It is designed to remove the manual configuration, slow diagnosis, and onboarding friction that make audience work time-consuming, while you stay in control of what gets created.

What can Audience Agent actually do?

Audience Agent supports a defined set of audience jobs: conversationally exploring your audiences, finding the size of existing audiences, looking up audiences by full or partial attribute, detecting duplicate audiences, discovering XDM fields you can build on, detecting significant size changes, and creating an audience from attributes and events (including estimating its size before you commit). It does not currently support goal-based audience exploration (discovering datasets aligned to a business goal using propensity models), and it needs at least 24 hours to process your data before insights are reliable. Treat it as an accelerator for audience management and exploration, not an autonomous replacement for the analyst.

Does Audience Agent create or change audiences on its own?

No, Audience Agent acts only when you ask it to and only within your permissions, so it does not silently alter audiences in the background. Viewing audience insights requires a View Segments permission, and creating an audience requires a Manage Segments permission, so a user who can only view cannot have the agent create anything. You work with it through the AI Assistant conversational interface and approve what it produces, which keeps a person in the loop for every audience that reaches activation.

How does Real-Time CDP use AI to find and expand high-value audiences?

Beyond Audience Agent, Real-Time CDP includes Customer AI, which predicts individual-level behavior such as propensity to buy, convert, or churn, with explanations of the factors driving each prediction, and look-alike modeling, which expands a high-value audience by finding profiles that resemble it. Together these let you build audiences around predicted intent rather than only past behavior, and grow reach without lowering quality, so audience work moves from describing who customers were to targeting who is likely to act next.

What do I need in place to use Audience Agent?

You need access to AI Assistant, the conversational interface the agent runs in, plus the View Segments or Manage Segments permissions for the actions you want to take, and at least 24 hours for the agent to process your audience data. Audience Agent is available across both Real-Time CDP and Adobe Journey Optimizer, so if you run both, the same capability spans your B2C and B2B audience work. Confirm which users have AI Assistant access and the right segment permissions in Admin Console before assuming the agent is available to your whole team.