> ## Documentation Index
> Fetch the complete documentation index at: https://docs.hightouch.com/llms.txt
> Use this file to discover all available pages before exploring further.

# AID Tags

> Tags help you organize messages and variants, compare creative performance, and apply consistent structure across your AI Decisioning workspace.

## Before you begin

* Access to [AI Decisioning](https://docs.hightouch.com/ai-decisioning/overview.md)
* At least one agent, message, or variant created

## Overview

Tags in **AI Decisioning** classify and group [message variants](https://docs.hightouch.com/ai-decisioning/messages.md#add-and-manage-variants) so you can compare how different creative strategies perform across your agents.

Each tag consists of a **key** and a **value**. The key defines a category, such as `tone` or `product`, and the value describes a specific attribute, such as `playful` or `sunglasses`. Together, these pairs describe both what your message says and how it says it.

| Tag type | Description | Example use |
| - | - | - |
| **Message tags** | Describe the overall goal, topic, or focus of a message | `Summer Promo`, `Loyalty Push`, `Flight Offers` |
| **Variant tags** | Describe specific creative differences within a message | `Emotional`, `Discount CTA`, `Travel Deals` |

Once applied, tags let you break down performance in [Insights](https://docs.hightouch.com/ai-decisioning/insights.md) to identify which themes, tones, offers, or structures drive engagement. Tags are most useful when multiple messages or variants share the same concepts, because that overlap makes it easier to compare results and identify patterns.

Consistent tagging also helps AI Decisioning learn from past performance, improving future recommendations and experiments.

## Plan your tagging framework

Before you start tagging, decide what you want to learn from your campaigns — such as which **offers**, **value propositions**, or **tones** drive engagement. Planning your framework upfront helps you tag consistently from the start.

### Decide what to tag

Your tags should capture:

* **What the content says** — for example, product, offer, or audience
* **How it says it** — for example, tone, urgency, or format

**Guidelines**

* Keep tag names short and consistent
* Use one value per tag type, such as one `Tone` or one `Offer`
* Avoid duplicate concepts, such as `Incentive` and `Offer`
* Don't recreate system fields like `channel`, `message`, or `subject line`
* Create tags for any dimension you want to measure or control, such as business unit or product line

> [!TIP]
>
> Tags describe **content attributes**, not user traits. It's okay if they
> overlap. For example, a message might use the tag `Career = Marketer` while a
> user profile also includes a `career` trait.

### Choose message tags vs. variant tags

Use **message-level tags** for broad attributes that apply to the entire message, such as product, campaign theme, or business unit. Use **variant-level tags** for finer creative differences, such as subject line tone, CTA style, or emoji usage.

![Message-level tag configuration](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-message-config.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=2eedbc2c3f240ef1662c1bdd00f7939a)

### Start small, then expand

| Tag type | Recommended range | Notes |
| - | - | - |
| **Keys** | 3–8 | Focus on the main dimensions you want to measure, such as tone, offer, or motivator. |
| **Values** | 3–6 per key | Each value should apply to multiple messages. Avoid long lists of rarely used values. |

As you add new tags, Insights automatically updates results for past agents that use them.

### Best practices

| Goal | Recommendation |
| - | - |
| **Stay consistent** | Use a standard naming pattern, such as `Tone`, `Offer`, or `Audience`. |
| **Avoid duplicates** | Regularly review tags on the **Tags** page to remove similar values. |
| **Be specific** | Use clear labels like `CTA: Learn More` instead of generic names like `Email Test`. |
| **Align with goals** | Create tags that reflect what you want to measure, such as conversion or engagement. |
| **Use AI to assist** | Generate tags quickly, then refine them for accuracy. |
| **Review performance** | Use [Insights](https://docs.hightouch.com/ai-decisioning/insights.md) to identify which tags drive results. |

> [!TIP]
>
> Keep a shared reference document for your team's approved tags, such as `Promo
>     Type`, `Tone`, and `Audience`, to maintain consistency across agents.

### Example tag structures

#### Financial company example

| Category | Key | Example values |
| - | - | - |
| **Product** | Product type | Checking, Savings, Credit Card, Mortgage |
| **Product** | Feature | No ATM Fees, Auto Transfers, 2% Cash Back |
| **Expression & Style** | Tone | Playful, Urgent, Reassuring, Empowering |
| **Expression & Style** | Motivator | Save Money, Earn Rewards, Gain Control, Simplify Life |
| **Expression & Style** | Narrative | Problem–Solution, Benefit-Focused, Storytelling |
| **Incentive** | Value prop | Low Fees, High Yield, Personalized Offers |
| **Incentive** | Offer | 10% Off, \$100 Bonus, Free Trial |
| **Incentive** | CTA | Learn More, Apply Now, Get Started |
| **Creative Structure** | Message length | Short, Medium, Long |
| **Creative Structure** | Urgency | Low, Medium, High |

#### Streaming service example

| Category | Key | Example values |
| - | - | - |
| **Product** | Subscription plan | Basic, Standard, Premium, Bundle |
| **Product** | Feature | Ad-Free, Offline Download, 4K, Multi-Screen |
| **Expression & Style** | Tone | Inspirational, Humorous, Reassuring, Playful |
| **Expression & Style** | Motivator | Entertainment, Discovery, Relaxation, Family Fun |
| **Expression & Style** | Genre | Action, Comedy, Drama, Kids, Documentary |
| **Incentive** | Value prop | Free Trial, Exclusive Content, Personalized Recommendations |
| **Incentive** | Offer | 1 Month Free, 20% Off Annual Plan, Bundle Deal |
| **Incentive** | CTA | Watch Now, Start Free Trial, Subscribe Today |
| **Creative Structure** | Message length | Short, Medium, Long |
| **Creative Structure** | Emoji usage | None, Light, Heavy |
| **Business Unit** | Region | US, GB, FR, DE, AUS, NZ, JP |

> [!TIP]
>
> Use these examples as a starting point. Choose the categories that fit your
> business, then expand over time.

## Tag messages and variants

Once you've planned your tag structure, you can start applying tags while building or reviewing agents. Use the Agent view to tag messages in context, or the [Tags page](#manage-tags-on-the-tags-page) to manage tags across your workspace.

| Method | Best for |
| - | - |
| **From an Agent** | Adding or editing tags while building or reviewing a specific message |
| **From the Tags page** | Creating, standardizing, or bulk-editing tags across multiple agents |

### Message tags

**Message tags** classify the overall purpose or focus of a message. You can add them directly from the message configuration view inside an agent.

1. Go to `AI Decisioning > Agents > Select an Agent`.
2. In the `Messages` tab, choose a message.
3. Open the `Configuration` tab.
4. Under `Tags`, use the dropdowns to select existing tags or click `Add tag` to create new ones.
5. Click `Save changes` to apply.

![Tagging from within an Agent message configuration view](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-agent-message-config.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=5adbfe5b1318ac417bbc76030c010233)

![Message-level tag configuration](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-message-config.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=2eedbc2c3f240ef1662c1bdd00f7939a)

**Examples**

* `Product: Bluelight`
* `Motivator: Wellness`
* `Incentive Type: Free gift`
* `Value Proposition: Convenience`

> [!TIP]
>
> You can also generate message tags with AI by clicking `Generate tags with AI`
> under the tag list.

### Variant tags

**Variant tags** help you compare creative differences within a single message, such as tone, offer, structure, or subject line style.

1. Go to `AI Decisioning > Agents > Select an Agent`.
2. In the `Messages` tab, choose a message.
3. Open the `Content` tab.
4. Under `Optimized content`, click `Edit tags and rules`.
5. Hover over the tag icon next to a variant and click `Add content tags`.
6. In the `Edit content tags` modal, use the dropdown to select existing tag values or type to create new ones.
7. Click `Apply` to save your changes.

![Expand tags and rules interface](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-expand-edit-content-tags.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=e2851b8277873a7b2d550a02e00c3913)

![Edit content tags button](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-edit-content-tags.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=8441c7fccb3f701dec851866fc4bab68)

![Variant-level tag configuration](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-add-content-tags.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=e27444434076403e412ca8dba2b44882)

**Examples**

* `Length: Short`
* `Tone: Savings focused`
* `Urgency: Normal`
* `Has emoji: Yes`

> [!TIP]
>
> Add variant tags while testing subject lines, images, or CTAs. These tags
> connect performance differences directly to specific creative choices in
> [Insights](https://docs.hightouch.com/ai-decisioning/insights.md).

## Analyze tag performance

Use tags to understand how creative themes perform across agents and messages.

### Insights

Once your messages and variants are tagged, you can measure how each tag performs across agents in **Insights**.

1. Go to `AI Decisioning > Insights`.
2. Select the `Creative Performance` view.
3. In the `Break down by` dropdown, choose a tag key such as `incentive_type`, `tone`, or `motivator`.

If your workspace uses these tag keys consistently, they'll appear as available breakdown fields.

![Insights – Creative overview by tag: incentive type across all content](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-insights-creative-overview.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=962624cf11cc0ff598e3639b502c9985)

The table shows how each tag value performs across your agents and messages, including:

* **Sends** — total number of messages delivered for each tag value
* **Key conversion events** — such as purchases, sign-ups, or other tracked actions
* **Engagement metrics** — including click-through rate (CTR), open rate, or conversion rate

**Example**
Breaking down by `incentive_type` reveals which offers drive the strongest results. For example, `fixed_discount` may outperform `free_shipping` or `free_gift` in conversion rate, helping you understand which incentive types resonate most across audiences.

#### Drill-down views

You can also **drill down** into a specific message or variant to explore deeper insights:

* **Personalization insights** — Compare how engagement differs by user attributes such as device type, region, or affinity
* **Timing insights** — Identify when messages perform best by day or time of day

![Drill-down views in Insights: personalization and timing](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-insights-drill.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=4da82e023edb6c56998f13aad246bf06)

> [!TIP]
>
> Use the **Insights** tab to evaluate your content strategy at scale.
> Tag-driven breakdowns connect creative attributes — such as incentive type,
> tone, or motivator — to measurable performance outcomes.

### Content analysis

Each message also includes **content-level insights** to help you understand relationships between creatives.

In the message's `Content` tab, scroll to **Content analysis** to view:

* **Tags** — Applied tags such as `Motivator: Efficiency` or `Value Proposition: Convenience`
* **Similarity analysis** — Messages with similar structure, tone, or intent

![Content analysis and similarity analysis view](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-content-analysis.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=82389150d2e71727ce2f2da96c2fbf1e)

You can expand each comparison to see why messages are related. This helps you identify patterns in your creative library and understand how messages may influence model learning.

> [!NOTE]
>
> **Content analysis** focuses on creative similarity and reuse, while the
> **Insights** tab focuses on quantitative performance and impact. Use both to
> understand what works and why.

## Manage and govern your tags

As your tagging system grows, use these tools to keep tags consistent, apply them efficiently, and extend their use beyond analysis.

### Manage tags on the Tags page

The **Tags** page (`AI Decisioning > Tags`) provides a centralized view of all tags in your workspace. Changes made here apply globally to every agent that uses the tag key.

The **Tags** page separates tags into **Message tags**, **Variant tags**, and **Channel tags**.

![Tags page – message tags](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-message-tags-list.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=bba4b6ede3e7749ea799ae21c876f04b)

![Tags page – variant tags](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-variant-tags-list.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=ff01724cd60cbf26cbf4bc38bbd9be5a)

![Tags page – channel tags](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-channel-tags-list.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=8c9e3482e05800db78b983d4898c1b7d)

| Action | Description |
| - | - |
| **View tags** | Review all tag keys, such as `product`, `tone`, or `incentive_type`, and their allowed values. |
| **Create tags** | Define new tag keys and allowed values for messages or variants. |
| **Edit tag values** | Rename or remove values to keep naming consistent. *(Tag keys can't be renamed — delete and recreate if needed.)* |
| **Add tag instructions** | Specify when a tag or value should be applied to guide consistent tagging and improve AI suggestions. |
| **Bulk apply tags with AI** | Use AI to classify many messages at once for a selected tag key. |
| **Check consistency** | Confirm agents use the same key–value pairs, such as `tone = playful` or `product = bluelight`. |

![Product key value examples](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tagging-product-values.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=716edc5a7d09b7fc35cafbab005e0b96)

### Add tag instructions

On the **Tags** page, hover over a tag key to reveal its options menu, then select **Edit tagging instructions**. In the **Edit tag descriptions** modal, add **tag-level** and **value-level instructions** that define when the tag — and each of its values — should be applied.

Clear instructions improve consistency across teams and help AI apply tags more accurately.

![Tag instructions UI navigation](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tags-instructions-nav.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=35912d6c210d7d83f39526a20ed0572f)

![Edit tag descriptions modal](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tag-instructions.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=bb13cdbc6e35497084eae6d6bbf757b0)

#### What to include in tag instructions

Effective tag instructions answer one question:

**When should this tag or value be used?**

Good instructions help people tag consistently and give AI the context it needs to distinguish between similar values.

#### Writing effective instructions

When writing tag or value instructions:

* Describe **when to apply** the tag or value
* Explain **how it differs** from other values
* Avoid generic definitions or restating the tag name
* Use short, directive language

#### Example: tag-level instructions

**Tag:** `incentive_type`

**Good instruction**
Use this tag to classify the primary incentive offered in the message. Select the value that best represents the main benefit emphasized to the user.

**Weak instruction**
Indicates the type of incentive.

#### Example: value-level instructions

Value-level instructions are most useful when values are similar or easily confused, messages include multiple incentives or concepts, or you use AI-assisted tagging.

**Tag:** `incentive_type`

* **`discount`**
  Use when the message emphasizes a price reduction, percentage off, or limited-time deal.

* **`free_gift`**
  Use when the message highlights a free item added to a purchase, regardless of purchase amount.

* **`free_shipping`**
  Use when the message emphasizes waived shipping costs as the primary incentive.

### Use AI to suggest and apply tags

> [!NOTE]
>
> AI-generated tags must be enabled by Hightouch. [Contact us](#pylon-chat) to turn it on.

AI can help you tag faster, whether you're working on a single message or tagging across your workspace.

#### Generate tags for individual messages or variants

When editing a message or variant, click `Generate tags with AI` to get suggestions based on your content.

1. Click `Generate tags with AI`.
2. Review the AI-generated tags.
3. Edit or remove any that don't fit your naming conventions.

**Example suggestions**

* Message: *"Earn double points on every booking this weekend"* → AI suggests `Loyalty`, `Limited Time Offer`
* Variant: *"Book now to unlock rewards faster"* → AI suggests `Urgent CTA`, `Rewards Focused`

![Add AI generated tags in agents view](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-agents-ai-generated.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=8e3f72fce82ee445e50effb1e5e13b25)

![Add AI generated tags in tags view](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-tags-ai-generated.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=747bb4c3f65fc82d5d2a4050e0355b3c)

> [!NOTE]
>
> AI-suggested tags do not apply automatically. Always review suggestions before
> saving to ensure accuracy and consistency.

#### Bulk-apply tags on the Tags page

To tag many messages at once, select the messages, then use **Actions** to **Let AI tag** the selected messages or **Manually tag** them. To apply AI tags for a single tag key across messages, hover over the tag key and select the **magic wand** button.

![Bulk apply AI tags on the Tags page](https://mintcdn.com/hightouch-3c037897/L_vQfA0JQEpeGUUo/images/ai-decisioning/tags/aid-bulk-ai-tags.png?fit=max\&auto=format\&n=L_vQfA0JQEpeGUUo\&q=85\&s=a5efcc64110744dc4c16c4e1a87c6701)

### Set send frequency caps using tags

You can also use tags to apply **send frequency caps** more granularly. This helps you control how often users receive messages within specific categories, such as by business unit or product line.

For example, if your agent includes messages across multiple business units, you can tag each message with a `Business Unit` value such as `Insurance` or `Banking`, then set separate frequency caps for each one. This helps prevent users from receiving too many messages from the same category, even when the overall agent-level cap has not been reached.

> [!NOTE]
>
> You can also set send frequency caps at the **channel level** (email, SMS,
> push, and so on). You do not need to tag whether a message is email, push, or
> SMS because AI Decisioning identifies the channel automatically.

## Troubleshooting

| Issue | Likely cause | Resolution |
| - | - | - |
| Tags not appearing in Insights | Agents not synced or tags missing | Check that each message or variant includes at least one tag and that Insights is enabled. |
| Duplicate tags | Inconsistent naming, such as `Loyalty` vs. `Loyalty Campaign` | Delete duplicates on the **Tags** page. |
| Unclear AI suggestions | Inconsistent message naming or unclear tag definitions | Review your tag list, instructions, and message copy for clearer context. |

> [!NOTE]
>
> Tag visibility in Insights depends on your workspace's sync schedule. If you
> recently applied tags, wait for the next sync cycle before results appear.

## Next steps

After tagging your AID messages and variants, explore related features:

* [Insights](https://docs.hightouch.com/ai-decisioning/insights.md) to analyze tag performance across agents and messages.
* [Inspector](https://docs.hightouch.com/ai-decisioning/inspector.md) to inspect delivery behavior for individual users.
* [Agents](https://docs.hightouch.com/ai-decisioning/agents.md) to create agents that automate decisions.