> ## 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.

# What is Hightouch?

> Learn what Hightouch does, choose the right starting point, and find setup guidance for your team.

**What's new**

* Search and read the docs from Claude, Cursor, and other AI tools with the new [docs MCP server](https://docs.hightouch.com/developer-tools/agent-resources.md#mcp-server).

Hightouch is an Agentic Composable CDP for marketing and personalization.

It runs on top of your data warehouse, so teams can use customer data without copying it into a separate system. Data teams define and govern datasets at the source. Marketers use those datasets to build audiences, run campaigns, personalize experiences, and measure results.

Agents are built into Hightouch to help marketers explore data, build audiences, generate creative, and analyze campaign performance. [AI Decisioning](https://docs.hightouch.com/ai-decisioning/overview.md) uses reinforcement learning to recommend the best message, channel, and timing for each customer. Marketers review, refine, and approve AI outputs before taking action.

## Find the right starting point

Start with what you want to do. Each path points you to the product area and setup guide that best matches your goal.

> **[Build audiences and explore data with AI](https://docs.hightouch.com/customer-studio/overview.md)**
>
> Create audiences from warehouse data, build automated journeys, and use the built-in agent to explore segments and analyze campaign performance in natural language.

> **[Sync warehouse data to business tools](https://docs.hightouch.com/getting-started/concepts.md)**
>
> Sync modeled data to sales, support, analytics, and internal tools on a schedule or when data changes.

> **[Optimize message, channel, and timing](https://docs.hightouch.com/ai-decisioning/overview.md)**
>
> AI Decisioning uses reinforcement learning to recommend the best message, channel, and timing for each customer, then measures what worked.

> **[Personalize in real time](https://docs.hightouch.com/real-time/overview.md)**
>
> Tailor website and app experiences based on what a customer is doing right now.

> **[Unify customer profiles](https://hightouch.com/platform/identity-resolution)**
>
> Resolve identities across devices and channels so teams can build on a more complete customer record.

> **[Set up governance and safe self-serve](https://docs.hightouch.com/workspace-management/governance.md)**
>
> Set up permissions, approvals, and ownership boundaries so each team has the right level of access.

> **[Increase ad match rates](https://docs.hightouch.com/match-booster/overview.md)**
>
> Help ad platforms recognize more of your customers by adding additional identifiers to synced audiences and conversions.

<ol />

> [!TIP]
>
> Not sure where to start? Read [How data activation works](https://docs.hightouch.com/getting-started/concepts.md) to learn the technical foundations, or see [Daily usage for marketers](https://docs.hightouch.com/getting-started/business.md) for the marketing workflow from audiences to measurement.

## Explore products

Hightouch products fall into two groups. You can start with one and expand over time — they all work from the same warehouse data.

### Marketing

Build audiences, create campaigns, and measure results — with AI agents that help at every step.

* **[Customer Studio](https://docs.hightouch.com/customer-studio/overview.md)** — Build audiences, run journeys, and use the built-in agent to explore data in natural language
* **[Agents](https://hightouch.com/platform/agentic-marketing-platform)** — Ask questions, analyze campaigns, and draft reports grounded in your warehouse data
* **[Context Hub](https://hightouch.com/platform/agentic-marketing-platform)** — Configure brand context, channel connections, and review settings shared across Agents, Ad Studio, and Lifecycle Studio
* **[Ad Studio](https://hightouch.com/platform/ad-studio)** — Draft and refine ad creatives, then export to ad platforms
* **[AI Decisioning](https://docs.hightouch.com/ai-decisioning/overview.md)** — Recommend the best message, channel, and timing for each customer using reinforcement learning
* **[Intelligence](https://docs.hightouch.com/campaign-intelligence/overview.md)** — Run experiments, compare results, and track campaign metrics

### Data platform

Infrastructure for collecting data, modeling it, delivering it to downstream tools, and powering real-time experiences.

* **[Models](https://docs.hightouch.com/models/creating-models.md)** — Define reusable datasets with SQL, dbt, or a visual builder
* **[Syncs](https://docs.hightouch.com/syncs/overview.md)** — Deliver data to destinations on a schedule or when data changes
* **[Hightouch Events](https://docs.hightouch.com/events/overview.md)** — Collect behavioral data from apps and websites
* **[Real-Time Personalization](https://docs.hightouch.com/real-time/overview.md)** — Personalize onsite and in-app experiences
* **[Identity Resolution](https://hightouch.com/platform/identity-resolution)** — Unify customer profiles across devices and channels
* **[Match Booster](https://docs.hightouch.com/match-booster/overview.md)** — Increase ad match rates with additional identifiers

## Get started by team

Hightouch is a cross-functional platform. Different teams own different parts of setup and daily usage.

| Role | What you'll set up | Start here |
| - | - | - |
| Platform admins | Configure SSO, roles, approval flows, and workspace settings | [Workspace management](https://docs.hightouch.com/getting-started/it.md) |
| Data teams | Connect data sources, define models, manage syncs, and set up schema | [Data modeling and access](https://docs.hightouch.com/getting-started/data.md) |
| Marketers | Build audiences, launch campaigns, manage journeys, and measure experiments | [Daily usage](https://docs.hightouch.com/getting-started/business.md) |

> [!TIP]
>
> These paths are designed to be followed in order: platform admins set up the workspace, data teams connect and model data, then marketers start building. Each guide tells you what other teams need to have completed before you begin.

## Understand how Hightouch works

Before diving into setup, these pages help you build a mental model of the platform:

* [How data activation works](https://docs.hightouch.com/getting-started/concepts.md) — Sources, models, syncs, destinations, and change data capture: the building blocks underneath everything in Hightouch.
* [Daily usage for marketers](https://docs.hightouch.com/getting-started/business.md) — Audiences, agents, journeys, AI Decisioning, and measurement: the marketing workflow from data to results.
* [Governance best practices](https://docs.hightouch.com/workspace-management/governance.md) — How to structure roles, approval flows, environments, and audit logs so the right people can move fast without creating risk.