Agent Orchestration

Agent orchestration is how different AI agents coordinate in real time — across channels, stages, and user segments — to deliver personalized, adaptive, and compounding growth.

Instead of static flows or campaign calendars, Questera’s agents:

• Make decisions in context

• Collaborate with each other

• Adapt to user behavior

• Optimize based on feedback

How It Works Together

• The Retrieval & Memory Layer pulls long-term preferences and recent interactions, like RAG for personalization.

• The Agentic Layer decomposes the decision: → "What’s the user’s real intent?" → "Where are they in the funnel?" → "What message will resonate?" → "What’s the best timing + channel?" → "What visuals and tone will work best?"

• Each agent specializes (like a team of marketing strategists).

• A Coordinator/Router Agent can oversee arbitration when multiple actions are viable (e.g., upsell vs nurture).

• The Feedback Agent closes the loop using performance signals (CTR, revenue, churn) to reinforce and fine-tune matchmaking over time.

Agent Roles in Questera

Specialists (Own the “What”)

These agents are domain experts, each responsible for a key stage or growth outcome:

Specialist Agent	Focus	What it Does
Activation Agent	Onboarding & habit formation	Detects drop-offs, prompts key actions, builds early momentum
Churn Agent	Retention	Spots usage drops, delivers re-engagement nudges
Expansion Agent	Monetization & upsells	Identifies upsell triggers, recommends upgrades or add-ons
Reactivation Agent	Winbacks	Targets dormant users with personalized recovery campaigns

Routers (Own the “How” and “When”)

These agents optimize delivery:

Routing Agent	Role	What it Does
Channel Router	Channel + format	Chooses whether to deliver via email, push, in-app, or SMS
Timing Router	Temporal intelligence	Determines best send time based on user behavior & context
Tone Styler	Communication strategy	Picks tone & style based on user segment, past behavior, and outcome intent

Coordinators (Own the “Why Now”)

These meta-level agents resolve conflicts, manage orchestration, and control pacing:

Coordination Agent	Role	What it Does
Journey Coordinator	Priority resolution	Decides which agent takes action when multiple compete
Fatigue Manager	Frequency control	Avoids spamming or overwhelming users with too many touchpoints
Goal Router	User lifecycle awareness	Aligns actions to macro goals (e.g., don’t upsell if onboarding’s not done)

Coordinators keep the system coherent — no step on toes, no overfire, always aligned with the user’s stage

Memory Agents

Purpose: Retain long-term user context across sessions, campaigns, and channels

Agent Name	Role	Example Task
Profile Memory Agent	Stores user traits, historical actions, and channel preferences	“This user responds better to push than email.”
Journey History Agent	Tracks past campaigns, outcomes, and learnings	“Avoid reusing the same winback message from Jan ‘25”

Insight Agents

Purpose: Analyze behavior, extract signals, and generate optimization hypotheses

Agent Name	Role	Example Task
Segmentation Analyst Agent	Clusters users based on behavior patterns	“Create a segment for high-spending but low-usage users”
Attribution Agent	Maps campaign impact to revenue or engagement	“This campaign lifted conversions by 23%”

Creative Agents

Purpose: Generate and refine content tailored to context, goal, and tone

Agent Name	Role	Example Task
Message Generator Agent	Writes variant messages for a goal	“Create 3 churn prevention subject lines”
Style Aligner Agent	Ensures tone, formatting, and brand consistency	“Rewrite message to match playful brand tone”

Experimentation Agents

Purpose: Automate testing, evaluation, and iteration cycles

Agent Name	Role	Example Task
Split-Test Manager	Sets up controlled experiments	“Test 2 onboarding flows across segments”
Optimizer Agent	Reallocates traffic to winning variants	“Move 80% to variant B after 3 days”

Guardrail Agents

Purpose: Ensure ethical, legal, and brand-safe operation of agents

Agent Name	Role	Example Task
Compliance Agent	Scans campaigns for GDPR/CAN-SPAM violations	“Flag this message for opt-out link missing.”
Ethics Agent	Avoids manipulative or over-aggressive flows	“Throttle upsell for recently churned user”