AIRA Agentic Marketing Suite

The AIRA Agentic Marketing Suite is a set of specialized AI agents built directly into Xperience by Kentico. Each agent is designed for a specific marketing scenario, from content governance to optimization, giving your team expert-level support without switching tools or adding complexity.

How agents work

Agents are AI-driven teammates that operate within the Xperience by Kentico administration interface. Each agent has its own area of expertise and a dedicated set of tools it can use to complete tasks. When you interact with AIRA, the system selects the right agent based on:

• Your current context — where you are in the administration interface (e.g., viewing a page, a customer journey, etc.)
• Your prompt — what you ask AIRA to do

The selected agent then uses its specialized tools and knowledge to carry out the task and deliver actionable results.

As the suite evolves, new agents with additional capabilities will become available. The following sections describe the agents currently available in Xperience. Most agents are enabled by default, though your administrator can disable individual agents if needed.

SEO & GEO Specialist

The SEO & GEO Specialist analyzes individual pages and recommends improvements to enhance their search performance and AI readability. The agent evaluates page content for its quality and structure, audits whether the page follows SEO best practices, and assesses how well the page targets selected keywords (i.e., search phrases for which the page should appear in search results).

The keywords targeted by the page can be provided by the user or inferred by the agent from the page content. If the user has sufficient permissions, the keywords are automatically saved and kept for future analysis until they are changed. The keywords can only be changed in the AIRA chat.

Run SEO & GEO analysis

To run an SEO & GEO analysis for a page:

1. Navigate to the page you wish to analyze.

2. In the action menu, select Run SEO/GEO analysis to start the analysis in the AIRA chat. Alternatively, request the analysis directly in the chat.

   

3. The analysis requires keywords (search phrases) that the page targets. You need to provide one primary keyword and optionally additional secondary keywords.

   • If keywords are already saved for the page, confirm them in the chat or select new ones to use instead.
   • If no keywords exist for the page, enter them in the chat or ask AIRA to infer them from the page.

The report is generated directly in the AIRA chat. Review the recommendations and update your page content accordingly.

Content Strategist

The Content Strategist agent evaluates page content against your Content Strategy document. It checks whether your writing follows your brand voice, uses the right tone for the intended audience, and complies with your style rules. Your Content Strategy serves as the source of truth for voice, tone guidelines, style rules, and terminology standards. If no Content Strategy exists yet, the agent guides you through creating one.

You can configure agent availability and manage Content Strategy artifacts in AIRA agent configuration.

Before you ask AIRA to run the evaluation, you need to navigate to the page you wish to evaluate. Additionally, you can provide AIRA with two details when asking for evaluation:

• Target persona — Who is this content written for? (e.g., business users, developers, marketers)
• Type of content — What kind of content is this? (e.g., tutorial, how-to guide, documentation, product page)

AIRA then evaluates your content across three areas:

Style compliance
Checks your content against writing rules defined in your Content Strategy — product naming, terminology, grammar, capitalization, sentence structure, and more. The agent flags findings with severity levels (Critical, Major, Minor, or Suggestion), quotes the exact text, and suggests fixes.

Tone evaluation
Confirms that the tone matches your Content Strategy expectations for that type of content. The agent flags inconsistencies (for example, a tutorial that reads too technical, or documentation that’s too informal) and provides specific evidence.

Voice alignment
Rates each voice attribute from your Content Strategy (e.g., Friendly, Clear, Helpful, Inclusive) as Strong, Adequate, or Weak. The agent cites specific examples from your content.

The review results show all findings organized by severity, so you can prioritize which issues to address first.

Customer Journey Optimization Specialist

The Customer Journey Optimization Specialist agent helps you understand why contacts drop off at specific stages of a customer journey and provides actionable recommendations to improve conversion rates. Instead of manually inspecting pages and emails to figure out what to fix, you can ask AIRA for targeted optimization suggestions.

The agent must first be enabled in AIRA agent configuration. Once enabled, it is automatically available when you open a customer journey in the Customer journeys application and explore customer journey insights with AIRA.

When the agent identifies a stage with a significant drop-off, it may ask you to upload or paste a screenshot of the referenced page or email in its published form. This gives the agent additional context to deliver more targeted optimization recommendations. You can then apply the recommendations you find useful.

Campaign Manager

Once enabled, the Campaign Manager agent helps marketers analyze and evaluate marketing campaigns through a chatbot interface available in the Campaigns application.

The agent can:

• Answer campaign questions – list campaigns and show campaign details
• Evaluate campaign results – compare customer journey data against the goal defined in th campaign brief
• Generate reports – produce a structured report based on the campaign’s brief and assets, customer journey results, and email statistics
• Compare campaign results – provide a summary comparing campaigns according to the data of their saved reports

Campaign evaluation

When you ask to evaluate a campaign (e.g., “Evaluate this campaign” or “How did my campaign perform?”), the agent follows these steps:

1. Reads the campaign brief and extracts the campaign goal.
2. Compares the campaign’s current customer journey stage data against the goal.
3. Reports whether the goal was reached, with a data breakdown (best and worst performing contact groups).

Campaign report generation

You can ask the Campaign Manager agent to generate a report for your campaigns:

1. Open the campaign in the Campaigns application.
2. Switch to the Report tab.
3. Select Create report with AIRA.

This sends a predefined prompt to the agent, which then generates a report including:

• Key findings – a summary of the campaign’s performance against its goal
• Journey funnel – stage counts and drop-off rates across the campaign’s customer journey
• Contact group performance – a breakdown of how different contact groups progressed through the customer journey
• Email performance appendix – open rates, click rates, and other statistics related to the campaign’s email assets

Use the Copy formatted message () button to copy the generated report into the campaign’s Report field and Save the results. The report can then be accessed or manually edited at any time.

You can ask the agent to compare the results of campaigns based on their saved report.