Introduction - Conversion Docs

Conversion AI is the AI layer built into Conversion. It can answer questions about your workspace data, build marketing assets, and diagnose issues across emails, forms, workflows, audiences, and campaigns. You can use Conversion AI three ways:

Chats: an interactive conversation you can open from any page in the product.
Agents: configured teammates that own a job and run on their own — triggered by Slack, Linear, a schedule, or a webhook.
MCP server: connect external AI tools like Claude, ChatGPT, and Cursor to your workspace.

All three run on the same underlying tools. Chats are how you answer a question once; agents are how you stop answering the same question by hand.

Capabilities

Capability	Description
Answer questions about your data	Look up contacts, audiences, emails, forms, workflows, and campaigns. Follow references between them to give a full picture instead of a flat answer.
Build marketing assets	Create emails, forms, and workflows, and propose edits to existing assets. New assets are created as drafts; edits are reviewed before they apply.
Diagnose issues	Cross-reference subscription status, communication limits, recipient lists, event history, and workflow runs to explain a specific outcome, like why a contact didn’t get an email.
Manage assets	Rename emails, forms, workflows, audiences, campaigns, and folders. Move assets between folders. Update audiences and campaigns.
Work with files	Read CSVs, PDFs, images, and text files you attach. Run scripts in a sandboxed environment to transform, analyze, or generate files for you to download.

Limitations

Limitation	Notes
Cannot delete anything	Conversion AI cannot delete contacts, audiences, emails, forms, workflows, campaigns, folders, fields, or tokens. Deletes must be done from the UI.
Cannot edit live workflows	Workflow changes always create a new workflow. Existing workflows can’t be edited through chat.
Cannot send or publish on your behalf	Building an email, form, or workflow creates a draft. Nothing goes live until you publish, send, or activate it yourself.

How it works

When you ask Conversion AI to do something, it runs a series of tool calls: small actions like listing audiences, fetching an email, or creating a form. Each one appears in the chat as it runs.

Stage	What you see
Conversion AI runs tools	A short status line and a card for each tool call.
Conversion AI creates or edits an asset	A new asset is created as a draft; an edit to an existing asset is proposed and held for your review.
A sensitive action is up next	An Allow / Deny prompt — including the end-of-turn review of proposed edits. Nothing runs until you choose. See Approvals.
A file is ready for you	The file appears in the chat with view and download actions.

Context

Conversion AI uses several sources of context when responding:

Source	Notes
Universal Business Context	Your workspace Description, Instructions, Documents, and brand voice samples. Loaded at the start of every chat. (Not applied over the MCP server, where your client is the model.)
Your workspace data	Contacts, audiences, emails, forms, workflows, campaigns, folders, and CRM sync status. Accessed through tool calls.
Your messages	The text you send and any files you attach.
The page you’re on	So Conversion AI knows what asset you’re looking at when you ask about “this email” or “this workflow”.
Product docs	The Conversion product documentation, which Conversion AI searches to verify product behavior (for example, supported Liquid syntax) before building.

Chats do not remember anything from previous chats. Each chat is its own conversation, with its own history of messages, tool calls, and edits. Agents add two more sources on top: their own instructions — standing guidance for the job they own — and the documents you upload to them, which they read as reference material.

More resources

Agents

Configured teammates that own a job and run on their own.

Glossary

Key terms used in Conversion AI.

Tool calls

The full list of actions Conversion AI can take.

Creating and editing

How Conversion AI creates assets and proposes edits to your assets.

Approvals

Which actions require a confirmation before they run.

Files and sandbox

What you can upload, and what Conversion AI can do with files.

MCP server

Connect external AI tools to your Conversion workspace.

FAQ

Common questions about Conversion AI.

​Capabilities

​Limitations

​How it works

​Context

​More resources