Section 1 · Website AI Salesperson

1.1Smart opening by page/source

Built in the POC

No.: 1.1
DMA's reference: Decision Book p.10
Phase: Phase 1
Autonomy: L4 · Autonomous
DMA's decision: Yes

What DMA asked for · Decision Book p.10

The chat's first message should match the page the visitor is on and how they got there. Someone who clicked a paid ad gets an ad-aware opener, not a generic hello.

Why it matters to DMA: A first line that fits what the visitor came for gets more replies, and the visitor feels understood straight away.

In our words, from DMA's Product Decision Book v3, page 10.

How we do it

When the chat opens, the widget sends the address of the page the visitor is on, plus any campaign tags on the link (the utm_campaign and utm_term that ads and emails carry).
A small set of rules reads the page path and those tags and picks one of DMA's approved openers: search and SEO, paid ads, pricing, or a general opener for everything else.
No AI call is needed, so the opener appears in under a second. It follows a first line that says plainly the visitor is talking to DMA's AI assistant and that a person from DMA can join any time; the header keeps that label and a "Talk to a person" button on screen for the whole chat.
The opener the chat used and the page the visitor started on are saved with the conversation. If the visitor becomes a lead, the page and campaign go onto the Nutshell lead as its source.

The flow

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 6

A visitor arrives

Someone clicks a Google ad for local SEO and lands on the matching page, with the ad's campaign tag on the link.

Person
Screen
Rule in code
Stored data
Nutshell

Where the data goes

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1Website chat
Source
The page address and campaign tags, sent when the chat opens.
2Sync
Copies Nutshell changes into the bridge database
Mirrors the lead back from Nutshell after it is written.
3Bridge database
A copy of the CRM data, plus what the AI works out
Stores the conversation, its starting page and the opener used.
4AI
Claude models, only through DMA's own gateway
Not used for the first line: rules choose it, so it is instant.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Carries the source page and campaign onto the new lead.
6Nutshell
The system of record
The lead shows where the visitor started.

The tables behind it

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
conv.conversations	One row per chat: the channel, the page it started on, its stage and the AI version that ran it.	22
conv.messages	Every line of the chat, encrypted. The opener's line records which approved opener was used.	21
agent.runs	One row per AI session, with its token use and cost.	17

How the tables connect (7)

Column	Points to	Kept by
conv.conversations.agent_version_id	agent.agent_versions	The application (by id)
conv.messages.conversation_id	conv.conversations	The database (foreign key)
conv.messages.participant_id	conv.participants	The application (by id)
conv.messages.decision_id	ctrl.decision_log	The application (by id)
conv.messages.agent_version_id	agent.agent_versions	The application (by id)
agent.runs.agent_version_id	agent.agent_versions	The application (by id)
agent.runs.conversation_id	conv.conversations	The application (by id)

Worked example

Synthetic demo data: every name, business and number is made up.

One visitor, opener by opener: the screen and the system side by side

1 / 5

What you see

1.The visitor opens the chat

They arrived from a local-SEO campaign link and click the chat button. The header says straight away that this is DMA's AI assistant.

The chat opened from a local-SEO campaign link: the SEO opener, with the AI disclosure in the header.

What happens in the system

Conversation servicePOST /session
The conversation service starts a chat with the page address and the campaign tag (local-seo). Nothing else about the visitor is needed.
Bridge databaseconv.conversations · conv.participants
A conversation row is created, with two participants: the visitor and the AI.
AI agentagent.runs
A website-salesperson session is prepared in the background, so the first real answer is quick. No AI call yet.

Right-hand values come from a real run of the POC on September 25, 2026 (trace tr_muh5sqrd142bp4fx0nhpf). Rows marked “sample” are illustrative.

Four visitors open the chat on different pages (synthetic examples). Each first sees the same disclosure line ("You're chatting with DMA's AI assistant. A person from DMA can join any time"), then the opener for their topic.

Which opener each visitor sees after the disclosure

Page the chat opened on	Campaign tag	Topic picked	First message
/local-seo	none	Search and SEO	Hi, I'm DMA's AI assistant. Want me to take a quick look at your site's SEO? Paste your website address and I'll show you three things I'd fix.
/ (home page)	spring-ppc	Paid ads	Hi, I'm DMA's AI assistant. Are your ads bringing the right leads? Tell me a bit about your business, or paste your website and I'll take a quick look.
/pricing	none	Pricing	Hi, I'm DMA's AI assistant. Pricing depends on what you need, and a strategist covers it on a short call. Want me to look at your website first so the call is useful?
/about	none	General	Hi, I'm DMA's AI assistant. What does your business do, and what would you like more of: calls, leads or sales? Or paste your website and I'll show you three things I'd fix.

What is saved for the first visitor

Conversation: Website chat on /local-seo
Opener used: Search and SEO opener, version 1
Shown after: Under 1 second (no AI call)
Lead source in Nutshell: Page /local-seoWritten only if the visitor books a call or leaves an email.

In the running POC

1 / 3The chat opened from a local-SEO campaign link: the SEO opener, with the AI disclosure in the header.

1The header says this is DMA's AI assistant, with a "Talk to a person" button that stays on screen.
2The first message repeats it: an AI assistant, and a person from DMA can join any time.
3The opener matches the campaign: it offers a quick SEO look at the visitor's own site.

Website chat · widget test page, local-SEO campaign link. Captured from the running POC on September 25, 2026; synthetic data.

See it live

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
Chat opened from a local-SEO link	Website chat	Open the chat button at the bottom right: the SEO opener appears.
Chat opened from a paid-ads link	Website chat	Same page, ads campaign tag: the ads opener appears.
Live chats	DMA AI dashboard	Every open chat, the page it started on, and a Join button.

Status

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.