---
title: "Architect"
slug: "introduction-to-architect"
description: "Architect is an AI-backed omnichannel journey builder that enables you to orchestrate high-performing customer journeys that understand each customer's activities on every platform connected with a rich, unified customer database."
tags: ["architect", "journeys"]
updated: 2025-10-09T18:17:29Z
published: 2025-10-09T18:17:29Z
canonical: "academy.insiderone.com/introduction-to-architect"
---

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

# Architect

Architect is an AI-backed omnichannel journey builder that enables you to orchestrate high-performing customer journeys that understand each customer's activities on every platform connected with a rich, unified customer database. Architect can help you deliver individualized experiences for each user, get a detailed picture of customer behavior, and maximize marketing ROI.

 [Get Started](https://academy.useinsider.com/docs/architect-getting-started) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M3 19C3 20.1046 3.89543 21 5 21H13C14.1046 21 15 20.1046 15 19V17H13V19H5V11H9H11H13H15C15 9.89543 14.1046 9 13 9H11H9H5C3.89543 9 3 9.89543 3 11V19ZM13 15H11C9.89543 15 9 14.1046 9 13H11H13H15H19V5H11V7H9V5C9 3.89543 9.89543 3 11 3H19C20.1046 3 21 3.89543 21 5V13C21 14.1046 20.1046 15 19 15H15H13Z" fill="#0A2ECC"></path>&nbsp;</svg>Integration Guide](https://academy.useinsider.com/docs/advanced-implementation-guide) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg" data-token-name="browse-templates" id="browse-templates">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M2 5C2 3.34315 3.34315 2 5 2H11C12.6569 2 14 3.34315 14 5V11C14 12.6569 12.6569 14 11 14H5C3.34315 14 2 12.6569 2 11V5ZM5 4C4.44772 4 4 4.44772 4 5V11C4 11.5523 4.44772 12 5 12H11C11.5523 12 12 11.5523 12 11V5C12 4.44772 11.5523 4 11 4H5ZM17 7C17.5523 7 18 7.44772 18 8V15C18 16.6569 16.6569 18 15 18H8C7.44772 18 7 17.5523 7 17C7 16.4477 7.44772 16 8 16H15C15.5523 16 16 15.5523 16 15V8C16 7.44772 16.4477 7 17 7ZM22 12C22 11.4477 21.5523 11 21 11C20.4477 11 20 11.4477 20 12V19C20 19.5523 19.5523 20 19 20H12C11.4477 20 11 20.4477 11 21C11 21.5523 11.4477 22 12 22H19C20.6569 22 22 20.6569 22 19V12Z" fill="#0A2ECC"></path>&nbsp;</svg>Use Cases](https://academy.useinsider.com/docs/omnichannel-strategies-digital-marketers) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M12 3C11.4477 3 11 3.44772 11 4V6C11 6.55228 11.4477 7 12 7C12.5523 7 13 6.55228 13 6V4C13 3.44772 12.5523 3 12 3ZM12.981 10.0437L4.93348 12.6047C4.30641 12.8137 4.2019 13.7022 4.72446 14.0158L7.07599 15.4792L3.31354 19.2945C2.89549 19.7127 2.89549 20.3398 3.31354 20.7057C3.67933 21.0715 4.30641 21.1238 4.72446 20.7057L8.48691 16.8904L9.95009 19.2423C10.3159 19.8172 11.152 19.7127 11.361 19.0855L13.9738 11.0368C14.1306 10.4096 13.5558 9.83467 12.981 10.0437ZM18.4735 4.48488C18.864 4.09435 19.4971 4.09435 19.8877 4.48488C20.2782 4.8754 20.2782 5.50857 19.8877 5.89909L18.4735 7.3133C18.0829 7.70383 17.4498 7.70383 17.0592 7.3133C16.6687 6.92278 16.6687 6.28962 17.0592 5.89909L18.4735 4.48488ZM21 12C21 11.4477 20.5523 11 20 11H18C17.4477 11 17 11.4477 17 12C17 12.5523 17.4477 13 18 13H20C20.5523 13 21 12.5523 21 12Z" fill="#0A2ECC"></path>&nbsp;</svg>Starter Elements](https://academy.useinsider.com/docs/starter-elements) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M12 21C16.9706 21 21 16.9706 21 12C21 7.02944 16.9706 3 12 3C7.02944 3 3 7.02944 3 12C3 16.9706 7.02944 21 12 21ZM12 19C15.866 19 19 15.866 19 12C19 8.13401 15.866 5 12 5C8.13401 5 5 8.13401 5 12C5 15.866 8.13401 19 12 19ZM11 9C11 8.44772 11.4477 8 12 8C12.5523 8 13 8.44772 13 9V11H14C14.5523 11 15 11.4477 15 12C15 12.5523 14.5523 13 14 13H12C11.4477 13 11 12.5523 11 12V9Z" fill="#0A2ECC"></path>&nbsp;</svg>Wait Elements](https://academy.useinsider.com/docs/what-is-wait-element) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M12 5.41803L5.41803 12L12 18.582L18.582 12L12 5.41803ZM12.7082 3.29336C12.3171 2.90221 11.6829 2.90221 11.2918 3.29336L3.29336 11.2918C2.90221 11.6829 2.90221 12.3171 3.29336 12.7082L11.2918 20.7066C11.6829 21.0978 12.3171 21.0978 12.7082 20.7066L20.7066 12.7082C21.0978 12.3171 21.0978 11.6829 20.7066 11.2918L12.7082 3.29336Z" fill="#0A2ECC"></path>&nbsp;</svg>Check Elements](https://academy.useinsider.com/docs/condition-elements) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M3 5C3 3.89543 3.89543 3 5 3H9C10.1046 3 11 3.89543 11 5V9C11 10.1046 10.1046 11 9 11H5C3.89543 11 3 10.1046 3 9V5ZM5 5H9V9H5V5ZM13 5C13 3.89543 13.8954 3 15 3H19C20.1046 3 21 3.89543 21 5V9C21 10.1046 20.1046 11 19 11H15C13.8954 11 13 10.1046 13 9V5ZM15 5H19V9H15V5ZM5 13C3.89543 13 3 13.8954 3 15V19C3 20.1046 3.89543 21 5 21H9C10.1046 21 11 20.1046 11 19V15C11 13.8954 10.1046 13 9 13H5ZM9 15H5V19H9V15ZM13 15C13 13.8954 13.8954 13 15 13H19C20.1046 13 21 13.8954 21 15V19C21 20.1046 20.1046 21 19 21H15C13.8954 21 13 20.1046 13 19V15ZM15 15H19V19H15V15Z" fill="#0A2ECC"></path>&nbsp;</svg>Channel Elements](https://academy.useinsider.com/docs/channel-elements) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M16.7855 5.44775L18.5522 7.21449L6.76674 19L5 19V17.2333L16.7855 5.44775ZM20.7308 6.56464C21.0897 6.92354 21.0897 7.50544 20.7308 7.86435L7.86435 20.7308C7.69199 20.9032 7.45824 21 7.21449 21L3.91903 21C3.41147 21 3 20.5885 3 20.081V16.7855C3 16.5418 3.09683 16.308 3.26918 16.1357L16.1357 3.26918C16.4946 2.91027 17.0765 2.91027 17.4354 3.26918L20.7308 6.56464ZM13 19C12.4477 19 12 19.4477 12 20C12 20.5523 12.4477 21 13 21H20C20.5523 21 21 20.5523 21 20C21 19.4477 20.5523 19 20 19H13Z" fill="#0A2ECC"></path>&nbsp;</svg>Action Elements](https://academy.useinsider.com/docs/architect-action-elements) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M3 5C3 3.89543 3.89543 3 5 3H11C12.1046 3 13 3.89543 13 5V7C13 7.55228 12.5523 8 12 8C11.4477 8 11 7.55228 11 7V5H5V11H7C7.55228 11 8 11.4477 8 12C8 12.5523 7.55228 13 7 13H5C3.89543 13 3 12.1046 3 11V5ZM21 19C21 20.1046 20.1046 21 19 21H13C11.8954 21 11 20.1046 11 19V17C11 16.4477 11.4477 16 12 16C12.5523 16 13 16.4477 13 17V19H19V13H17C16.4477 13 16 12.5523 16 12C16 11.4477 16.4477 11 17 11H19C20.1046 11 21 11.8954 21 13V19ZM7.70711 17.7071L17.7071 7.70711C18.0976 7.31658 18.0976 6.68342 17.7071 6.29289C17.3166 5.90237 16.6834 5.90237 16.2929 6.29289L6.29289 16.2929C5.90237 16.6834 5.90237 17.3166 6.29289 17.7071C6.68342 18.0976 7.31658 18.0976 7.70711 17.7071Z" fill="#0A2ECC"></path>&nbsp;</svg>Journey A/B Split](https://academy.useinsider.com/docs/architect-ab-split) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M10 3C8.89543 3 8 3.89543 8 5V9C8 10.1046 8.89543 11 10 11H14C15.1046 11 16 10.1046 16 9V5C16 3.89543 15.1046 3 14 3H10ZM14 5H10V9H14V5ZM5 13C3.89543 13 3 13.8954 3 15V19C3 20.1046 3.89543 21 5 21H9C10.1046 21 11 20.1046 11 19V15C11 13.8954 10.1046 13 9 13H5ZM9 15H5V19H9V15ZM17.7522 13.5688C17.5155 12.8104 16.4845 12.8104 16.2478 13.5688L15.8457 14.8566C15.7398 15.1958 15.4361 15.4254 15.0935 15.4254H13.7925C13.0263 15.4254 12.7077 16.4459 13.3276 16.9146L14.3801 17.7105C14.6573 17.9201 14.7733 18.2917 14.6674 18.6309L14.2654 19.9187C14.0286 20.6771 14.8627 21.3078 15.4826 20.839L16.5351 20.0432C16.8123 19.8335 17.1877 19.8335 17.4649 20.0432L18.5174 20.839C19.1373 21.3078 19.9714 20.6771 19.7346 19.9187L19.3326 18.6309C19.2267 18.2917 19.3427 17.9201 19.6199 17.7105L20.6724 16.9146C21.2923 16.4459 20.9737 15.4254 20.2075 15.4254H18.9065C18.5639 15.4254 18.2602 15.1958 18.1543 14.8566L17.7522 13.5688Z" fill="#0A2ECC"></path>&nbsp;</svg>Next Best Channel](https://academy.useinsider.com/docs/what-is-next-best-channel) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M12 5C11.4477 5 11 5.44772 11 6V11H6C5.44772 11 5 11.4477 5 12C5 12.5523 5.44772 13 6 13H11V18C11 18.5523 11.4477 19 12 19C12.5523 19 13 18.5523 13 18V13H18C18.5523 13 19 12.5523 19 12C19 11.4477 18.5523 11 18 11H13V6C13 5.44772 12.5523 5 12 5Z" fill="#0A2ECC"></path>&nbsp;</svg>Dynamic Content](https://academy.useinsider.com/docs/architect-dynamic-content-in-journeys) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M3 5C3 3.89543 3.89543 3 5 3H19C20.1046 3 21 3.89543 21 5V19C21 20.1046 20.1046 21 19 21H5C3.89543 21 3 20.1046 3 19V5ZM5 5H19V19H5V5ZM11 9C11 10.1046 10.1046 11 9 11C7.89543 11 7 10.1046 7 9C7 7.89543 7.89543 7 9 7C10.1046 7 11 7.89543 11 9ZM17 9C17 10.1046 16.1046 11 15 11C13.8954 11 13 10.1046 13 9C13 7.89543 13.8954 7 15 7C16.1046 7 17 7.89543 17 9ZM9 17C10.1046 17 11 16.1046 11 15C11 13.8954 10.1046 13 9 13C7.89543 13 7 13.8954 7 15C7 16.1046 7.89543 17 9 17ZM17 15C17 16.1046 16.1046 17 15 17C13.8954 17 13 16.1046 13 15C13 13.8954 13.8954 13 15 13C16.1046 13 17 13.8954 17 15Z" fill="#0A2ECC"></path>&nbsp;</svg>Components](https://academy.useinsider.com/docs/architect-components) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M17 5C17 4.44772 17.4477 4 18 4C18.5523 4 19 4.44772 19 5V19C19 19.5523 18.5523 20 18 20C17.4477 20 17 19.5523 17 19V5ZM11 13C11 12.4477 11.4477 12 12 12C12.5523 12 13 12.4477 13 13V19C13 19.5523 12.5523 20 12 20C11.4477 20 11 19.5523 11 19V13ZM6 8C5.44772 8 5 8.44771 5 9V19C5 19.5523 5.44772 20 6 20C6.55228 20 7 19.5523 7 19V9C7 8.44772 6.55228 8 6 8Z" fill="#0A2ECC"></path>&nbsp;</svg>Journey Analytics](https://academy.useinsider.com/docs/architect-analytics) [<svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg">&nbsp; <path fill-rule="evenodd" clip-rule="evenodd" d="M21 12C21 16.9706 16.9706 21 12 21C7.02944 21 3 16.9706 3 12C3 7.02944 7.02944 3 12 3C16.9706 3 21 7.02944 21 12ZM19 12C19 15.866 15.866 19 12 19C8.13401 19 5 15.866 5 12C5 8.13401 8.13401 5 12 5C15.866 5 19 8.13401 19 12ZM12 17C12.5523 17 13 16.5523 13 16C13 15.4477 12.5523 15 12 15C11.4477 15 11 15.4477 11 16C11 16.5523 11.4477 17 12 17ZM11.2115 9.3343C11.0602 9.54447 11 9.82669 11 10C11 10.5523 10.5523 11 10 11C9.44772 11 9 10.5523 9 10C9 9.50664 9.13978 8.78887 9.58847 8.1657C10.0739 7.49153 10.8741 7 12 7C13.1259 7 13.9261 7.49153 14.4115 8.1657C14.8602 8.78887 15 9.50664 15 10C15 10.6891 14.7015 12.0412 13.4169 12.6848C13.2426 12.7721 13.1164 12.8673 13.0456 12.9466C13.0167 12.9791 13.0045 12.9996 13 13.0094C12.9949 13.5574 12.5491 14 12 14C11.4477 14 11 13.5523 11 13C11 11.8349 11.9678 11.1737 12.5211 10.8966C12.6809 10.8165 12.7972 10.685 12.8807 10.5076C12.9692 10.3196 13 10.12 13 10C13 9.82669 12.9398 9.54447 12.7885 9.3343C12.6739 9.17513 12.4741 9 12 9C11.5259 9 11.3261 9.17513 11.2115 9.3343Z" fill="#0A2ECC"></path>&nbsp;</svg>FAQ](https://academy.useinsider.com/docs/faq-about-architect)