Active Intelligence and prompting glossary

- A software process that takes a goal in natural language and carries out multi-step work (planning, executing, optimizing) with light human oversight. Why it matters: in marketing, an agent can run a recurring task such as campaign analysis, A/B test setup, or follow-up scheduling, so you spend your hours on judgment calls instead of clicks.

- Marketing programs that run on their own once you've configured the rules and goals, with AI handling the recurring decisions (what to send, when, to whom) instead of a person doing it manually each time. Why it matters: it's the operating mode behind the Parrish Law transformation. Luis went from manual reporting and one-size-fits-all sends to programs that segment, send, and report on themselves.

- The cycle of asking AI what's working, applying the insight to the next send, then measuring again. Why it matters: the loop is where AI stops being a reporting tool and starts being a creative input. Active Intelligence surfaces the winning elements, then drafts your next campaign from them.

- Asking questions about your data in normal English (or any natural language) and getting charts, summaries, and recommendations back, instead of writing formulas or building dashboards. Why it matters: it collapses the gap between "I have a question" and "I have an answer." Luis answered leadership questions live in meetings rather than promising a report later.

- A saved, reusable set of AI prompts that worked well, organized so you can grab the right one without rewriting it. Why it matters: prompting is iterative, so the questions that returned good answers last month are usually the right starting points this month. Both presenters recommended building one.

- The practice of writing AI prompts that name the exact segment, time window, or output format you want, instead of vague asks. Why it matters: "compare car-accident vs. dog-bite open rates over the last 90 days and recommend optimizations" returns something usable; "how are we doing?" returns generic.

- ActiveCampaign's plain-language analytics layer that answers questions about campaigns, segments, and trends, and can draft new campaigns from your top performers. Where it lives: the Active Intelligence entry point in your ActiveCampaign sidebar.

- Multi-step workflows that fire when a contact meets a trigger (joining a list, getting a tag, opening an email) and run the steps you defined without further input. Where it lives: Automations in the main navigation; create a new one with "New automation."

- Individual broadcast emails sent to a list or segment at a specific time, distinct from automations which run continuously. Where it lives: Campaigns in the main navigation; Active Intelligence can draft new ones for you from past winners.

- Sign-up forms (inline, pop-up, or hosted) that collect contacts and can attach actions like adding a tag or starting an automation on submit. Where it lives: Website > Forms; configure submit-time tags inside the form's Options panel.

- Saved groupings of contacts based on tags, custom fields, or behavior, used to send targeted content to a slice of your list. Where it lives: Contacts > Segments; segments power the comparisons Active Intelligence runs in its prompts.

- Short labels you attach to a contact to mark interest, source, or status, used as a trigger or filter in automations and segments. Where it lives: Contacts > Tags; you can add a tag from a form action, an automation step, or manually on a contact record.