Next-Best-Action

Definition. The agent's decision, given the current account state and signals, of the single most valuable next move — which channel, which message, which person, or an internal alert to a rep. The 'act' output of the agent loop, chosen rather than triggered.

@misc{shalvi_gtm_next_best_action,
  author = {Singh, Shalvi},
  title  = {Next-Best-Action — GTM World Model Glossary},
  year   = {2026},
  url     = {https://shalvisingh.com/gtm/glossary/next-best-action}
}