Active Intelligence Overview

eduCRM's Active Intelligence is an autonomous marketing tool designed to help you create campaigns, build automations, and analyze insights effectively.

The unified interface is context-aware, meaning it understands what you're working on. This allows you to:

• Create a campaign and instantly analyze similar past campaigns for optimization ideas. Build an automation and inquire about the performance of similar automations.
• Review insights about underperforming content and immediately develop improved versions.
• Test different strategies and compare results by asking questions in everyday language. 

Active Intelligence retains the context of your conversation, allowing for continuity in your discussions. Please note that we do not use your data or marketing content to train AI Models. 

This integrated approach empowers you to make data-driven decisions while streamlining your marketing workflow, from creation to analysis and optimization. This article will guide you through how to use Active Intelligence effectively.

What is autonomous marketing?

Autonomous marketing is a fully AI-driven approach where AI agents manage strategy, content creation, execution, and optimization without manual setup. 

How to access Active Intelligence

There are several ways to access Active Intelligence. 

Platform homepage with Active Intelligence 

This is the page you see when you first log in to eduCRM. You can return to this page at any time by clicking the logo in the top navigation menu.

With Active Intelligence on the homepage, you can:

• Ask questions about your account and get answers
• Tell it what you want your campaign to do, and it will build it for you
• Get tips to make your current campaigns work better

Active Intelligence sidebar

Clicking the Active Intelligence icon opens a left-side panel where you can start a chat with Active Intelligence. 

The Active Intelligence sidebar is designed to assist you in real-time as you work by:

• Displaying relevant contact groups that may be useful when you are reviewing your contacts.
• Suggesting triggers for your automations and providing guidance on their actions while you build them.
• Offering helpful tips related to your current tasks, all without requiring you to navigate away from your workflow.

Your AI 

Clicking the Your AI icon opens a left-side panel where you can access your recent chats with Active Intelligence. Here you can also search recent chats, start a new chat, customize your AI, and more. 

Type "What can Active Intelligence do?" into the prompt field to show a full list of what you can do with it.

Set up your brand kit

Before using Active Intelligence, you'll want to create a brand kit to ensure all generated content matches your brand voice and includes your college information:

1. Click Active Intelligence on the left-hand menu.
2. Click the "Create a Brand Kit" button if you haven't already.
3. Complete your brand information to help Active Intelligence automatically align idea cards and content with your brand.

Set up Active Intelligence custom instructions

Custom instructions are account-level settings that dictate how Active Intelligence interacts with you. They determine the recommendations and content generated for your institution.

You only need to set up these instructions once. This helps Active Intelligence understand your college, ensuring that every conversation begins with relevant context. The instructions cover your work processes, your target audience, and what is important to your institution.

Custom instructions work alongside user memory and your Brand Kit. Custom instructions are account-wide settings that an admin configures for all users. User memory is personal to you and builds over time based on what you say in your conversations.

Learn how to set up Active Intelligence custom instructions.

Reference assets in Active Intelligence

In Active Intelligence, assets are specific items from your eduCRM account—such as past email campaigns, automation workflows, or custom email templates—that you can link directly to your prompts. You can also attach external files or URLs.

By referencing an asset, you give Active Intelligence precise context, ensuring it interacts with the exact item you intend. This eliminates guesswork, prevents errors caused by similar naming conventions, and allows for more accurate analysis and content generation.

Use assets whenever you need to analyze, update, or troubleshoot specific items in your account. If you want more accurate performance insights or want to streamline how you build or modify your campaigns and automations, referencing assets is the most reliable way to interact with Active Intelligence.

Learn more about referencing assets in Active Intelligence.

Use Active Intelligence user memory

Active Intelligence user memory learns your preferences as you chat, so you do not have to repeat yourself across sessions.

When you tell Active Intelligence something like "Always show me how you calculated a metric" or "Never include emojis in subject lines," it remembers. That preference is stored and applied to every future conversation automatically.

User memory works alongside custom instructions and your Brand Kit. Custom instructions are account-wide settings that an admin configures for all users. User memory is personal to you and builds over time based on what you say in your conversations.

Learn more about Active Intelligence user memory.

Active Intelligence Autonomous Insights

Active Intelligence Autonomous Insights help you improve your marketing with personalized recommendations based on your account activity. Autonomous Insights appear as insight cards within the platform. These cards highlight important information about your campaigns and automations to help you make better marketing decisions. Also, with a completed Brand Kit, the cards can surface competitive Intelligence, industry trends, and brand monitoring insights.

Learn more about Active Intelligence Autonomous Insights.

Create campaigns with Active Intelligence

With Active Intelligence, you can create campaigns from a single text prompt. The Active Intelligence-generated campaign includes a subject line, preheader, layout, images, content, and call to action.

Active Intelligence campaign creation helps you create quick campaigns, refine and finalize your content, start from a campaign template or past campaigns, incorporate brand kit information, and provide campaign inspiration.

Learn more about creating campaigns with Active Intelligence.

Build automations with Active Intelligence

You can easily create marketing automations with Active Intelligence. Instead of manually setting up complex workflows, you can use simple prompts and reference past campaigns to build automation sequences that engage your customers.

Note that to reference past campaigns, you need to use the “@” symbol or the “@ context button” available in the Active Intelligence prompt field. Learn more about referencing assets in Active Intelligence. 

1. Click Active Intelligence on the top menu.
2. From the Active Intelligence, you can either:
   • Type in a prompt to create an automation. For example:
     • “Use @[Webinar Reminder] to create a 1 week, 1 day, and 1 hour email reminder series"
     • “Design a 4-email lead nurturing automation: Email 1 provides valuable industry insights, Email 2 shares customer success stories, Email 3 addresses common objections, Email 4 presents a clear offer with urgency”
     • “Create a 3-email welcome automation: Email 1 welcomes new subscribers and sets expectations, Email 2 shares the brand story and builds connection, Email 3 introduces key products/services with soft call-to-action”

     • “Create a 3-email re-engagement automation: Email 1 acknowledges the subscriber's inactivity and asks what content they'd prefer, Email 2 shares the brand's best content and value proposition, Email 3 offers a special incentive to stay subscribed or an easy unsubscribe option”

       You can reference an automation in your prompt by typing @ and selecting a specific automation. This lets Active Intelligence reference an exact asset in your eduCRM account. Learn more about referencing assets in Active Intelligence.

       If you are in Active Intelligence workspace, click one of the automation-related idea cards under the prompt field

3. Active Intelligence will create the automation and campaigns. Review the automation and campaign(s) created.
4. Edit the automation and campaign(s) with the following options:
   • Type a follow-up prompt to edit or update the automation; context is remembered within each chat tab
   • Click into the campaign(s) to:
     • Make manual adjustments from Active Intelligence
     • To make more advanced edits, click “Edit in campaign designer.” This will open the campaign designer in a new tab, allowing you to click back to Active Intelligence tab if needed
5. Click the “Send test” button to send a test campaign to the email associated with your user login.
6. Once you are satisfied with the automation and campaigns, click the “Review and activate” button. This will open the Automation Canvas in another tab, allowing you to click back to the Active Intelligence tab if needed.
7. Review the final automation and make adjustments as needed.
8. Once you are satisfied with the automation, click “Activate” to enable it.

Analyze your campaign performance 

Active Intelligence allows you to ask questions about your campaign performance and get instant answers. Instead of navigating through multiple reports or dashboards, you can simply type questions and receive data, charts, and actionable recommendations.

1. Click Active Intelligence on the top menu.
2. Ask a question. For example:
   • “How did my May newsletter perform?”
   • “Which campaigns got the most clicks?”
   • “Why did my open rate drop last week?”
3. Review the results, which can include a chart or performance summary.
4. Type a follow-up prompt to explore the results further; context is remembered within each chat tab.
5. Rate the response to help improve the experience.