---
title: About the AI Assistant
description: The AI Assistant is a conversational assistant inside the platform, opened via the Ask AI button. Learn more.
---
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1. [Help Center](https://helpcenter.mobileaction.co/en?hsLang=en)
2. [MobileAction CMP](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en)
3. [AI Assistant](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#ai-assistant)
# About the AI Assistant
Answering a question like “why did my CPA increase last week?” usually means opening several reports, aligning date ranges, and piecing the story together by hand. The AI Assistant exists to remove that work: you ask the question, and it analyzes the relevant account data and answers directly.
### What it is
The AI Assistant is a conversational assistant inside the platform, opened via the Ask AI button. Every conversation is scoped to one campaign group that you select, so answers are grounded in your own account data. Responses are text, often with a supporting data table.
### What you can ask
It answers five kinds of questions:
- General Apple Ads concepts, for example “What is a Search Match?”
- Your campaign structure, for example “What ad groups do I have under my 'US Launch' campaign?”
- Performance metrics at the campaign group, app, campaign, ad group, and keyword level, for example “What is my total spending in the last 14 days in the United States?”
- Metric changes over time, for example, “How has impression volume changed over the last 7 days?”
- Likely causes behind a change, for example, “Why did my CPA increase last week?”
### It suggests; you decide
The assistant analyzes and recommends, but never changes anything in your account. It can suggest bid adjustments or point at keywords worth cutting, and for a hard-to-reverse step like keyword deletion, it recommends pausing and observing first. Applying any change is always your decision, made in the platform as usual.
Recommendations include bid changes, budget redistribution between campaigns, day parting, and new keyword suggestions, each with the reasoning behind it. Applying any change is always your decision, made in the platform as usual. Bid recommendations and why they're made are explained in [Bid recommendations explained](https://helpcenter.mobileaction.co/en/bid-recommendations-explained?hsLang=en).
### How answers are built
Every analysis ends on the last complete day, which is yesterday, and every answer states the exact date range it used. Low-volume keywords and campaigns are left out of ratio-based analyses so that a handful of installs cannot produce a misleading CPA. The rules behind this, from attribution settings to minimum data thresholds and how Overall Impression Share is calculated, are in [How the AI Assistant treats your data](https://helpcenter.mobileaction.co/en/how-the-ai-assistant-treats-your-data?hsLang=en).
### Related links
[Get started with the AI Assistant](https://helpcenter.mobileaction.co/en/get-started-with-the-ai-assistant?hsLang=en)
[What the AI Assistant can and can't answer](https://helpcenter.mobileaction.co/en/what-the-ai-assistant-can-and-cant-answer?hsLang=en)
[Enable Generative AI Features consent](https://helpcenter.mobileaction.co/en/enable-generative-ai-features-consent?hsLang=en)
[Ask questions and get better answers](https://helpcenter.mobileaction.co/en/ask-questions-and-get-better-answers?hsLang=en)
---
### Need more help?
If you have any questions, feel free to reach out to your dedicated Customer Success Manager or contact us through live chat.
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