Your AI assistant can already write emails, build briefs, and generate campaign ideas. But what if it could actually build the journey, create the Data Extension, and activate the automation, without you touching a single screen?

That's what the Marketing Cloud Engagement MCP Server makes possible. And it's live now.

In this session, Lukas Lunow, Salesforce Marketing Champion, Lead Consultant at NoA Ignite, will cut through the noise and show you exactly what the MCE MCP is, how to set it up in 5 minutes, what to lock down before you let an agent near production, and what it looks like in real use.

The session is 45 minutes. It is dense on purpose.

What you'll learn:

What the MCE MCP actually is: and why the framing of "AI that can plan campaigns" misses the point. The MCP is the bridge between your LLM of choice and the live objects inside Marketing Cloud: journeys, Data Extensions, automations, content, contacts, and more. Without it, your AI is a consultant. With it, your AI is an operator.

The permission strategy you need before you start: the MCP is powerful enough to propagate a schema change across every dependent DE and query in a single command. That is either a superpower or a liability depending on what permissions you've granted. We'll cover the governance model that keeps you in control.

A live demo with Claude Code: not a screenshot walkthrough. Live. You'll see natural language turned into real MCE objects in real time: a Data Extension created from a plain English description, a journey built and staged for activation, and an automation wired up conversationally. You'll also see what happens when the prompt is vague, and how to write grounding instructions that prevent the agent from guessing.

Whether you're an SFMC admin who wants to stop doing repetitive Data Extension work by hand, a marketing ops lead looking to accelerate campaign production, or an architect thinking about where agentic tooling fits in your stack, this session will give you something actionable to take back on the same day.

Ideal for: Marketing Cloud Engagement users and admins, marketing operations professionals, Salesforce architects, and anyone building or evaluating AI-assisted workflows on the Salesforce stack.