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Flows: Persona Update Node

The Persona Update step allows you to modify a customer's profile the moment they reach this point in a Flow.

Updated today

This feature is currently in BETA, expected March 2026.

All updates occur automatically when the step is triggered. You can:

  • Update (set) custom attributes

  • Delete custom attributes

  • Add new custom attributes

  • Force opt-out from specific communication channels

This step is commonly used to:

  • Mark lifecycle transitions (e.g. “VIP”, “Churn Risk”)

  • Store behavior-based flags

  • Suppress contacts from specific channels

  • Clean up temporary traits

Custom Attributes

Custom attributes allow you to store structured data on a contact’s profile.

Examples:

  • VIP Status = true

  • Acquisition Source = In-Store

  • Loyalty Tier Override = Gold

Within a Persona Update step, you can manage custom attributes in three ways:

Add Custom Attributes

Creates new custom attributes on the contact.

Use this when:

  • The attribute may not already exist

  • You want to append a new key/value pair

If the attribute does not exist, it will be created.
If it already exists, it will still be processed according to backend rules (see Processing Order below).

Set Custom Attributes

Updates the value of existing custom attributes.

Use this when:

  • You want to overwrite a value

  • You want to ensure a specific value is applied

Example:

  • VIP Status → set to true

  • Current Flow Step → set to Post-Purchase

Delete Custom Attributes

Removes a custom attribute from the contact profile by key.

Use this when:

  • A temporary flag is no longer needed

  • You want to clean up attributes after a Flow completes

  • You want to prevent future segmentation based on that attribute

What Happens If Multiple Updates Modify the Same Attribute?

If multiple updates exist within the same Persona Update node and they affect the same attribute, AIQ processes them in a defined backend order.

The execution order is:

  1. Add

  2. Set

  3. Remove

This means:

  • All Add operations run first

  • Then all Set operations run

  • Then all Remove operations run

Important Behavior

  • If both Add and Set modify the same attribute, the Set value will win.

  • If an attribute is included in Remove, it will be removed after Add and Set complete.

  • There is no manual reordering inside the node.

  • The system does not use “last item in list wins” logic.

Example:

If a node contains:

  • Add → VIP = false

  • Set → VIP = true

  • Remove → VIP

Final result:
The VIP attribute will be removed.

Force Channel Opt-Out

You can force a contact to opt out of specific communication channels when they reach this step.

Available channels:

  • Text (SMS)

  • Email

  • Voice

  • Push

  • Browser

When enabled, the contact will immediately be opted out of the selected channel(s).

Important Notes

  • This is a hard opt-out action.

  • It overrides prior subscription status.

  • It should be used carefully, especially for compliance-sensitive channels like SMS.

Best Practices

  • Avoid modifying the same attribute in multiple sections of the same node unless intentional.

  • Use Set for deterministic updates.

  • Use Delete for cleanup logic.

  • Be cautious with forced opt-outs, as they immediately suppress future messaging.

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