Merlin AI Agents - MoEngage

You tell a Merlin AI agent what you want in plain English. The agent looks up the campaigns, segments, and analytics it needs, works through the steps, and hands back the finished work: an answer in the task, a campaign draft in the builder, a saved segment, or a file you download. Agents draft campaigns, build segments, check campaigns before you send them, translate content, and report on performance. An agent works only within your own workspace. A task runs in the background, so you send the request and return to it later. For how to read the steps above in a real task, refer to Anatomy of a Task Transcript. Two families of agent run in the Merlin AI Agents hub. Both families use the same hub, task list, transcripts, output files, and workspace memory, so the procedures documented for one family apply to the other.

Global Agent

MoEngage builds and maintains the Global Agent, which requires no configuration before your first task. Use the Global Agent for work that crosses more than one screen, and for work you have not yet turned into a repeatable process.

Custom Agents

Your team builds a Custom Agent with its own instructions, tools, and schedule. Use a Custom Agent for a task your team repeats.

Choosing Between the Two

Start from the work rather than the agent. Find the job closest to yours in the following table.

The work in front of you	Use	Why
Last week’s open rates dropped and you need to know what caused it	Global Agent	You are investigating, and each answer changes your next question
You want the size and reachability of an audience before you commit to a campaign	Global Agent	A one-off check you act on straight away
You need a campaign draft for a brief that will not come up again	Global Agent	Nothing here is worth saving as a reusable agent
Every push campaign must be checked for broken links and locale gaps before it goes out	Custom Agent	The same checks, applied the same way, on every campaign
The team must translate campaigns to one agreed house style	Custom Agent	Any teammate runs the same agent and gets the same treatment
You want last week’s channel performance in your inbox every Monday	Custom Agent	Only a Custom Agent runs on a schedule and emails the result

The distinction is the same in each case. The Global Agent answers what you are asking now, in your own words. A Custom Agent produces the same kind of output on every run, for whoever runs it. A job that needs several specialists is still a Custom Agent. Attach them to a coordinator agent. Refer to Build Multi-Agent Workflows. To start your first task, refer to Merlin AI Agents Home, which covers reaching the hub and sending a task to either family.

Pages in This Section

The following pages apply to both agent families:

Page	What it covers
Agent Permissions and Security	The permission scopes, data privacy protocols, and enterprise security guardrails governing Merlin AI agents within MoEngage.
Merlin AI Agents Home	Reaching the hub, starting a task with any agent, and finding, pinning, renaming, sharing, and archiving the tasks in your workspace.
Run and Manage Agent Tasks	Starting, monitoring, queueing, resuming, and sharing tasks, reading a task transcript, reviewing output files, and understanding agent and workspace memory.

The following pages cover one agent family each:

Page	What it covers
Global Agent	What the Global Agent does, which tasks the agent handles, and how the agent differs from a Custom Agent.
Custom Agents	Building, configuring, testing, publishing, and managing Custom Agents that automate campaign workflows in your workspace.
Build Multi-Agent Workflows	Attaching existing Custom Agents as sub-agents to a coordinator agent, so one task delegates work to specialists and consolidates the output.

Connectors

A connector gives an agent access to an application outside MoEngage, so a single run works with your campaign data and that application together.

Page	What it covers
Connect External Apps to Custom Agents	Connecting external applications so the Custom Agents you run work with them alongside your MoEngage data.
Figma Connector	Turning Figma frames into MoEngage email templates and reusable design sections into content blocks.
Lokalise Connector	Translating your MoEngage content with Lokalise and building the localized campaign from the result.
Smartling Connector	Running your Smartling translation workflow from content block to campaign in a single agent run.

Other Agents and Integrations

Page	What it covers
Campaign Insights Agent	A conversational assistant built into the campaign analytics page, for analyzing performance, diagnosing delivery issues, and receiving recommendations based on your workspace’s own data.
MoEngage MCP Server and Connector	Connecting AI assistants such as Claude and ChatGPT to your workspace to build campaigns, manage segments and flows, and analyze performance through natural language.

Before You Start

Availability. The Global Agent and Custom Agents are Early Access features. If either family does not appear in your dashboard, contact your Customer Success Manager (CSM). For details, refer to Feature Enablement.
Permissions. An agent acts within your own MoEngage permissions. An agent cannot access data or make changes that you cannot access or make yourself.
Campaign publishing. An agent prepares campaign drafts and does not publish a campaign. You publish the campaign from the standard MoEngage campaign builder.
MoEngage Credits. Every agent run, including scheduled runs and multi-agent workflows, consumes MoEngage Credits from your workspace’s monthly balance. For more information, refer to Merlin AI Usage.

Global Agent

Custom Agents

​Choosing Between the Two

​Pages in This Section

​Connectors

​Other Agents and Integrations

​Before You Start

Choosing Between the Two

Pages in This Section

Connectors

Other Agents and Integrations

Before You Start