Marketing teams have always felt nervous about that ‘blank canvas’ moment, a new campaign, zero direction, and a clock ticking. Salesforce’s Spring ’26 release just made that moment a lot less painful.
The Agentforce Campaign Experience is one of the most practical upgrades in this release cycle. It lets marketers co-build campaigns through a conversational AI interface, typing natural language objectives and receiving fully structured, multi-channel email and SMS flows in return. No more jumping between tools, writing briefs from scratch, or manually aligning copy to brand guidelines.
This guide walks you through exactly how it works, from enabling the feature in your org to pushing a finished campaign into execution.
What Is Agentforce Campaign Experience?
The AgentForce Campaign Experience enables marketers to draft and preview campaign briefs directly within the AgentForce conversation interface, where the brief remains alongside the campaign preview—allowing you to adjust both as you go.
It lives in Marketing Cloud Next and is powered by the Campaign Creation Agent—an AI agent that reads your inputs, asks clarifying questions, and scaffolds a full campaign structure. The Campaign Creation Agent can build entire multi-channel journeys from a simple text prompt.
What makes this different from a standard AI writing tool is the grounding layer. To improve accuracy, agents can now draft marketing briefs based on uploaded strategic documents such as PDFs or Word files. Once uploaded to Salesforce Files, these documents can be referenced in a prompt to adjust the agent’s output to align with your company’s existing strategy.
That means the AI isn’t just generating generic copy, it’s working from your brand voice, your messaging pillars, and your campaign goals.
Before You Begin: Prerequisites Checklist
Before diving in, confirm the following:
- Edition: Marketing Cloud Next Growth or Advanced Edition is required
- Agentforce enabled: Go to Setup → Agentforce → toggle it on
- Spring ’26 active in your sandbox: Always test here before going to production
- User Permissions: Marketing User + Agentforce Campaign permissions assigned
- Brand document ready: A text-searchable PDF of your brand guidelines (tone, colors, fonts, messaging)
- Data Cloud segment available (optional but recommended for audience targeting)
Pro Tip: Never configure this in production first. Build and test in a full sandbox, confirm the campaign output quality, then replicate in your live org.
Step-by-Step: Building a Multi-Channel Campaign with Agentforce
Step 1 — Launch Agentforce Campaign Experience
Navigate to the Home tab inside Marketing Cloud. Click the Agentforce button in the panel to open the AI chat interface, then click “Create a Brief”.
To ensure the “Create a Brief” button appears immediately after launching, always open Agentforce from the Home tab in Marketing Cloud. In the default configuration, the button is dynamically generated based on the current page context.
The interface opens as a split view, the Agentforce chat panel on one side and the campaign canvas preview on the other.
Step 2 — Draft Your Campaign Brief Through Conversation
In the Campaign Objective field, describe what you’re trying to accomplish. Be specific because vague inputs produce vague briefs.
Example prompt:
“Target customers who haven’t purchased in the last 90 days. Goal is to drive re-engagement with a 20% discount offer and push them toward our new product landing page.”
Agentforce will pick up your intent and generate a structured brief: campaign objective, target audience, channel mix, key offer, and suggested KPIs. If there are no issues with the content, click “Save Brief.” If you want to make changes, refine the brief through continued conversation with the agent.
New fields have been added to the Brief object, including primary goals, KPIs, and brand guardrails, which help Agentforce better understand context, leading to more focused decisions and fewer generic AI responses.
The session is iterative, not one-shot. Type refinements like “Make the tone more urgent” or “Shift the focus from discount to exclusivity” — Agentforce will revise the brief in the same conversation thread.
Step 3 — Ground the Output with Your Brand PDF
This is the step most teams skip, and it’s the one that makes the biggest difference.
Campaign briefs can now be grounded in strategic documents and brand identity. Upload PDFs or Word files to Salesforce Files and reference them in your prompt.
To do this: on the brief record page, scroll down and click “Select Brand” to configure your brand settings. The agent automatically performs grounding on the uploaded files, generates the brief, and adds links to the source documents to the new brief record. When Agentforce Campaign Creation generates a campaign, it now uses the tone and brand identity associated with the brief, enabling a more aligned and appropriate campaign draft with fewer manual adjustments.
An important note: Your PDF must be text-searchable. A scanned image of your brand guide will not work. Agentforce requires readable text to extract the exact tone, vocabulary, and messaging framework from it.
Step 4 — Generate the Multi-Channel Campaign Preview
Once your brief is saved and brand settings are applied, click “Generate Campaign Preview.”
Campaign briefs with preview functionality are automatically displayed alongside the Agentforce chat panel, allowing you to review multi-channel steps such as email and SMS within the campaign flow.
The agent generates a complete sequence. Typically, this includes:
- Email 1: Awareness / soft re-engagement
- Email 2: Offer highlight with primary CTA
- Email 3: Final urgency/expiry nudge
- SMS 1: Short teaser with tracked link
- SMS 2: Last-chance reminder
Each asset is previewed inline. You can review the subject lines, body copy, and SMS messages without leaving the Agentforce interface.
Step 5 — Refine the Preview Through Conversation
The preview isn’t final until you say it is. Type follow-up instructions directly in the chat to adjust any piece of the campaign:
- “Shorten the first email subject line”
- “Add a loyalty member reference to SMS 2”
- “Increase urgency in the final email CTA”
The ‘Refine Campaign Preview’ agent topic allows you to review and refine the structure and content of a campaign at any time before creating the final campaign.
Step 6 — Deploy to Marketing Cloud
When you’re satisfied, click “Save this Campaign” to push the full flow into Marketing Cloud. From there, each email asset opens in the native email editor for any final formatting adjustments, and SMS messages route through your connected MobileConnect setup.
Journey Builder is getting a major upgrade with the “Wait Until Response” activity, which means your campaigns can now pause and react based on whether a customer actually replied, turning a one-way broadcast into a real conversation. Two-way email became available to all customers in February 2026, and two-way SMS and WhatsApp are available today.
Tips for Getting the Best Results
- Be specific in your prompts. “Run a re-engagement campaign” is too broad. “Target lapsed customers from Q4 2025 with a 15% discount, push toward our spring product launch” gives the agent real material to work from.
- Always upload a brand PDF. Without it, you’ll spend more time editing than generating.
- Iterate in conversation. Don’t start over if the output isn’t perfect; refine it in the same thread.
- Test subject lines independently. Agentforce generates functional copy, but A/B testing subject lines separately still gives you better data.
- Preview on mobile. Email previews look fine on desktop and completely different on a phone. Check both before deploying.
Common Pitfalls to Avoid
- Skipping the brand PDF upload results in generic, often off-brand copy that takes more time to fix than if you’d written it yourself.
- Testing directly in production is avoidable; always use a sandbox, especially when configuring agent topics for the first time.
- Ignoring SMS compliance. Agentforce generates content, not compliance. Opt-in lists, unsubscribe language, and carrier requirements are still your responsibility.
- Approving the brief too quickly without checking AI-suggested KPIs, the agent sometimes defaults to industry-generic targets rather than your org’s historical benchmarks.
Final Thoughts
The Agentforce Campaign Experience isn’t a flashy demo feature — it’s a genuine workflow improvement for marketers and admins who spend too much time on setup and not enough time on strategy. The combination of conversational briefs, brand PDF grounding, and instant multi-channel previews puts the first draft in your hands in minutes rather than hours.
Frequently Asked Questions (FAQ)
It’s an AI-powered, conversational workflow in Marketing Cloud Next that lets marketers build multi-channel campaign briefs, email flows, and SMS sequences through natural language — without manually configuring each step.
It’s available in Marketing Cloud Next Growth and Advanced Editions with an active Agentforce setup.
Yes. Upload text-searchable PDFs or Word files to Salesforce Files and reference them in your campaign prompt. The agent reads the document and reflects your brand tone in all generated content.
No. It generates SMS content, but you are responsible for opt-in lists, unsubscribe links, and carrier compliance requirements.
Yes — and that’s exactly where you should start. Enable Agentforce in your sandbox org, redeploy the Campaign Creation Agent, and validate outputs before activating in production.
Email and SMS are the primary outputs. Organizations can also scope WhatsApp and Mobile App Messaging to specific business units, with full multi-channel support expanding through 2026.
Arun Kumar
Arun Kumar is a Salesforce 2x Certified professional with expertise in Marketing Cloud, Account Engagement (Pardot), Data 360, AI, and Agentforce. He focuses on designing and implementing scalable marketing automation solutions that improve customer engagement and drive performance. Passionate about innovation and continuous learning, Arun enjoys exploring the latest Salesforce technologies and sharing insights that help businesses build smarter, data-driven marketing strategies.
