GrowthFactor Agent
The GrowthFactor Agent is a conversational AI analyst built into the GrowthFactor app. Ask it a question in plain English and it carries out the work using the same tools you'd use yourself — finding sites, scoring locations, pulling demographics, running cannibalization, fetching foot traffic, and assembling trade zones — then surfaces the results as text, tables, and work on your study map.
Opening the Agent
The agent lives inside a study. Open a study and the agent panel is already there on the left, beside the map. Get to one from the Study tab of the sidebar: New study, All studies, Shared studies, or anything under Recents. See Studies Overview.
Three controls sit in the panel header:
History — your saved conversations. See Conversation history below.
New Chat — starts a fresh thread.
Collapse Agent — tucks the panel away and gives the map the full width. An Agent pill appears in the top-left corner to bring it back.
Drag the panel's right edge to widen it. Drag it narrower than its starting width and it collapses.
When the map has drifted from the study's pins and shapes, a Fit map to study button appears at the bottom of the panel. Click it to re-center the map on everything in the study.
A study with no conversation yet opens on a few starting points: prompts about your portfolio, and cards for the deals you touched most recently.
This is the Market Planning experience. Without Market Planning access, the agent is a standalone Agent item in the sidebar and works against a map of your sites rather than a study.
What you can ask
The agent is best at the kinds of questions you'd otherwise click through several screens to answer. A few starting points:
Find sites — "Find me three candidate sites in Charlotte with strong daytime population and low cannibalization."
Score a location — "Score 1234 Main St, Austin, TX."
Pull demographics — "What's the median household income in a 3-mile ring around 500 5th Ave, NYC?"
Pull foot traffic — "What's the weekly foot-traffic trend for the Starbucks at 200 Park Ave?"
Profile an area you've drawn — "What are the demographics inside S1?" Demographics, foot traffic, and the brands present all work on a drawn shape, not just a point.
Compare options — "Compare the trade-area demographics for these three addresses."
Run a forecast — "Forecast sales for this pin." The agent asks which of your workspace's models to run and collects the inputs that model needs. See Sales Forecast.
Work your pipeline — "How many deals are in my pipeline right now?" or "Create a deal at 1234 Main St." It only writes to a deal or store when you ask it to, using values you gave it, and creating or updating a deal or site pauses for your approval first — see Approving sensitive actions.
Ask a broad question and it will plan rather than stall. "Where should I open next in Boston?" comes back with a shortlist of corridors to evaluate and a plan for how to compare them, so you can swap candidates before any analysis runs.
How results show up
Text and tables — answers appear inline in the chat, with tables for side-by-side comparisons
Tool cards — each step the agent takes appears as its own card, marked Running then Done. Expand one to see exactly what it sent and what came back
Work on the study — pins, trade zones, and shapes the agent creates are part of the study, listed in the Study panel under Pins & Trade Zones and Shapes & Boundaries and toggleable from the Layers tab. They behave like anything you drew yourself
Streaming responses — a thinking indicator shows between submit and the first response, and answers stream in as the agent works
Approving sensitive actions
Creating or updating a deal, creating or updating a site, and deleting a pin, shape, or annotation all need your OK first. A card appears above the message box naming the action — Create deal?, Update deal?, Create site?, Update site?, Delete entity?, or Delete annotation? — along with the details it's about to use. Choose Approve to run it or Cancel to stop it.
If the agent proposes several of these at once, decide on all of them before any run. Sending a new message instead cancels whatever's still pending.
Building trade zones on the map
The agent builds on your map. Everything it draws behaves like anything you drew yourself, so you can keep refining it or hand it off. For the mechanics by hand, see Pins and Shapes. What follows is how to ask for them.
Drop or move a pin — "Drop a pin at 222 Third St, Cambridge," or "Move P1 to Back Bay." The agent geocodes the address itself, so you don't need to add the pin first, and anything linked to a moved pin refreshes to match.
Draw a trade zone — "Draw a 10-minute drive-time zone around it." Works with drive-time, walk-time, ring, or foot-traffic definitions. Pointed at an address with nothing pinned there yet, it anchors the zone to a new pin and tells you it did.
Draw a trade zone on an existing store — "Draw a 10-minute drive-time zone around my Springfield store." The agent anchors the zone to the store in your portfolio rather than dropping a duplicate pin.
Link a shape you already drew — "Make S1 a trade zone for P2," or link it to one of your stores. Only shapes you drew by hand qualify; a shape an analysis produced can't be re-anchored.
Combine shapes into a territory — "Merge the trade zones for my three downtown stores," "show me where S1 and S2 overlap," or "trim S1 by cutting out S2." Refer to shapes by their on-map label; each combine replaces its inputs with a single result.
Finding your whitespace
Subtracting your coverage from the market you're planning against is the fastest way to see uncovered demand. Extract the boundary yourself first (see Shapes), then ask the agent to merge your store trade zones and cut the result out of it — what's left is the part nobody serves yet.
Cannibalization
Point the agent at a candidate pin and it compares that pin's trade zone against every other pin, drawn area, and existing store in the study — not just a single pair.
"How much would this new pin cannibalize my other candidates and existing stores?"
"Would this pin overlap any of my portfolio stores?"
The result is a table: the overlap for each contributor plus a combined total. The agent adds no layer for cannibalization — the overlapping trade zones are already on the map as shapes, so you read the geography and the numbers side by side. Asked this way, the target always has to be a pin; to run it from a store, use the side panel described in Shapes.
Both sides need a trade zone drawn in the study — pins and stores alike, with no fall back to the workspace default. Anything without one is skipped, and the agent will offer to draw the missing zones first.
Annotating your work
The agent can mark up a study so your analysis is easy to follow later or hand to a teammate. See Annotations and Comments for how notes and comment threads behave.
Leave a note — "Add a note explaining why we ruled this corner out," or ask it to reply in a thread that's already going. Notes it writes are attributed to the agent, not to you.
Rename — "Rename S1 to 'North Austin.'" Names are capped at 16 characters and have to be unique within the study.
Restyle — "Turn P1 green" or "Give S1 a dashed orange border." Pins take a color; shapes take a fill color and a solid, dashed, or dotted border.
Clean up — "Delete P3," or ask it to remove a note you no longer need. Deleting always pauses for your approval first — see Approving sensitive actions — and if the thing was created by an analysis, the agent also warns you beforehand, since deleting it removes everything else that analysis produced.
Conversation history
Each study keeps its own conversation. Reopen the study and your thread loads back exactly as you left it, so you can build on earlier turns instead of restating context.
History lists every conversation you've saved in the current workspace, newest first. Pick one to load it into the panel — do that inside a study and the study starts following that conversation instead. Hover a row to delete a conversation you no longer want; deleting is permanent.
Memory
Separate from a single conversation's history, the agent remembers useful context about you and your team across conversations. Tell it once that you're focused on drive-thru sites, that daytime population matters most to your model, or that you're expanding in the Southeast, and it carries that forward the next time you talk — you don't have to repeat yourself.
What it remembers — durable facts and preferences you share (your criteria, focus markets, how you like results framed), not the raw numbers from any one analysis.
Part yours, part your team's — every memory is stored against both you and the workspace you were working in. Yours follow you into any workspace you open, and a teammate working in that same workspace can surface what you told the agent there.
Always improving your results — the more it learns about how your team evaluates sites, the more tailored its analysis gets.
Submitting feature requests
You can ask the agent to pass along a feature request or piece of feedback to the GrowthFactor team. Before anything is sent, the agent confirms the request with you—showing you what it's about to submit so you can approve or refine it first. Nothing is filed automatically.
Workspace context
The agent reads context from the active workspace you're in:
Site Score lenses and weights
Default trade-zone definition
Demographic variables
Brand-specific model defaults
If you're in a sub-workspace, the agent uses that sub-workspace's context, not the root workspace's. To run a question against a different workspace's context, switch workspaces first.
You can also ask the agent to use a specific trade zone in your question (e.g., "use a 5-minute drive time"), and it will use that instead of the workspace default for that turn.
What the agent can see
The agent works with your own account and permissions — if you can't see a site, store, or study in the app, neither can the agent. A few specifics worth knowing:
Your portfolio — the agent can read stores and deals from every workspace you have access to, not only the one you're currently in. Configuration like Site Score lenses and the default trade zone still comes from the active workspace.
Your conversation is yours — a teammate opening the same study starts their own thread. They can't see your chat, and you can't see theirs.
What it remembers is shared with your workspace — see Memory above. Anything you tell the agent can surface for a teammate working in the same workspace.
Read-only studies — the agent panel doesn't appear in a study you only have view access to, or in an archived study. Unarchive the study to get it back.
Tips for good results
Be specific about location — full addresses or named places work better than vague descriptions
Specify the trade zone if the default isn't what you want
Refer to what's on the map by its label — "P1," "S1," or a name you gave it — rather than re-describing the location
Share feedback — the agent is new and improving quickly; let us know what worked and what didn't at analyst@growthfactor.ai
Agent vs. the MCP
The Agent is the best place to build a market strategy — it draws and combines trade zones on your study map, runs cannibalization against every pin and store in a study, and remembers your work across sessions. When you'd rather work inside the AI tool you already use, or turn a finished strategy into a committee-ready deck, reach for the GrowthFactor MCP instead. See MCP vs. the GrowthFactor Agent for a full comparison.
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