Action Chat vs. Projects (Classic)
Learn about the two experiences available in Audiense Action and understand when to use each one.
Overview
Audiense Action offers two ways to explore audience intelligence: Action Chat and Projects (Classic). Both experiences use the same audience intelligence platform but are designed for different workflows.
Action Chat is optimized for conversational exploration using AI, allowing you to quickly discover audiences, test ideas, and generate marketing insights through natural language. Projects (Classic) provides a structured, report-based workflow for creating audience reports, exploring segments, and activating audiences through integrations.Choosing the right experience depends on how you prefer to work and what you're trying to accomplish.
Action Chat
Action Chat is the default experience in Audiense Action and is designed to help you explore audiences through natural language conversations.
Instead of creating a project first, you can simply ask questions about a brand, competitor, product, or topic. The AI will identify relevant audience segments, explain its recommendations, and help you refine your analysis through follow-up questions.
Action Chat is ideal for discovering insights quickly, brainstorming ideas, and collaborating with AI throughout your marketing workflow.
With Action Chat, you can:
- Discover audiences by asking questions in natural language.
- Compare multiple brands or competitors.
- Explore audience segments and characteristics.
- Upload images and videos for creative feedback.
- Generate campaign briefs, executive summaries, and competitive analyses.
- Upload brand context to receive more personalized recommendations.
Projects (Classic)
Projects (Classic) provides a more structured approach to audience analysis.
Rather than working through a conversation, you create a project by selecting a brand, interests, audience segments, or other available inputs. Once generated, Projects provide detailed audience reports with visualizations, recommendations, personas, and activation options.
Projects (Classic) is best suited for users who need detailed reports, reusable projects, or integrations with advertising platforms.
With Projects (Classic), you can:
- Create structured audience reports.
- Build projects using brands, interests, locations, or the Segment Library.
- Explore personas and audience segments.
- Review marketing recommendations and strategic insights.
- Export reports.
- Activate audiences through supported integrations such as Meta Ads Manager.
Choosing the Right Experience
Although both experiences use the same audience intelligence, they are designed for different workflows.
| If you want to... | Use... |
|---|---|
| Ask questions and receive AI-generated insights | Action Chat |
| Explore audiences conversationally | Action Chat |
| Upload creative assets for AI feedback | Action Chat |
| Generate campaign briefs or executive summaries | Action Chat |
| Create structured audience reports | Projects (Classic) |
| Review detailed audience visualizations | Projects (Classic) |
| Export reports or activate audiences | Projects (Classic) |
Many users combine both experiences within the same workflow—using Action Chat to rapidly explore ideas before switching to Projects (Classic) to generate detailed reports and activate audiences.
Can I use both?
Yes. Your subscription provides access to both experiences. You can switch between Action Chat and Projects (Classic) at any time, allowing you to choose the workflow that best fits your current task.