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Overview

Merlin AI enables your team to build and deploy custom AI agents within MoEngage, without writing code or needing engineering support. These agents automate repetitive, time-consuming campaign tasks, allowing your team to focus on strategy.
For exploratory work, use the Global Agent, a ready-to-use agent that MoEngage builds and maintains. Both agent families share the same task list. For more information, refer to Global Agent: Overview.

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Use Cases

Common use cases for Custom Agents include:
  • Quality Control (QC): Auditing campaign drafts for errors or inconsistencies.
  • Localization: Executing bulk language translations.
  • Data Analysis: Acting as an automated marketing analyst to process campaign data.
  • Campaign Drafting: Generating new campaign drafts based on creative briefs.
  • Performance Auditing: Reviewing past campaign metrics to surface top and bottom performers.

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Advantages of Custom Agents

Integrating Custom Agents into your marketing strategy provides the following advantages:
  • Automate Workflows: Execute routine, cross-campaign tasks (e.g., QA, drafting, localization) to eliminate manual effort.
  • Native Integration: Process live campaign and segment data directly within MoEngage, bypassing third-party AI security risks.
  • Plain-Text Configuration: Define agent behaviors using plain text. Start from a predefined template, or use the Merlin Agent Builder for custom use cases.
  • Secure Execution: Enforce strict read/write boundaries. Write-enabled agents are restricted to drafting and cannot auto-publish campaigns.
  • Workspace Collaboration: Share agent configurations publicly with your team. Run history on a public agent is visible workspace-wide; only continuing a session you didn’t start is restricted.
  • Asynchronous Execution: Run complex, data-heavy tasks in the background without keeping the active session window open.
  • Persistent Sessions: Pause and resume a workflow at any time. Each session retains the full context of prior prompts, tool outputs, and attached files, and an agent also keeps facts between runs in its own and your workspace’s memory stores.
  • Scheduled Execution: Set an agent to run automatically on a recurring schedule (daily, weekly, or monthly) and receive an email when a scheduled run finishes or fails. The email gives the run’s outcome, Task ID, run date, duration, and next run time, and you turn it off with the Email toggle on the agent.
  • Summary Emails: Request a summary email of what a task produced, with up to 5 attachments, so that an unattended task can report its outcome to your inbox. Refer to Send Summary Emails.
  • Flexible Model Tiers: Select a model capability tier (Fast, Balanced, or Expert) matching the complexity of each agent’s task.
  • Multi-Agent Delegation: Attach existing agents to one coordinator agent as sub-agents, so a single session distributes a multi-step workflow across specialists and consolidates the result.
  • External Applications: Connect applications outside MoEngage so the agents you run work with them alongside your campaign data in a single run. The Connectors page lists the applications available to your workspace. Refer to Connect External Apps to Custom Agents and, for a worked example, Import Figma Designs into MoEngage with Custom Agents.
  • Creative Generation: Generate campaign creatives from a text prompt during a run, and review them using a separate image analysis tool.

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Scope and Capabilities

Each Custom Agent is designed for a specific, single-purpose task. The scope of an agent’s capabilities is strictly defined by the tools and permissions you assign to it during configuration. The actions an agent performs follow from the tools you assign. For details on assigning tools, refer to Assign Tools. Reach the All custom agents page in either of the following ways:
  • Hover over Merlin AI in the left menu and click Custom Agents.
  • Click View all beside Custom agents in the left pane of the Merlin AI Agents hub.
From this page, you create, search, manage, and open every Custom Agent in your workspace.
The All custom agents page showing the search field, the draft and live filters, and agent cards with run counts and descriptions

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Dashboard Interface Elements

The page provides the following features for locating and evaluating agents:
  • Search by usecase: Find an agent by its name.
  • My draft agents: Show your own agents that are still under construction and not yet published.
  • My live agents: Show your own agents that are published and ready to run.
  • More filters: The filter icon opens a panel holding Triggers, with Manual and Scheduled, and Visibility, with Public and Private. Click Apply to apply your selection, or Reset all to clear the panel.
  • Sort: The sort icon orders the cards by Newest first, Oldest first, or Most runs.
  • Agent Cards: Each card shows the agent’s icon, name, and a short description, which reads No description generated when the agent has none. A live agent also shows its run count and, once it has run, how long ago it last ran. A draft agent shows Draft in place of the run details.
  • + New custom agent: Opens the template gallery, where you pick a template or select Create from scratch to open the builder.

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FAQs

If the agent appears under the My draft agents filter, it has not yet been published for production use. To activate it, click the agent card to open the builder directly, verify its behavior using the Test agent panel, and then click Make live.

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Next Steps

Now that you understand the core concepts and capabilities of Custom Agents, explore the following guides to begin implementing them in your workspace: For single-purpose generators such as the Copywriter, Designer, and Segmentation Assist, refer to Merlin AI Studio. Every agent run, including scheduled runs and multi-agent workflows, consumes MoEngage AI Credits from your workspace’s monthly balance. For more information, refer to Merlin AI Usage.