# About Hendrik

Hendrik is the AI growth engineer for in-house teams that run paid acquisition. It helps an advertising expert make a better business decision from advertising and commercial evidence, then carry an approved decision through to a measured outcome.

## The job Hendrik is built for

A team can see campaign delivery in an ad platform, but it often needs other evidence before it can make a safe decision. Hendrik brings eligible advertising, commerce, payment, analytics, CRM, lifecycle, and business-context evidence into one governed workspace. It records what changed, what evidence supports the explanation, what is unavailable, and what decision should be reviewed next.

## The control boundary

Hendrik starts read-only. It can recommend broadly, but it can make a provider change only where the provider path, write access, policy controls, and authenticated human approval are available. It is not an attribution oracle, generic dashboard, autonomous media buyer, or campaign-launching service.