> For the complete documentation index, see [llms.txt](https://docs.smaq.io/documentation/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.smaq.io/documentation/features/chat/capabilities.md).

# What SMAQ AI can do

SMAQ's chat is powered by a roster of specialized agents coordinated by a supervisor. You never pick agents directly — the supervisor routes your question. But knowing what each agent does helps you ask better questions.

### The agents

#### Concierge / Supervisor

Routes incoming questions. Decides whether to answer directly, fetch data, generate a chart, run a playbook, or chain multiple agents. Not directly visible; it's the orchestrator.

#### Fetch Data Agent

Pulls raw data from your datablocks. Used when you ask for numbers — "What's my ROAS for the last 7 days?", "Top 5 campaigns by spend last month."

Best questions:

* Single-fact: "What was my GA4 conversion rate yesterday?"
* Comparisons: "Spend last week vs the week before."
* Filtered: "Conversions from mobile only, last 30 days."

#### Visualization Agent

Turns fetched data into charts, tables, metric cards, pivot tables. Used when you ask for a visual or when a number alone wouldn't be enough.

Best questions:

* "Show me spend by day, last 30 days, as a line chart."
* "Bar chart of conversions by channel for this month."
* "Pivot table of campaigns by week."

After the chart renders, **Add to dashboard** to keep it.

#### Search Datablock Agent

Finds the right datablock to answer a question. The richer your project datablocks (with good names and descriptions), the better this agent performs.

When you ask a question and the AI says "I'll use the 'Google Ads weekly campaigns' datablock to answer that" — that's Search Datablock at work.

#### Business Agent

High-level analysis and recommendations. Multi-step reasoning.

Best questions:

* "Why did ROAS drop last week?"
* "What channel should I spend more on?"
* "Should I pause this campaign?"

The Business Agent often chains Fetch Data, Visualization, and Search Datablock to build its answer.

#### Dashboard Agent

Dashboard-specific queries and modifications.

Best questions:

* "What does this chart show?" (inside a dashboard)
* "Add a chart showing weekly conversions to page 2."
* "Filter this whole page to just the search campaigns."

#### Context Retrieval Agent

Pulls relevant info from your [Knowledge Base](/documentation/features/knowledge-base.md) when answering.

Not directly invokable — it runs whenever another agent needs your business context.

#### Auto Analysis Agent

Surfaces noteworthy findings without being asked. Used in automations and on dashboard load.

#### Insight Discovery Agent

Proactive opportunity surfacing. Behind features like "Did you know your Tuesday ROAS is 2× your Monday ROAS?"

#### Report Agent

Generates polished reports from dashboards. Drives [Generate Report AI](/documentation/features/reports/generate-from-dashboard.md).

#### Competitive Analysis Researcher

Pulls in competitor signals — the Meta Ad Library, Google Transparency Center, public web sources. Used by the [creative intelligence](/documentation/features/creative-intelligence.md) automations and on demand from chat.

Best questions:

* "What is competitor X running on Meta?"
* "Compare our messaging against competitor Y."

#### Performance Marketing Education Agent

Explains marketing concepts. Useful when you want context, not just data.

Best questions:

* "What is impression share lost to budget?"
* "How is iOS 14+ attribution different from before?"
* "When should I use Smart Bidding vs Manual?"

#### Postprocess Data Agent

Reformats and transforms data — currency conversion, deduplication, aggregation rollups. Runs invisibly during multi-step queries.

#### Execute Playbook Agent

Runs [playbooks](/documentation/features/chat/playbooks.md) on demand. When you ask a question that matches a saved playbook, this agent executes it.

#### Format Response Agent

Polishes the final response — formatting, headlines, tone. Last step before display.

***

### Capabilities at a glance

| You want to...                      | The AI uses...                                     |
| ----------------------------------- | -------------------------------------------------- |
| Get a single number                 | Fetch Data + Format Response                       |
| See a chart                         | Fetch Data + Visualization                         |
| Get a recommendation                | Business Agent (often + Fetch Data, Visualization) |
| Understand something on a dashboard | Dashboard Agent + Search Datablock                 |
| Run a saved analysis                | Execute Playbook                                   |
| Compare against competitors         | Competitive Analysis Researcher                    |
| Learn a marketing concept           | Performance Marketing Education                    |

### What the AI can't do

* **Modify your ad accounts.** SMAQ never writes back. The AI can recommend a negative keyword; you still copy-paste it into Google Ads.
* **Predict the future with high confidence.** Statistical projections are available; promises aren't.
* **Read between the lines of your strategy.** Tell the AI directly via the [Knowledge Base](/documentation/features/knowledge-base.md).
* **Access data outside your connections and KB.** No external web search beyond competitor-research connectors.

### Tips for better chat

* **Front-load specifics.** "Show me Google Ads ROAS by campaign for Q2 as a bar chart" → one shot. "Show me ROAS" → three back-and-forth clarifications.
* **Use playbooks for repeated investigations.** See [Playbooks](/documentation/features/chat/playbooks.md).
* **Rich KB = better answers.** See [Knowledge Base](/documentation/features/knowledge-base.md).
* **Iterate.** "Now break that down by device" is faster than starting over.

### Related

* [Playbooks](/documentation/features/chat/playbooks.md).
* [Knowledge Base](/documentation/features/knowledge-base.md).
* [Chat with SMAQ AI (tutorial)](/documentation/get-started/tutorials/chat-with-smaq-ai.md).