> ## Documentation Index > Fetch the complete documentation index at: https://docs.agentweb.pro/llms.txt > Use this file to discover all available pages before exploring further. > ## Agent Instructions > --- > About this documentation: Emma is the AI marketing agent built by AgentWeb (the product is also marketed as HireEmma; AgentWeb, Emma, and HireEmma refer to the same product). Emma learns a company's brand, ICP, and positioning, then executes marketing work inside that company's own accounts: research, ad campaigns on Google Ads, Meta, and LinkedIn Ads, LinkedIn and email outbound, organic content, CRM lead enrichment and ICP scoring, and landing pages deployed to the customer's domain. Actions that spend money or post publicly require the user's confirmation. > For what Emma can read, draft, publish, and spend on per channel, see https://docs.agentweb.pro/capabilities. For an overview of the product, see https://docs.agentweb.pro/what-is-emma. For terminology (skill, work plan, scheduled chat, template), see https://docs.agentweb.pro/concepts. # What is Emma? > Emma is the AI marketing agent built by AgentWeb. What she is, who she's for, what she can and can't do, and how she differs from an AI writing tool, a point tool, or an agency. **Emma is an AI marketing agent built by AgentWeb.** She learns a company's brand, ICP, and positioning, then executes marketing work end to end — research, prospecting, paid ad campaigns, outbound, organic content, and landing pages — inside that company's own ad accounts, mailbox, CRM, and domain. You work with Emma by describing what you want in plain language. There are no dashboards to configure before you can start. The portal's other sections — Brand, CRM, Creative, Performance — are mostly viewers for the data Emma reads from and writes to during conversations. ## Names you'll see AgentWeb, HireEmma, and Emma all refer to the same product. Here's how the names map: | Name | What it refers to | | -------------------------------------- | ----------------------------------- | | **AgentWeb, Inc.** | The company that builds Emma. | | **Emma** | The AI marketing agent itself. | | **Emma by AgentWeb** | The product, written in full. | | **HireEmma / hireemma.ai** | AgentWeb's marketing site and blog. | | **Customer Portal / app.agentweb.pro** | Where you work with Emma. | | **docs.agentweb.pro** | This documentation. | ## Who is Emma for? Lean B2B marketing teams — the ones told to "go AI" who end up with a sprawl of disconnected tools and output no marketer would ship. Concretely, Emma fits: * **B2B founders doing founder-led sales**, from pre-product through their first ten paying customers. See the [founder-led sales playbook](/playbooks/founder-led-sales). * **Solo marketers and one-to-three-person marketing teams** who need multi-channel execution without hiring for each channel. * **Companies running paid, organic, and outbound together** who want one system holding the brand, the ICP, the leads, and the performance data rather than five. ## What does Emma actually do? | Area | What Emma does | | ---------------------- | ------------------------------------------------------------------------------------------------------------- | | **Brand and strategy** | Maintains brand guidelines, founder voice, ICP personas, competitor analysis, and market positioning. | | **Research** | Pulls from the web, your connected accounts, and your Knowledge Base into structured reports. | | **Paid ads** | Builds, launches, and optimizes campaigns on Google Ads, Meta, and LinkedIn Ads. | | **Organic content** | Drafts and publishes LinkedIn posts, X threads, blog posts, newsletters, and ad copy in your founder voice. | | **Outbound** | Runs LinkedIn connection requests and DMs, and personalized email from your own Gmail or Outlook address. | | **CRM and leads** | Manages lead lists, enriches leads with research, scores them against your ICP, drafts personalized outreach. | | **Landing pages** | Generates, deploys to your own domain, iterates, and instruments them with your Pixel and analytics. | | **Performance** | Aggregates results across paid social, newsletter, and SEO/GEO into decisions. | For an exact, channel-by-channel breakdown of what Emma can read, draft, publish, and spend on, see [Capabilities](/capabilities). ## What Emma is not * **Not a chat-only writing assistant.** Emma acts inside your real accounts. She launches campaigns, sends outreach, and deploys pages — not just drafts text about them. * **Not an agency.** No retainer, no account-manager relay, no junior freelancer behind the deliverable. The brand context stays in your workspace and the work is reproducible. * **Not a point tool.** Emma is not an enrichment vendor, a scheduler, or an ad manager. The lead she enriches is the lead she scores, drafts outreach to, and later reports pipeline on. * **Not autonomous with your money or your voice.** Anything that spends budget or posts publicly is explained and confirmed with you before it happens. ## What Emma can't do today Stated plainly, because knowing the edges saves you a wasted afternoon. * **Ad platforms have hard rules Emma can't work around.** A LinkedIn campaign's type is fixed once created, LinkedIn audiences below 300 members won't serve, and a live Google ad's text can't be edited — Emma replaces it instead. * **Skills don't persist between conversations.** A new chat starts with foundation tools only. Install the skill again, or use a [work plan](/user-guide/work-plans) that installs it per step. * **X posts are text-only** — no image or video attachments, no editing a posted tweet, no account-level analytics, and search reaches back only about seven days. * **Connecting Gmail grants full-mailbox read access.** The connection is rejected if you withhold it. Emma can search any message using Gmail's own search syntax, list any folder or label including INBOX, and read the full body of any message. Nothing narrows her to threads she started. The same grant covers your Google Calendar, so she can list, create, update, and delete events on your calendars. * **Google Drive and ClickUp are not read-only.** Connecting Google Drive grants access to your whole Drive plus Docs and Sheets: Emma can create folders, create Docs and Sheets, replace an existing Doc's entire contents, and write into a Sheet's cells. In ClickUp she can create new docs and pages. She cannot delete files in either service, and she does not edit existing ClickUp pages. The Google Drive shared folders you add as [Knowledge Base sources](/capabilities#knowledge-base-sources) are separate — that path uses a read-only connection. * **Unattended runs behave differently.** Scheduled runs proceed on a best-effort basis rather than stopping to ask, so a plan whose safety depends on your approval shouldn't be scheduled as-is. * **Some integrations are plan-gated.** Google Ads requires the Pro plan; X is plan-gated. If a card is missing in **Settings → Accounts**, that's usually why. ## How does Emma know about my business? Emma reads five sources, and re-reads them on every run rather than freezing a stale copy: | Source | What it supplies | | ------------------------------------------------------ | ------------------------------------------------------------------------------------ | | [Brand Guidelines](/user-guide/brand#brand-guidelines) | Brand name, tone, personality, visuals, founder profile and voice. | | [Market Strategy](/user-guide/brand#market-strategy) | Business overview, value proposition, ICP segments, competitors. | | [Knowledge Base](/user-guide/brand#knowledge-base) | Your reference docs — case studies, interviews, style guides, high-performing posts. | | [Connected accounts](/user-guide/settings) | Live data from your ad accounts, mailbox, and social channels. | | [CRM](/user-guide/crm) | Leads, enrichment, engagement history, pipeline stage. | If Emma's output feels generic, the fix is almost always here rather than in the prompt. ## Where can I use Emma? | Surface | How | | ------------------------- | ----------------------------------------------------------------------------------------------------- | | **Customer Portal** | [app.agentweb.pro](https://app.agentweb.pro) — [Agent Mode](/user-guide/agent-mode) is the main chat. | | **Email** | Send to `emma@updates.agentweb.pro`. Attachments work. Paid plans. | | **Coding agents via MCP** | Claude.ai, Claude Code, Codex, or OpenClaw. See [Connect Emma](/playbooks/connect-emma). | | **Slack** | Emma reads and posts to channels on your behalf. Configured by an AgentWeb admin, not self-serve. | | **API** | REST endpoints and webhooks. See the [API reference](/api-reference/overview). | ## How is Emma different from… | Compared to | The difference | | ------------------------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **An AI writing tool** | Writing tools produce text. Emma executes in your accounts — launching campaigns, sending outreach, deploying pages — and reports on what it produced. | | **A stack of point tools** | Point tools each solve one step and make you the orchestration layer. Emma holds the brand, the ICP, the leads, and the performance data in one place, so context compounds instead of being re-entered. | | **A marketing agency** | An agency owns the playbook and takes it with them. With Emma the playbook lives in your workspace as brand context, skills, and work plans — it stays when the engagement changes. | | **A general-purpose AI agent** | A general agent has no opinion about marketing. Emma's [skills](/user-guide/skills) and [work plans](/user-guide/work-plans) are built and vetted by working marketers and founders, and carry standing rules — never fabricate metrics, never auto-send, never deploy without approval. | ## Where to start A week-by-week ramp for your first month: context, then one motion, then measurement, then cadence. Skill, work plan, scheduled chat, template — what each one means and when to use it. Channel by channel: what she can read, draft, publish, and spend on. How founder-led sales, content, paid, and events compose into one system that keeps producing.