AI agent for marketing & go-to-market. Like Claude Code, but for growth.
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Gary is an open-source CLI agent that helps you with marketing and go-to-market tasks. It connects to your marketing platforms, runs research, writes copy, audits funnels, and executes strategy -- all from your terminal.
Think of it as having a senior marketing hire that can:
- Audit your SEO and give prioritized fixes
- Write landing page copy grounded in your product context
- Analyze competitor positioning and find gaps
- Plan launch strategies with specific channel recommendations
- Optimize conversion funnels with data-backed suggestions
- Research market trends and benchmark data
- Connect to your analytics, ads, email, and CRM platforms
- Bun v1.0+ (the JavaScript runtime)
- At least one LLM API key (OpenAI, Anthropic, Google, xAI, or use Ollama for free local models)
# 1. Clone the repo
git clone https://github.com/deorbiting/gary.git
cd gary
# 2. Install dependencies
bun install
# 3. Set up your API keys
cp env.example .envOpen .env and add at minimum one LLM key:
# Pick one (or more):
OPENAI_API_KEY=sk-...
ANTHROPIC_API_KEY=sk-ant-...
GOOGLE_API_KEY=AI...Optionally add keys for your marketing platforms (analytics, SEO, ads, email, CRM, payments). See env.example for the full list.
Or run /init after starting Gary for a guided setup wizard.
bun run startOr in watch mode during development:
bun run devGary is an interactive CLI agent. Type your marketing question or task and press Enter. Gary will use its tools and skills to research, analyze, and execute.
Audit my landing page at https://example.com and suggest improvements
Write a cold email sequence for a B2B SaaS targeting CFOs
What are the top 10 keywords my competitor ranks for that I don't?
Create a launch strategy for a new feature targeting enterprise users
Analyze my signup funnel and find the biggest drop-off points
Run any skill or tool directly from the command line:
/skill seo-audit https://example.com # Run SEO audit on a site
/skill copywriting # Run the copywriting skill
/skill cold-email B2B SaaS targeting CFOs # Write cold emails for an audience
/skill launch-strategy # Plan a product launch
/tool web_search competitor analysis # Search the web
/tool web_fetch https://example.com # Fetch and read a page
/tool browser https://example.com # Screenshot a live site
/tool marketing_search GA4 traffic # Query your analytics
Without arguments, /skill and /tool list all available options.
Type / to see autocomplete suggestions. Available commands:
| Command | Description |
|---|---|
/init | Set up Gary (API keys, platforms, context) |
/help [command] | Show commands, or detailed help for a specific command |
/model | Switch LLM provider and model |
/skill <name> [args] | Run a specific marketing skill |
/tool <name> [args] | Run a specific tool directly |
/skills | List all loaded marketing skills |
/tools | List all available tools |
/mcp | Manage MCP (Model Context Protocol) servers |
/config | Show current configuration |
/context | Show product marketing context status |
/history | Browse past conversations |
/export [filename] | Save last response to a markdown file |
/clear | Clear conversation history |
/exit | Exit Gary |
| Key | Action |
|---|---|
Enter | Submit query |
Escape | Cancel current operation / close overlay |
Ctrl+C | Cancel or exit |
Up/Down | Navigate input history |
Tab | Accept autocomplete suggestion |
? | Show keyboard shortcuts & commands overlay |
Gary supports 8 LLM providers. Switch anytime with /model:
| Provider | Models | Env Variable |
|---|---|---|
| OpenAI | gpt-5.2, gpt-4.1, etc. | OPENAI_API_KEY |
| Anthropic | claude-4.5-sonnet, claude-haiku, etc. | ANTHROPIC_API_KEY |
| gemini-3-flash, gemini-2.5-pro, etc. | GOOGLE_API_KEY | |
| xAI | grok-4-1, grok-4-1-fast, etc. | XAI_API_KEY |
| DeepSeek | deepseek-chat, deepseek-reasoner | DEEPSEEK_API_KEY |
| Moonshot | kimi-k2, etc. | MOONSHOT_API_KEY |
| OpenRouter | Any model on openrouter.ai | OPENROUTER_API_KEY |
| Ollama | Any local model | OLLAMA_BASE_URL |
Gary ships with 33 marketing skills that provide specialized workflows and best practices:
| Category | Skills |
|---|---|
| SEO | seo-audit, ai-seo, programmatic-seo, site-architecture, schema-markup |
| Copy & Content | copywriting, copy-editing, cold-email, email-sequence, social-content, content-strategy |
| CRO | page-cro, signup-flow-cro, onboarding-cro, form-cro, popup-cro, paywall-upgrade-cro |
| Ads | paid-ads, ad-creative |
| Analytics | analytics-tracking, ab-test-setup |
| Strategy | marketing-ideas, marketing-psychology, launch-strategy, pricing-strategy, competitor-alternatives, product-marketing-context |
| Research | social-research |
| Growth | free-tool-strategy, referral-program, churn-prevention |
| Sales | revops, sales-enablement |
Skills are loaded automatically. Use /skills to list them, or /skill <name> to run one directly.
Create a SKILL.md file in any of these locations:
.gary/skills/<skill-name>/SKILL.md # Project-level
~/.gary/skills/<skill-name>/SKILL.md # User-level (all projects)
.agents/skills/<skill-name>/SKILL.md # Compatible with npx skills add
Each SKILL.md has YAML frontmatter with name and description, followed by markdown instructions that guide Gary's behavior when the skill is activated.
Connect to your marketing stack via API keys in .env:
| Category | Platforms |
|---|---|
| Analytics | GA4, PostHog, Mixpanel, Amplitude |
| SEO | Ahrefs, SEMrush, Google Search Console |
| Ads | Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads |
| Mailchimp, Klaviyo, Resend, SendGrid | |
| CRM | HubSpot, Intercom |
| Payments | Stripe, Paddle |
| Search | Exa, Perplexity, Tavily |
Gary supports MCP servers for extending its capabilities with external tools. Manage servers with /mcp or configure them in .gary/mcp.json:
{
"mcpServers": {
"server-name": {
"command": "npx",
"args": ["-y", "@some/mcp-server"],
"env": { "API_KEY": "..." }
}
}
}Config locations (project-level overrides user-level):
.gary/mcp.json(project)~/.gary/mcp.json(user)
Gary reads your product marketing context from .agents/product-marketing-context.md to personalize all advice. Run /init for guided setup, or use /skill product-marketing-context to set this up -- it will interview you about your product, audience, positioning, and competitors, then generate the context file.
| Tool | Description |
|---|---|
marketing_search | Query connected marketing platforms (analytics, SEO, ads, email, CRM) |
web_search | Research competitors, trends, benchmarks via Exa/Perplexity/Tavily |
web_fetch | Read and analyze any web page (HTML to markdown) |
browser | Audit live websites with Playwright (screenshots, interaction) |
read_file | Read local files for analysis |
write_file | Create marketing assets, reports, documents |
edit_file | Modify existing files |
skill | Run specialized marketing workflows |
src/
├── agent/ # Core agent loop, prompts, scratchpad
├── model/ # Multi-provider LLM abstraction
├── tools/
│ ├── marketing/ # Marketing platform integrations
│ ├── search/ # Web search (Exa/Tavily/Perplexity)
│ ├── browser/ # Playwright web scraping
│ ├── fetch/ # Web page reader
│ └── filesystem/ # File operations
├── skills/ # 32 built-in + custom skill discovery
├── mcp/ # MCP client and config management
├── commands/ # Slash command system
├── components/ # Terminal UI components
├── controllers/ # Agent runner, model selection, input history
└── utils/ # Config, caching, tokens, logging
| Path | Purpose |
|---|---|
.env | API keys for LLMs and marketing platforms |
.gary/settings.json | Model preferences, tool limits |
.gary/mcp.json | MCP server definitions |
.gary/messages/ | Persisted chat history |
.gary/cache/ | Tool result cache |
.agents/product-marketing-context.md | Your product context |
SOUL.md | Gary's personality and marketing philosophy |
bun run dev # Watch mode
bun run typecheck # Type checking
bun test# Run testsPolyForm Noncommercial 1.0.0 — free to use, modify, and share for any noncommercial purpose. Commercial use requires permission from the author.
- Agent architecture adapted from Dexter by Virat Singh (MIT)
- Marketing skills by Corey Haines (MIT)
- TUI framework: pi-tui by Mario Zechner