Apex Essentials: Core Concepts – Propensity

What this is

Apex (formerly Propensity AI) is Propensity's AI assistant, designed to help you explore information, plan campaigns, and make informed go-to-market decisions through natural language conversations.

With Apex, you can discuss your marketing goals, explore audience and campaign ideas, review available information, and develop strategies based on your business objectives.

Apex can use information from your Propensity workspace, your conversations, and supporting materials you provide to make its guidance more relevant to your business.

To get started, select Propensity AI from the navigation tab.

When to use this

Use Apex when you want help developing marketing strategies, understanding your audiences, planning campaigns, or identifying potential improvements.

Common use cases include:

Exploring audience and campaign ideas based on your business goals.
Reviewing available information and evidence to support marketing decisions.
Developing campaign strategies, messaging approaches, and launch briefs.
Identifying potential campaign improvements.
Discussing your ideal customer profile (ICP), targeting priorities, and brand guidelines.
Configuring specialized AI agents for particular tasks or workflows.

Example prompts

You can start with questions or requests such as:

Help me plan a campaign targeting enterprise accounts in North America.
What should I consider when defining an audience for our new product?
Help me create a launch brief for a campaign focused on pipeline acceleration.
Review the available information about our target audience and suggest areas to investigate.
Help me define our marketing goals and explore how to achieve them.

Providing clear information about your goals, target audience, and constraints helps Apex understand what you want to accomplish.

Exploring the Apex Workspace

The Apex workspace provides access to your conversations, planning tools, business context, and specialized AI assistants.

Home

Home is the starting point for working with Apex.

From here, you can explore suggested activities, review your current focus, and start conversations about your business goals and marketing priorities.

Apex provides guidance to help you review available evidence, explore audience ideas, and prepare a launch brief as you work through your next steps.

Conversations

Conversations lets you find and revisit your Apex conversations.

You can search your conversation history and switch between Active and Archived conversations to locate previous discussions.

Use this section to return to your conversations and continue developing ideas or reviewing information.

Plans

Plans helps you develop a marketing plan with Apex through conversation.

The planning process covers three steps:

Start with the outcome: Clarify your business goal and what success looks like.
Shape the approach: Work through your target audience, messaging, and channels.
Build the launch brief: Organize your decisions into practical next steps and ways to measure success.

Select Start a working plan with Apex to begin planning, or Continue a plan from your conversations to return to your planning discussions.

Your business

Your business helps you review the business information and context available to Apex.

The page includes:

Your workspace: Review your workspace information and marketing focus, with an option to access workspace settings.
What we're working on: Choose your next marketing priority or bring a campaign, audience, or brief into a conversation.
Your goals and brand: Work with Apex to define your goals and explore your brand voice.
Context I can use: Understand the information Apex can use, including your workspace, conversation details, and information you share.

You can also select Talk it through with Apex to discuss your business and marketing priorities.

This section helps you review and discuss business context. It does not automatically create new saved business rules.

Tools

The Tools menu contains specialized features for different types of work.

ABM Coach

ABM Coach helps you explore account-based marketing questions and prepare insight requests.

You can select questions, provide additional information, preview your prompt, and submit it for processing.

Agents

Agents provides tools for configuring specialized AI assistants with instructions and business guidelines for particular tasks or workflows.

You can start configuring an agent in two ways:

Chat: Work with Apex through a conversation to describe the agent you want to create.
Guided Agent Creation: Follow a step-by-step process to configure your agent.

Agent configuration can include instructions, brand guidelines, ICP criteria, and company or product information.

For detailed instructions, see Creating AI Agents with Propensity AI.

Working with Apex

Apex allows you to explore questions and develop ideas using natural language.

Depending on the request, you can use a conversation to review evidence, reconsider audience targeting, or prepare a campaign launch brief.

Apex also provides access to supporting sources and business context. The information available depends on your workspace and the context provided in the conversation.

You can refine a request by adding details, asking follow-up questions, or clarifying your objectives.

Recommendations and Campaign Optimization

Apex also supports campaign optimization through Campaign Optimizer in the Campaigns section of the GTM Engine.

Campaign Optimizer helps you evaluate campaigns and review potential improvements.

You can choose an individual campaign or your portfolio, optionally select a goal, and select Evaluate with Apex.

When recommendations are available, you can review proposed changes, supporting explanations, and confidence information before deciding how to proceed.

Recommendations can be approved, rejected, or deferred for later review.

Approving a recommendation records your decision. When available, you can continue working on an approved recommendation in an Apex conversation. Approval alone does not apply changes to your campaigns.

Campaign Optimizer also includes approval preferences, allowed action types, and optional budget limits. Available actions depend on your permissions and applicable workspace settings.

Reviewing Actions

Apex can help you retrieve information, develop plans, and work through supported actions in Propensity.

Some requests involve reviewing existing information, while others may lead to changes in your workspace.

Actions that modify information depend on the available functionality, your permissions, and any required confirmation or approval steps.

Review the proposed action before proceeding.

Using Apex with Other AI Tools

You can also connect Apex to supported external AI tools, including ChatGPT and Claude.

Select Take Apex with you in the Apex sidebar to access the available connection options.

These integrations provide another way to access supported Apex functionality. Available actions and authorization requirements may differ depending on the connection.

For setup instructions, refer to the dedicated guides for connecting Apex to ChatGPT or Claude.

Important Notes

Review recommendations before acting. Apex can help develop plans and suggest improvements, but a recommendation does not mean a change has been applied.
Available information matters. Apex's responses depend on your workspace, conversation context, and supporting information provided.
Permissions still apply. Some actions may require specific permissions, review, or confirmation.
Confidence is not a guarantee. Review supporting information when evaluating recommendations.
Plans and campaigns are different. Creating or refining a plan does not automatically launch a campaign.
Be specific with your requests. Including your goals, target audience, and relevant constraints helps Apex provide more useful guidance.