What PulseAd is
Read this first. It’s the map the rest of the docs assume — what PulseAd is, the names you’ll hear (and which are current vs. retired), what the product is made of, and the one behavioral rule (reads freely, acts only with approval) that lets you predict the rest.
This is an internal doc: it describes the real current state, including legacy surfaces and features that are live for only one pilot brand. Where something is messy, it says so rather than smoothing it over.
What PulseAd is
Section titled “What PulseAd is”PulseAd is the company and the platform. Its product is Pulson — an agentic Amazon-advertising product. You talk to Pulson in natural language about your Amazon ad accounts — “why did Brand A’s ACOS jump last week?”, “draft a budget cut for my worst Sponsored Products campaign,” “build me a weekly performance report” — and it answers from live account data and can act on the account (adjust budgets and bids, pause campaigns, change keywords and targets) once a human approves the proposed change.
Under the hood it is a chat agent that reads freely and writes carefully, on top of a multi-tenant model of who-can-see-which-Amazon-account. Almost everything else is a consequence of those two facts.
The product is more than the chat. PulseAd also runs the data & semantic layer that the analyst reasons over, a creative suite (image and video generation), the data ingestion that brings non-Amazon channels in, and an internal operator cockpit (AOP) that staff use to drive accounts directly.
The name map
Section titled “The name map”You’ll hear several names; here’s the canonical map. Rule of thumb: “PulseAd” is the company/platform; “Pulson” is the product.
| Name | What it is |
|---|---|
| PulseAd | The company and the platform. Also PULSEAD, the main Snowflake schema (218 source tables). It’s the platform, not a UI. |
| Pulson | The product — the agentic Amazon-advertising app the customer uses. The current, canonical brand name. |
Action agent (action_chatbot.py) | The chat engine behind Pulson today — a multi-agent graph, streamed over SSE. When these docs say “the chat,” this is it. |
PSM (psm_chatbot.py) | The original chat engine, now frozen — kept running but closed to new work. Don’t build on it. |
Pulson agent (pulson_agent.py) | A session/memory wrapper around the chat engine. (It can still call the legacy PSM engine underneath — a code detail, not the brand.) |
AOP / aop-hermes | PulseAd’s internal operator CLI — staff drive Amazon accounts from a terminal. A separate tool from the product, and its writes are not behind the product’s approval gates (see Capabilities). |
Live: PulseAd, Pulson, the Action agent, the Pulson agent, and AOP (a separate surface). Deprecated: PSM (frozen — don’t build on it). The product was rebranded in 2026, with an earlier dashboard product before it — see the timeline and what’s deprecated.
What the product is made of
Section titled “What the product is made of”| Surface | What it does | Where it’s documented |
|---|---|---|
| Analyst / chat | Ask, analyze, report, and propose-then-approve changes — the Pulson product. | Guides, Capabilities |
| Data & semantic layer | What Pulson knows: six domain analysts over Snowflake, refreshed nightly. | Data model |
| Capabilities | The read-vs-write boundary and the approval gates. | Capabilities |
| Creative | Generate and vary ad images, and generate video. | Creative |
| Data & coverage | Which channels Pulson sees — Amazon plus off-Amazon (Meta, Google, TikTok, …). | Data & coverage |
| Operator tooling (AOP) | Internal staff CLI (aop-hermes) — a separate tool. | CLI |
How it’s shaped (at a glance)
Section titled “How it’s shaped (at a glance)”Three pieces, one brain between them:
- The app — the Pulson web app you sign into (Next.js, Auth0).
- The API (
ai-api) — the brain. It authenticates you, resolves which advertising data you’re allowed to see (team + country), runs the agent, and streams results. FastAPI + LangGraph; runs on OpenAI models (not Anthropic), with Postgres for state and Snowflake for analytics. - The agent layer (
pulsead-agents) — the layer that actually touches Amazon.ai-apiproxies all Amazon Ads / AMC reads and approved writes to it; it owns the Amazon integration and records every action.
So Amazon-data problems usually surface as a timeout from the pulsead-agents
proxy, not as a raw Amazon error.
What it does (the one rule to internalize)
Section titled “What it does (the one rule to internalize)”Reads flow freely; writes are propose → approve → apply. A change you ask for
in chat does not take effect during the conversation. The agent records a
pending change, shows you an approval card, and pauses; only after a human approves
does a separate step apply it via pulsead-agents → Amazon.
One internal caveat worth knowing up front: autonomous (non-chat) budget
optimization is live for exactly one pilot brand today (KISS) — for every other
brand the optimizer computes the decision but sends nothing to Amazon. The full
gate model is in Capabilities.
Where to go next
Section titled “Where to go next”- Capabilities — the read-vs-write boundary and the approval gates, in full.
- Data model — what Pulson knows and how current it is.
- Guides — task-oriented how-tos.
- Reference and the glossary — the Amazon-advertising and PulseAd terms the rest of the docs assume.