build marketing research AI agent

Capstone: Build a Marketing Research Agent

Combine retrieval, tools, state, human review, evaluation, and production controls in one useful business workflow.

DIFFICULTY
Advanced
EST. TIME
3–5 hours
UPDATED
2026-08-19
On this page
  1. 01Definition
  2. 02Why it matters
  3. 03Step by step
  4. 04Build it
  5. 05Failure modes
  6. 06Production notes
  7. 07Sources

Learning objectives

  • Specify and build a bounded evidence-gathering agent
  • Require citations and human approval before a brief is released
  • Evaluate quality, cost, and recovery with realistic cases

Prerequisites

Modules 00–10 · An approved source list · A real research brief template

Answer first

Canonical definition

The capstone agent turns a defined marketing question into a cited draft research brief by searching approved sources, extracting evidence, identifying gaps, and stopping for analyst review before any downstream action.

Operating context

Why it matters

This project joins the Agent Building and AI Marketing tracks around a real workflow rather than a toy chat or weather demo.

The result is valuable even with limited autonomy because traceable evidence and faster analyst review solve an operating problem.

Method

Step by step

  1. 01

    Write the agent spec

    Define question, source policy, tools, evidence schema, step budget, completion criteria, prohibited actions, and reviewer role.

  2. 02

    Build the evidence loop

    Search approved sources, extract claim-level evidence, deduplicate, score gaps, and preserve citations in application state.

  3. 03

    Draft and review

    Generate a brief that separates facts, customer language, inference, uncertainty, and unanswered questions, then route it to an analyst.

  4. 04

    Evaluate and operate

    Test source quality, citation fidelity, coverage, permission boundaries, cost, repeated actions, and recovery from tool failure.

Hands-on lab

Ship the complete capstone

Implement the agent in a staging environment against one real, non-sensitive research question.

Deliverable

Repository, architecture note, agent spec, eval set, run traces, analyst review UI, cost report, and production readiness decision.

What breaks

Common failure modes

  • F1Allowing unrestricted web sources without a documented evidence policy
  • F2Producing a polished report that loses claim-level citations
  • F3Adding publishing or outreach authority before research quality is proven

Beyond the demo

Production notes

  • Start read-only and analyst-facing. A useful research copilot is a valid outcome even if no action is automated.
  • Use real rejection reasons to improve the eval set before changing prompts or increasing autonomy.

Further reading

Sources

  1. [1]Anthropic: Building effective agents
  2. [2]NIST AI Risk Management Framework

Related Tenten resources

From capstone to production

A working demo is the beginning of the engineering problem.

Tenten helps teams scope one agentic workflow, integrate real data and permissions, define evals and handoffs, and own the path through launch and on-call.