Insights

RAG for marketing: connect answers to approved knowledge

Understand retrieval-augmented generation before building an internal assistant.

The key idea

RAG retrieves relevant material and supplies it as context for generation. It can improve grounding, but does not guarantee a correct or complete answer.

Our method

Choose a bounded document collection with owners, dates and permissions. Evaluate whether the right passages are retrieved before evaluating the generated response. Ask for source references and a clear abstention when the evidence is insufficient.

How to assess progress

Separate retrieval failures from generation failures. Test stale documents, conflicting instructions and unanswerable questions. Protect document permissions throughout retrieval and output.

Decision

Decide whether the main failure is finding the right knowledge or using retrieved knowledge correctly. RAG work should start with that diagnosis. Improving the generation prompt will not fix a collection that lacks the answer or a search process that repeatedly retrieves the wrong passage.

Exercise

Create a set of twenty questions with expected supporting passages, including product exclusions, older offers and similar names. Inspect the retrieved passages before showing any generated answer. Classify failures as missing source, wrong passage, insufficient context, conflicting versions or unsupported generation. Then change one retrieval or document preparation choice and repeat the affected cases.

Deliverable

Produce a retrieval test sheet with question, expected document, returned passage, version date, permission context and failure category. Pair it with an answer rubric covering faithful use of evidence, relevant citation and appropriate abstention. This gives document owners and technical owners separate, actionable repair lists.

Pitfall

Large chunks can contain the answer while burying it in irrelevant context; tiny chunks can remove the conditions that make a statement true. Inspect the actual passages rather than optimising only a retrieval score. Keep qualification, date and product scope attached to the claims they constrain.

The technology. The practical use.

Chatbots

An interface to ask questions, explore a brief or draft content with an AI model.

Read the guide

Agentic AI

An agent chooses steps and uses tools toward a goal, within defined permissions.

Read the guide

Workflows

A defined sequence connects tasks, tools and approval checkpoints.

Read the guide

Skills

Reusable instructions, examples and scripts teach an agent how your team does a task.

Read the guide

Official sources

Google Cloud · RAG

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