Chameleon gives you two ways to build Experiences: let Copilot handle it, or create them manually from scratch (or from Templates) using the Builder. The two aren't mutually exclusive, and which you reach for first is often a matter of preference.
Copilot can help with both complex campaign creation and quick updates or optimizations. As you get more familiar with the Builder, you'll develop your own rhythm. Here's a starting point for thinking about it.
When to start with Copilot
Copilot handles more than just big campaigns: it can build a full multi-Experience flow or tweak a single targeting rule. It's the right starting point when:
You're building your first campaign and aren't sure which Experience types to use or how to combine them
You want a complete campaign: multiple Experiences, audiences, and Goals, set up together without configuring each one manually
You're announcing a feature, running an onboarding flow, or launching a feedback campaign and want to move fast
You want strategic input before building: Copilot can present a plan, validate assumptions, and iterate with you before creating anything
You're analyzing or improving an existing Experience and want specific, data-backed recommendations
You want to make an update — adjust targeting, change copy, build a follow-up Experience — without opening the Builder at all
👉 See How do I build my first Experience with Copilot? to get started.
When going straight to the Builder is faster
The Builder gives you direct, hands-on control over every component. Use the Builder directly when you have a precise configuration in mind and don't need strategic planning. It's the right starting point when
You know exactly what you want to change and don't need planning or recommendations
You're making a quick copy change or layout adjustment to an existing Experience
You're building something precise and self-contained — a single Tooltip on a specific UI element, for example
👉 See What is the Chameleon Builder and how does it work? for more.
How they work together
The most common pattern: Copilot builds the campaign structure, writes copy, and adds your audience. Then you open the Builder to attach Experiences to specific page elements, add in any media, configure CTA Actions, and run a final test before publishing.
You can also bring Copilot into a workflow you started manually. Use @mentions to reference any existing Experience by name, and Copilot can adjust targeting, update copy, or add new Experiences that connect to your existing flows.
Quick reference
Copilot
Best for - Campaigns, strategy, analysis, updates small and large
Starting point - A goal, a use case, or an existing Experience
Time investment - Low, Copilot handles planning and building
Builder
Best for - On-page element selection, quick manual edits, and advanced settings (e.g., Step branching)
Starting point - A specific configuration you already have in mind
Time investment - Faster for targeted tweaks once you're comfortable with the Builder. Higher for building campaigns (you configure each setting manually)