Phase 2 · 8 capabilities · Canva-gap “permanent win” layer see the design spec →

What changes when Freddie ships Phase 2.

Phase 1 deepened creative tooling. Phase 2 closes the loop around orchestration, live performance, personalization, compliance, and governance — the layers where ESPs beat pure design tools. This prototype is email-first; SMS/WhatsApp parity is explicit backlog.

PHASE 2 · SEND-TIME INTELLIGENCE

From “beautiful draft” to “provably safe send”

Phase 2 maps the next eight items from the Canva analysis into Mailchimp primitives: agents that orchestrate work, telemetry that feeds back into the editor, personalization at assembly time, assets that span channels, locale-aware compliance, AMP, enterprise Shield, and a cross-domain Freddie.

Press Next or click the highlighted controls. Keyboard: ← / →.

FEATURE 01 · PLAN / JOURNEY

Agentic Campaign Orchestrator

Freddie proposes a bounded plan graph: brief intake, creative generation, audience selection, and schedule — each step requiring explicit human approval before the agent proceeds.

Feature 01 · Scene 1 of 3 · Orchestration timeline C-98 · orchestration rail

Agent run · Spring Velocity

Brief Creative Audience Schedule

1. Pull brief from Notion + last week’s memory ready

2. Generate hero + body variants (Brand Voice: Launch) pending approval

3. Bind segment “New subs · engaged 30d” queued

4. Propose Tue 10:00 AEST send queued

Orchestration stays inspectable: every agent action maps to a human checkpoint.

Feature 01 · Scene 2 of 3 · Who approved what

Audit · workspace governance

Actor	Action	Time
Freddie	Proposed creative variants	10:02
A. Kim	Approved variant B	10:08
Shield policy	PII scan passed	10:08

Pairs with Shield (Feature 07) — approvals are durable records, not chat logs.

FEATURE 01 · OUTRO

Agentic, not autonomous

The differentiator vs generic LLM wrappers is governed autonomy inside the ESP — the same object model as your live sends.

FEATURE 02 · LIVE TELEMETRY

Real-Time Campaign Performance Loop

Live opens, clicks, and revenue proxies stream beside the canvas. When an anomaly hits (e.g. mobile CTR dips), Freddie suggests a scoped edit with a preview diff.

Feature 02 · Scene 1 of 3 · KPIs beside the draft C-99 · live metric strip

Live cohort · first 4h

Open
41.2%

Click overall
3.8%

Mobile CTR
−12% vs benchmark

Telemetry is read-only on production sends; proposed edits create a staged revision.

Freddie suggestion · hero tap-target

Performance insight

Mobile readers stall on the hero CTA — button height under 44px in preview. Want me to enlarge CTA + shorten headline?

Connects measurement to Conversational Editing patterns from Phase 1.

Close the loop inside Mailchimp

No export to a separate analytics studio to answer “why is this underperforming?”

FEATURE 03 · ASSEMBLY

Send-Time AI Personalization

At insert, Freddie assembles variants per profile: product affinity, engagement tier, locale — bounded by brand rules and Shield policies.

Personalization matrix · audited

Dimensions: engagement tier · last product · locale

12 cells generated · 3 suppressed by policy (health claims)
Fallback: hero A + static CTA for unknown profiles

Honest ESP physics: personalization without a policy layer is a liability.

Profile simulator

Preview as: New sub · Melbourne · Volt interest

Your Volt Runner reservation opens in 1 hour — spring shipping unlocked.

Same preview contract as Phase 1 — now with per-profile output.

Personalization Mailchimp can defend

FEATURE 04 · CONTENT STUDIO

Cross-Channel Asset Studio

One Stride hero is cropped and typed for email, SMS media, social, display — linked back to the same Brand Kit tokens.

Derivatives from master asset

Email hero · 600×400

SMS / MMS · 640 square

Instagram · 4:5

Meta display · 1.91:1

Bridges Phase 1 Dream Lab / image tooling to downstream channel crops.

Linked objects

Changing master asset marks Email + Social child crops stale — batch refresh available.

Leans on Universal Content strategy — asset graph is the spine.

Design once, propagate safely

FEATURE 05 · LEGAL + LOCALE

Compliance-Aware Localization

Locale packs inject mandatory footers (CAN-SPAM, CASL, GDPR promos), adjust currency and date formats, and steer tone via Brand Voice profiles per region.

Active pack · en-AU commerce

Unsubscribe + physical address block · required
Promo pricing clause · auto-inserted for % discounts
“Sale” language guardrail · avoid misleading urgency

Localization is policy + copy + layout, not just translation.

Cannot send fr-CA draft: missing FR mandatory footer line MC-22.b.

Hard stops mirror Shield — marketing can’t “OK” past missing compliance primitives.

Send confidently in every region

FEATURE 06 · INTERACTIVE EMAIL

AMP for Email

Carousel, accordion, and lightweight forms validate in AMP preview. Clients without support receive the static fallback generated from the same brief.

AMP · product carousel

AMP component: amp-carousel · 3 SKUs · taps recorded as click events

Proposed C-100 · AMP block shell (spec-only for this prototype).

Static fallback · paired automatically

Non-AMP clients see a single hero + stacked products — same copy, no interactive taps.

Mirrors industry pattern: multipart/alternative with disciplined parity.

Interactive without abandoning the long tail

FEATURE 07 · GOVERNANCE

Mailchimp Shield

Policy packs combine PII detection, claim review, brand destructiveness checks, and role-based approval — evaluated before schedule locks.

Shield · pre-send scan

PII scan · clean

Comparative claim “#1 shoe in ANZ” · needs legal

Proposed C-101 · Shield evaluation panel.

Approvals matrix

Creative lead ✓ · Legal ⏳ · Finance n/a (under threshold)

Enterprise procurement stories anchor here — not in sticker packs.

Governance as a product surface

FEATURE 08 · MCP + PARTNERS

Cross-Domain Conversational Agent

The same Freddie reasoning core — authorized via MCP — surfaces in Mailchimp, your storefront admin, and helpdesk, with scoped tools per domain.

MCP server · tool registry

mailchimp.agent.orchestrate  ✓ workspace
shopify.inventory.snapshot   ✓ read-only
zendesk.ticket.linkCampaign  ✓ bi-directional

Extends Phase 1 MCP bridge with domain-scoped credentials (C-102 · registry row).

Context handoff

Support agent references ticket #4481 → Freddie loads the same campaign graph the marketer approved.

The win: one object model across customer-facing surfaces.

Freddie off the canvas, not a different brain

PHASE 2 · ZEN DIAGRAM

How the eight features interlock

Orchestrator sequences work → Performance loop feeds learning → Send-time personalization applies it → Asset studio keeps surfaces aligned → Localization + AMP + Shield constrain what can ship → Cross-domain agent exposes the same truth everywhere.

COMPLETE

Mailchimp’s durable wedge

Creative canvases will commoditize. Send-time intelligence, policy, and cross-channel operations stay ESP-native — that’s Phase 2.