What this is
AI Agents allow you to configure specialized versions of Apex (Propensity AI) for specific tasks or recurring workflows.
Each agent can have its own purpose, instructions, brand guidelines, and business context. These settings help the agent follow a consistent approach without requiring you to repeat the same instructions in every conversation.
You can create an agent through a conversation with Apex or configure one manually using a guided form.
When to use this
Use AI Agents when you want a specialized assistant to follow particular instructions or guidelines.
For example, you can configure an agent to help plan LinkedIn campaigns for enterprise B2B audiences while following your brand voice, targeting criteria, and messaging preferences.
Other uses include supporting campaign planning, developing messaging approaches, and applying consistent instructions to recurring marketing tasks.
Creating an AI Agent
To get started:
- Log in to Propensity and access Apex/Propensity AI
- In the sidebar, expand Tools and select Agents
- Click New Agent
- Choose one of the available creation methods:
- Chat: Describe the agent you want to create in a conversation with Apex
- Guided Agent Creation: Configure your agent manually using a guided form
Option 1: Create an Agent Using Chat
The Chat option lets you describe your agent using natural language.
- Select Chat to open the conversation interface.
Enter a prompt explaining the agent's purpose and how it should work.
Example prompt:
"Help me create an AI agent that assists with planning LinkedIn campaigns for enterprise B2B marketing teams. The agent should follow a professional brand voice, focus on campaign planning, and ask for missing targeting details before preparing recommendations."
- Review the proposed agent configuration. Apex can present sections such as Purpose, Instructions, Context, and Review.
- If you need changes, describe them in the conversation before confirming.
- When you're satisfied with the configuration, confirm creation by replying with an instruction such as create.
- After the agent is created, return to Agents to find it in the list.
Providing specific instructions about the agent's purpose, target audience, and brand requirements helps Apex prepare a more relevant configuration.
Option 2: Use Guided Agent Creation
The Guided Agent Creation option lets you configure an agent using a form.
- Select Guided Agent Creation
- On the New Agent page, enter an Agent Name
- Select an Agent Type and, when applicable, Agent Sub-Type
- Select Submit to continue to the Create Agent form
- Review and complete the configuration sections described below
- Select Save Agent to save your configuration
Reviewing and Configuring an Agent
The Create Agent form organizes the configuration into sections.
Agent Basics
Define the agent's identity, availability, and purpose.
- Agent Name: The name used to identify the agent.
- Access Level: Controls who can access the agent.
- Private: The agent is available to its creator.
- Workspace: The agent can be accessed by other users in the same workspace.
- Status: Controls the agent's lifecycle and availability.
- Active: The agent is available for use.
- Inactive: The agent is not currently active.
- Draft: The agent is still being prepared.
- Deprecated: The agent is marked as deprecated rather than permanently deleted.
- Purpose: A description of what the agent is intended to help users accomplish.
Agents created through the manual setup flow start with Draft status. Review the status before attempting to use an agent.
Instructions
Use Instructions to define how the agent should behave.
You can add individual instructions, such as:
- Ask for missing information before preparing a recommendation.
- Follow the specified targeting criteria.
- Use clear, professional marketing language.
- Identify missing evidence instead of making assumptions.
Select Add Instruction to include additional instructions. You can also change their order.
The form includes an Add Starter Instructions option for adding suggested instructions.
Brand Guidelines
Use Brand Guidelines to define the voice, messaging style, language preferences, and brand rules the agent should follow.
This helps keep its responses aligned with your organization's communication guidelines.
ICP Guidelines
Use ICP Guidelines to describe your ideal customer profile, including relevant industries, company characteristics, target personas, regions, and exclusions.
These guidelines provide targeting context for the agent's work.
Company / Product Profile
Use Company / Product Profile to provide information about your organization, products, use cases, and differentiators.
Review this information to ensure the agent has the appropriate business context.
Ad Creative
Use Ad Creative to configure guidance related to advertising copy, visual preferences, colors, and reference assets.
These settings can help the agent follow your creative guidelines when working on advertising-related tasks.
Advanced: Saved JSON
Advanced: Saved JSON displays the configuration prepared from the form.
This section is intended for advanced configuration review. You generally do not need to edit it when using the standard form.
Viewing and Editing Your Agents
To review an existing agent:
- Open Apex/Propensity AI → Tools → Agents.
- Find the agent you want to review.
- Select its name to open the configuration.
- Update the relevant settings, instructions, or guidelines.
- Select Save Agent to save your changes.
The Agents list includes agents you created and agents shared with your workspace.
You can review information such as an agent's name, version, status, and access level.
Active agents can also have a Set As Default option.
Using an Agent
After creating an agent, make sure its status is set to Active so you can select it in an conversation.
1. Activate Your Agent
- Open Apex → Tools → Agents
- Find the agent you want to use
- Check the Status field
- If the agent is set to Draft or Inactive, click the agent's name and change its status to Active
- Select Save Agent to save your changes
2. Select Your Agent in a Conversation
- Open Apex/Propensity AI → Home
- In the conversation interface, select Agent Settings
- Choose the agent you want to use from the available options
- Enter your prompt to begin working with the selected agent
Active agents can appear alongside Propensity Agents in the agent selection menu.
Important Notes
- Choose the creation method that works best for you. Use Chat to describe an agent conversationally, or Guided Agent Creation to configure it through a form.
- Review the configuration before saving. Check the agent's purpose, instructions, and supporting business guidelines.
- Check the agent's status. Agents created through the manual setup flow start as Draft and may need to be activated before use.
- Choose the appropriate access level. Private limits access to the creator, while Workspace makes the agent accessible within the workspace.
- Keep instructions up to date. You can return to the agent's configuration to revise its instructions and guidelines.
- Deprecated does not mean deleted. Deprecating an agent is different from permanently removing it.