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Early AccessAI Campaign Decisioning is available only for Push. To enable it for your workspace, contact your MoEngage Customer Success Manager (CSM) or the Support team.
Content Labels are the vocabulary that AI Campaign Decisioning uses to understand your message copy. Each message variation that you create is labeled using this vocabulary, helping AI learn which type of content works for each end user.
  • Label Category: A theme, such as Message Tone.
  • Label: A value within a category, such as Playful.
In the MoEngage dashboard, go to Settings > Advanced settings > Content Labels. The Content Labels page contains the following tabs:
  • Label category
  • Labels

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Structure and Rules

Content Labels work in the following way:
  • The hierarchy has only one level. Label Categories contain Labels, with no sub-levels.
  • You can create up to 25 label categories.
  • Each category can contain up to 20 labels.
  • You can create up to 120 labels across all categories.
  • Each label belongs to only one category.
  • Each label has a weight between -100 and +100. The default value is 0.
  • Content Labels are separate from campaign tags and are not shared.
MoEngage provides the following out-of-the-box Label Categories:
  • Incentives
  • Message Tone
  • User Motivation
  • Platform Benefits
Each category includes predefined labels. You can also create your own categories and labels.

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Create a Label Category

Perform the following steps to create a Label Category.
  1. On the left navigation menu in the MoEngage dashboard, go to Settings > Advanced settings > Content Labels.
  2. Click the Label category tab. The Content Labels page with the Label category tab selected, listing categories and their labels.
  3. Click + New Category.
  4. In the Create new category dialog box, enter the category name (required, up to 50 characters) and category description (up to 500 characters). The Create new category dialog box with fields for category name, category description, and labels.
  5. In the Add label section, enter the Label name and Label description for each label.
  6. To add more labels, click + Add new label.
  7. Click Save.
Labels and label descriptions help the model assign the most suitable label and send the best variant to the end user.

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Create a Label

Perform the following steps to create a Label.
  1. On the left navigation menu in the MoEngage dashboard, go to Settings > Advanced settings > Content Labels.
  2. Click the Labels tab. The Content Labels page with the Labels tab selected, showing label name, category, description, examples, and weight.
  3. Click + New Label.
  4. In the Create new label dialog box, enter the label name (required, up to 50 characters), category, label description (up to 500 characters), examples (up to 500 characters), and label weight. Use the slider to set a value from Low (-100) through Neutral (0) to High (100). The Create new label dialog box with label name, category, description, examples, and weight fields.
  5. Click Save.

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View and Manage Content Labels

You can edit some Content label fields, but others cannot be changed.
For periodic campaigns, changes to a label’s weight, description, or examples take effect from the next run onward.