> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ltv.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Key Concepts

> Understand the core building blocks of LTV.ai

Before diving in, here are the key terms and concepts you'll encounter throughout LTV.ai.

## Campaigns

A **campaign** is a single, one-off email send to a targeted audience. Every campaign in LTV.ai is intentional — you describe what you want to promote, the AI builds the email and selects your audience, and you review and send. There are no automated drip sequences or trigger-based flows.

## Segments

A **segment** is a group of customers who share specific characteristics. LTV.ai's AI automatically selects the best segmentation strategy for each campaign from [seven built-in strategies](/features/segmentation) — discount-based, category affinity, location, weather, purchase frequency, AOV tier, and gifters vs. self-buyers.

You can also create custom segments based on purchase history, engagement data, and customer attributes.

## Brands

If you manage multiple stores or product lines, each one is a **brand** in LTV.ai. Every brand gets its own:

* Custom-trained AI model
* Customer segments
* AI-generated content with brand-specific voice and style
* Product catalog
* Performance analytics

## Custom AI Training

LTV.ai trains custom instances of AI models specifically for each brand. Upon onboarding, the AI automatically ingests:

* All of your brand's previous emails
* Your website
* Your social media presence
* Any other online presence

This happens automatically — no manual uploads or configuration. The result is an AI that genuinely understands your brand and produces content that matches your voice, tone, and style.

## Proactive Campaign Intelligence

The AI doesn't wait for you to come up with ideas. It proactively analyzes your data, previous campaigns, and marketing calendar to surface net-new campaign opportunities. See [Proactive Intelligence](/features/proactive-intelligence) for details.

## Exclusion Lists

**Exclusion lists** ensure specific customers never receive certain emails. You can set exclusions at:

* The **brand level** — customers excluded from all emails for that brand
* The **campaign level** — customers excluded from a specific campaign

Unsubscribes are automatically handled and added to exclusion lists.

## Product Grids

**Product grids** are personalized product recommendation blocks inserted into emails. They're automatically populated based on each customer's purchase history and product affinity.

## Dashboard

Your **dashboard** is where you manage everything — campaigns, segments, analytics, and settings. It's accessible directly from within your Shopify admin or via direct login.