Flows: Persona Update Node

the persona update step allows you to modify a customer's profile the moment they reach this step in a flow 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 add set 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