Documentation Index
Fetch the complete documentation index at: https://docs.dema.ai/llms.txt
Use this file to discover all available pages before exploring further.
The Dema Agent is an AI-powered analytics assistant built into the Dema platform. It can answer questions about your data, create visualizations, build dashboards, manage segments, and run specialized analyses — all through natural conversation.
How the agent works
When you start a conversation, the Dema Agent uses your merchant context (currency, timezone, storefronts, available data) along with any instructions and skills you’ve enabled to tailor its behavior.
The agent has access to a suite of tools that let it:
- Query your data and generate charts
- Create and manage dashboards
- Build and update product segments and labels
- Execute Python code for advanced analysis
- Research the web for market context
- Run Marketing Mix Model (MMM) analyses
Specialized agents
Behind the scenes, the Dema Agent operates as a hub-and-spoke system with specialized sub-agents:
| Agent | Specialty |
|---|
| Dema Agent | Main orchestrator — handles most data analysis, reporting, and general questions |
| Segmentation Agent | Product segment and label management |
| Dashboard Agent | Dashboard creation and editing |
| Web Research Agent | External web research and market intelligence |
| MMM Agent | Marketing Mix Modeling analysis and scenario planning |
Conversations
Every interaction with the agent happens inside a conversation. Conversations are persistent — you can return to a previous conversation and pick up where you left off.
Starting a conversation
Navigate to the Agents section in the Dema app. You’ll land on a blank conversation where you can type your question or request.
Conversation memory
Within a conversation, the agent remembers:
- Previous messages and context
- Data it has fetched or computed
- Dashboards, segments, or other artifacts it has created
For best results, keep related questions in the same conversation so the agent can build on previous context. Start a new conversation when switching to an unrelated topic.
Instructions
Instructions (also called system prompts) are always-on directives that shape the agent’s behavior across all conversations. When an instruction is enabled, its full content is injected into every conversation.
What instructions are good for
- Communication preferences (language, tone, level of detail)
- Company-specific guidelines (“Always report in EUR”, “Use fiscal year starting April 1”)
- Formatting rules (“Show tables with percentages rounded to one decimal”)
- Standard operating procedures the agent should always follow
Managing instructions
Go to Agents → Settings → Instructions to view and manage your instructions.
| Tab | Contents |
|---|
| My instructions | Instructions you’ve created (private to you) |
| Organization instructions | Instructions shared with your organization |
- Create a new instruction — give it a name and write the content in Markdown
- Toggle an instruction on or off — disabled instructions are not sent to the agent
- Edit or delete instructions you own
- View organization instructions and toggle them for your account
Instructions are injected into the agent’s context window on every message. Keep them concise — a few well-written sentences are more effective than long documents.
Visibility
| Visibility | Who can see it | Who can edit it |
|---|
| Private | Only you | Only you |
| Organization | Everyone in your organization | Only the creator |
The agent has access to a variety of tools that it selects automatically based on your request. You don’t need to invoke tools manually — just describe what you need and the agent picks the right tool.
| Tool | What it does |
|---|
| Data query | Fetches metrics and dimensions from your Dema data |
| Python executor | Runs sandboxed Python code for advanced calculations and visualizations |
| Memory | Stores and retrieves data within a conversation for follow-up analysis |
| Dashboard tools | Creates, updates, and manages dashboard widgets |
| Segment tools | Creates and manages product segments and labels |
| Expert feedback | Asks you clarifying questions when the request is ambiguous |
| Tool | What it does |
|---|
| Use skill | Loads the full content of an enabled skill to guide the agent’s behavior |
| Create skill | Creates a new skill from the conversation (see Skills guide) |
Integrations
Connect the Dema Agent to your third-party tools to expand what it can do. Once connected, the agent can search Slack messages, pull orders from Shopify, query Snowflake, and more, all from the same conversation.
See the Integrations overview for the full list of supported tools and how to connect each one.
Best practices
Writing effective prompts
- Be specific — “Show me revenue by channel for the last 4 weeks” works better than “How is revenue doing?”
- Provide context — “Compare this to the same period last year” helps the agent frame the analysis
- Iterate — Start with a broad question, then drill down in follow-up messages
- Reference previous results — “Break that down by market” keeps the agent in context
Getting the most from instructions
- Keep them short — Every enabled instruction uses context window space
- Be directive — “Always include a summary table” is clearer than “It would be nice to have tables”
- Test and iterate — Enable an instruction, run a few conversations, then refine the wording
- Disable what you don’t need — Only keep active instructions that consistently improve your experience
If you find yourself giving the same guidance to the agent across multiple conversations, that’s a good candidate for an instruction or a skill.
