Netcore has launched Audience Agent, a conversational segmentation tool for marketing teams designed to cut the time needed to build customer segments.
The product lets marketers describe target audiences in natural language instead of setting rules manually in conventional segmentation systems. It also keeps track of the conversation as users refine audience definitions, add exclusions or apply further filters.
Audience creation sits at the centre of digital marketing campaigns because it determines who receives a message or offer. Yet the task often involves repeated work inside dashboards, with teams linking customer attributes, events and rules, then rebuilding the logic when campaign requirements change.
Audience Agent was built to address that operational problem. Netcore says marketers can create and refine high-intent audiences in real time without relying on the manual workflows and detailed configurations common in many existing tools.
According to Netcore, the platform can reduce segment creation time by up to 90%. Shorter build times could give teams more room to test campaigns, sharpen targeting and respond more quickly across different stages of the customer journey.
How It Works
The system is designed to preserve context throughout an interaction rather than treat each amendment as a new task. That means a user can start with a broad audience, then narrow it, remove certain groups, add intent signals or apply geographic conditions without rebuilding the full segment from the beginning.
Netcore says the tool is also designed to work with business-specific definitions. In practice, terms such as dormant, high-value or at-risk can reflect a brand's own internal standards rather than a fixed industry template.
That matters for marketers whose customer models vary widely by sector, product category or purchasing cycle. A retailer, subscription service or financial business may all define value and risk differently, making standard audience rules less useful.
Trust Issue
Netcore says the product also aims to address concerns over transparency in AI systems. Rather than asking users to accept an automated output without visibility, the tool writes segmentation rules onto a canvas in real time so teams can inspect, edit and validate conditions before using them.
Marketers can also modify AI-generated rules manually, maintain an audit trail and reverse changes when required. That approach addresses a common obstacle for businesses considering wider use of AI in core marketing processes, particularly where campaign decisions must be reviewed internally.
Audience Agent joins Netcore's broader push into what it describes as agentic marketing, adding to existing agents in areas including insights and multimodal search.
The wider backdrop is a marketing sector under pressure to improve personalisation while controlling costs. Many organisations are trying to reduce wasted acquisition spending and make customer engagement more responsive, especially as brands move towards always-on communication models.
In that environment, the speed of building and updating audience segments has become more important. Campaign performance increasingly depends on whether teams can respond quickly to shifts in customer intent, purchase behaviour and engagement patterns.
Kalpit Jain, Group Chief Executive Officer at Netcore Cloud, described the product as a shift away from software built around technical logic rather than marketing language.
"For years, segment builders have been designed around database logic - events, attributes, and operators. That's how machines think. It's not how marketers think. Marketers think in terms like 'my best customers' or 'people who browse but never buy'. The audience agent speaks that language. And it learns each brand's specific definitions over time. That's the difference between AI that assists and AI that understands," Jain said.
He also linked the launch to a broader change in how marketing software is expected to work.
"What's changing in marketing right now is bigger than automation. For years, marketers have been forced to adapt themselves to the limitations of software - clicking through workflows, manually configuring logic, and constantly rebuilding segments every time the strategy changes. Audience Agent flips that model. The system adapts to the marketer, not the other way around. This is the beginning of marketing systems that understand intent, preserve context, and continuously evolve alongside the business. The real opportunity isn't saving a few hours of execution time. It's unlocking the level of experimentation, precision, and decision-making speed that most teams simply couldn't operate at before," Jain said.