Available Context to Marketing Agents
Updated
Overview
The quality and relevance of AI-generated content depend heavily on the context available to the agent. Marketing Agent uses multiple context sources in Sprinklr to generate more accurate and brand-aligned outputs. This article explains two of those context sources: Campaign context and Product Catalogue context.
This article explains how Marketing Agent uses Campaign and Product Catalog as context, including access requirements, how information is retrieved and used, supported product catalog types, and fallback behaviour and more.
Campaign as Context
Marketing Agent can use information from a Campaign as contextual input when generating ideas and creative assets. Instead of relying only on the prompt, the agent retrieves campaign-specific information from Sprinklr to ensure generated content aligns with the campaign's goals, messaging, and creative direction.
Access Requirements
Users must have access to the selected campaign and its associated artefacts for Marketing Agent to retrieve and use campaign context.
Availability
Campaign context is available to supported Marketing Agent experiences and provides a reusable context layer for downstream agents such as Ideation and Content Creation Agents.
How Marketing Agent Uses Campaign Context
When you generate content for a campaign, Marketing Agent:
- Retrieves the selected campaign and its associated context.
Collects relevant campaign information, including:
- Campaign name and description
- Campaign objectives
- Campaign tags and categories
- Campaign briefs
- Sub-campaign details
- Visual briefs
- Associated campaign assets
- Paid Initiatives
- Consolidates the information into a structured context layer.
- Share this context with the agent to generate more relevant and consistent ideas or content
Campaign Context as the Primary Source
Marketing Agent treats the Campaign as the primary source of campaign information. By using campaign-linked assets, briefs, and objectives, the agent can better preserve campaign intent and generate content that is aligned with the overall marketing strategy.
Example Scenario
If you select a holiday campaign and ask Marketing Agent to generate social media content, the agent can use the campaign brief, objectives, visual guidelines, and associated assets to create content that reflects the campaign's theme and messaging.
Support for Campaign Hierarchies
Marketing Agent supports parent and sub-campaign relationships. When applicable, it can retrieve context from associated sub-campaigns and relevant inherited campaign information to improve content relevance.
Product Catalog as Context
Marketing Agent can use products stored in your Sprinklr Product catalog as contextual input when generating creative assets. By leveraging catalog data, the agent can use brand-approved product imagery and information like price, product description, etc., that already exists within Sprinklr instead of relying solely on images retrieved from external sources.
This ensures greater brand consistency and helps generate creatives that are aligned with the products available to your organisation.
Path to Social Product Catalog
To access Social Product catalog in Sprinklr, navigate to Sprinklr Platform > Platform Modules > Product Catalog
Path to Ads Product Catalog
To access Ads Product catalog in Sprinklr, navigate to Sprinklr Platform > Sprinklr Marketing > Advertising > Campaign Workflow > Product Catalog
Access Requirements
Marketing Agent can only use catalogs that the user is authorised to access.
To retrieve products from a catalog:
- The catalog must be available within the account.
- The user must have access permissions for that catalog.
- The requested product must exist within an accessible catalog.
If a user does not have access to a catalog, Marketing Agent cannot retrieve products from that catalog even if it exists within the organization.
Availability
Product catalog context is available to supported Marketing Agent experiences and provides a reusable context layer for downstream agents such as Ideation and Creative Agents.
How Marketing Agent Uses Product Catalog Context
When you request Marketing Agent to generate a creative asset that involves a product, the agent can automatically search the product catalogs available to your account and use relevant catalog assets during content generation.
The agent evaluates the context of your request and attempts to identify the most appropriate products before generating the final asset.
Product Retrieval Workflow
When generating a product-based creative, Marketing Agent:
- Reviews the context of the current workflow, including the selected brand, campaign objective, and creative requirements.
- Searches the Product catalogs that are accessible to the user and account.
- Identifies one or more products that best match the requested theme, product category, or creative direction.
- Selects the most relevant product assets available in the catalog.
- Uses those product assets when generating images, carousels, advertisements, or other supported creative formats.
Note: When multiple matching products, duplicate catalog entries, or conflicting product versions are identified during product retrieval, Marketing Agent does not automatically select an asset. Instead, the agent proactively requests user input to confirm the correct product before proceeding with creative generation. This human-in-the-loop validation helps ensure that the selected product accurately reflects the user's intent and the brand's approved representation.
This process is performed automatically as part of the agent's internal content-generation workflow.
Product Catalog as the Primary Product Source
Product catalog serves as the preferred source for product imagery whenever catalog assets are available. Prior to the introduction of Product catalog context, Marketing Agent could retrieve product images from publicly available web sources when generating creatives. While this enabled product-based content generation, the retrieved imagery might not always match the specific product assets maintained by the brand.
With Product catalog context enabled:
- Marketing Agent first searches the product catalogs available to the user and account.
- Relevant catalog products are prioritised over externally sourced imagery.
- Catalog assets become the primary source of product imagery for generated creatives.
- Multiple product candidates may be evaluated before the most suitable product is selected.
Note:
If a product catalog is not configured for the account, or if Marketing Agent cannot confidently locate the requested product within the available catalog due to missing entries, duplicate records, or version inconsistencies, the agent can leverage trusted web sources to identify potential product representations.
Any externally sourced product imagery or product match can be surfaced for user review and approval before being used in generated creatives. This approach helps maintain workflow continuity while ensuring appropriate human oversight when catalog-based resolution is not possible.
This approach improves brand alignment and helps ensure that generated assets reflect products that are officially maintained within Sprinklr.
Example Scenario
Consider a kitchen appliance brand that maintains product information and imagery within a Product catalog.
If you ask Marketing Agent to generate an Oktoberfest-themed social media post and then request a carousel creative based on that idea, the agent can:
- Analyse the Oktoberfest campaign theme.
- Search the available product catalogs for relevant kitchen appliances.
- Identify suitable products such as coffee makers, mixers, or cooking appliances.
- Use the associated catalog product images when creating the carousel.
As a result, the generated creative incorporates actual product assets available within Sprinklr, helping maintain brand consistency across marketing campaigns.
Fallback to Web Search
Marketing Agent searches accessible Product catalogs first when generating product-based creatives. If no suitable product is found, it automatically falls back to web-based product discovery.
Web search is used when:
No matching product exists in the available catalog.
The required product is not accessible through the user's catalog permissions.
The brand does not have a Product catalog configured in Sprinklr.
The catalog search does not return suitable results for the requested creative.
This fallback allows the asset generation workflow to continue when suitable catalog products are unavailable.
Specifying a Product in Your Prompt
Users can directly reference a specific catalog product when interacting with Marketing Agent.
For example:
Create a product ad using the "Premium Espresso Machine" from our catalog.
When a product name is specified:
- Marketing Agent attempts to locate the product within the catalogs available to the user.
- The corresponding catalog entry is evaluated.
- Matching product assets are used in the generated creative whenever available.
Providing a specific product name can help improve product selection accuracy and ensure the generated asset is centred around the intended item.
Supported Product Catalog Types
Product Catalog context is built on the existing Catalog infrastructure available in Sprinklr. Marketing Agent can retrieve products from the following Catalog types, based on the supported channels:
Social Product Catalog: Supports Meta channels, including Facebook, Instagram, and WhatsApp.
Ads Product Catalog: Supports Meta, Snapchat, TikTok, Pinterest, and Google.
When a supported channel has an associated Catalog available in Sprinklr, Marketing Agent can retrieve products from that Catalog for creative generation workflows.
Note: Channel support determines Catalog availability. The product retrieval capability itself is not restricted by the creative generation workflow.