AMPscript is a scripting language utilized exclusively within Salesforce Marketing Cloud. It plays a crucial role in various content types such as emails, landing pages (CloudPages), and SMS/push messages.
By incorporating AMPscript into your content, you gain the ability to:
Display subscriber data and relational data within your content
Update, insert, and manipulate data within your data extensions
Perform calculations and make decisions, whether simple or complex, during content generation or at the time of sending
Construct row sets from a delimited string or XML
Employ advanced personalized messaging within your content
AMPscript provides the flexibility to meet most of your content requirements. However, it's important to note that personalization and dynamic content can still be achieved without extensive knowledge of AMPscript. The user interface in Content Builder offers some of these functionalities. However, familiarizing yourself with AMPscript will unlock additional features and capabilities.