OfferFit is a recent entrant in one of the most exciting new categories in marketing technology: AI Decisioning. Braze acquired the company in a $325M acquisition, assisting brands to transform how they personalize, optimize, and scale their customer experiences using data-driven intelligence that gets smarter with every interaction.
Forget static segments and rigid rules. AI Decisioning unlocks continuous optimization across lifecycle campaigns, helping you extract more value from your data and drive real business outcomes. In this article, we’ll dive into how OfferFit works and why it’s just the beginning for AI Decisioning.
What is OfferFit?
OfferFit is an AI Decisioning platform that replaces traditional A/B testing with self-learning agents powered by reinforcement learning. By continuously experimenting with messages, creative channels, and timing, OfferFit enables one-to-one personalization, optimizing decisions for each customer and driving towards a single business outcome.
Founded in 2020 by Cornell University mathematics graduates Victor Kostyuk and George Khachatryan, OfferFit was born out of firsthand experience. Both founders, with backgrounds in AI and extensive work across various industries, saw that traditional personalization methods were failing. They realized that a new, AI-driven approach could transform customer engagement, making personalization smarter, faster, and more impactful.
What makes OfferFit powerful is its ability to automate experimentation at scale—something that would be impossible for humans to achieve manually. By unlocking value from your data, the platform helps you deliver customer experiences and improve key metrics like conversion rates and customer lifetime value.
As AI Decisioning platforms become more widely adopted, companies increasingly turn to solutions that move beyond static personalization strategies and embrace continuous learning models.
How does OfferFit work?
At the core of OfferFit is a sophisticated reinforcement learning system built around contextual bandits. These contextual bandits, common with AI Decisioning technology, allow OfferFit to experiment with different marketing combinations autonomously. The system tests new strategies while leveraging proven ones, learning from outcomes to continuously refine its recommendations.
The bandits predict expected rewards, such as conversions or revenue impact, and select marketing actions based on customer data. For example, if a customer frequently clicks on product recommendation emails but rarely engages with discount offers, the bandit might prioritize sending more personalized product recommendations to that customer instead of discount promotions, aiming to maximize the expected reward of a purchase.
Data is another critical component that powers OfferFit’s decisioning. OfferFit uses your customer data to better understand preferences, identify optimal matches, and recommend the best marketing actions. OfferFit ingests your data, typically by exporting sensitive customer data from secure environments and transferring it into OfferFit’s infrastructure via SFTP uploads. This can introduce additional complexity, compliance risks, and governance challenges, especially if you’re subject to strict data residency or privacy regulations. Other AI Decisioning platforms can sit directly on top of your data warehouse and help minimize these risks by eliminating unnecessary data movement and giving you more control over your sensitive information.
Offerfit processes your data in their infrastructure through their reinforcement learning engines. The bandit algorithm evaluates potential actions across multiple dimensions to initiate testing and generate the optimal message for each customer. While marketers are still involved in defining goals, constraints, and available actions that the system can choose from, OfferFit is a SaaS platform with significant service components, and the platform restricts you to optimizing to a single decision.
OfferFit operates primarily as a managed service, meaning much of the optimization logic is abstracted away from users. This can limit hands-on control and transparency into how decisions are made. Additionally, the user interface is minimal, which may pose challenges for marketing teams accustomed to more intuitive visual tools, granular reporting, or creative testing dashboards. In contrast, tools like Hightouch sit directly on top of your existing data infrastructure and are designed to be self-serve, giving teams more control, flexibility, and transparency without needing to rely heavily on managed services.
After the system completes its processing cycle, the resulting content recommendations are delivered to external marketing tools, such as CDPs and ESPs like Salesforce or Braze, where they are activated as personalized campaigns. The AI Decisioning layer is critical in orchestrating personalized marketing at scale—deciding who should receive a message, through which channel, with what content, and at what time. In this way, AI Decisioning becomes the intelligence layer behind your marketing stack, dynamically optimizing engagement decisions across customer touchpoints.
OfferFit use cases
OfferFit personalizes customer interactions across a wide range of touchpoints. The AI-driven approach enables you to optimize customer engagement in diverse scenarios, whether it's choosing the right message, channel, timing, or incentive. This is why AI Decisioning has become a powerful tool for improving personalization strategies across the customer journey.
- Cross-sell and up-sell: OfferFit identifies the best products or services for each customer, increasing lifetime value (LTV) by personalizing offers based on customer behavior and preferences.
- Renewal and retention: OfferFit tailors renewal and retention strategies by predicting which offers will resonate most with each customer. Instead of relying on standard discounts, it can suggest alternatives like locked-in rates, complimentary products, or other incentives.
- Repeat purchase: OfferFit drives repeat purchases by personalizing the right combination of offers, timing, and messaging based on customer behavior.
- Win back: OfferFit personalizes win-back campaigns across channels like ads, content, and emails, tailoring messages to each customer’s preferences to maximize reactivation.
- Referral: OfferFit optimizes referral programs by personalizing incentives and communication strategies for each customer, increasing their chances to refer others.
- Lead nurturing and conversion: OfferFit acts like a personalized AI agent for each lead, dynamically adapting follow-ups based on customer behavior.
- Loyalty and engagement: OfferFit optimizes loyalty programs by personalizing communications and rewards based on each customer’s preferences and behavior.
OfferFit benefits
- Daily, customer-level decisions: OfferFit analyzes your customer data and generates personalized recommendations at the individual level every day. These daily outputs can include dynamic variations in message content, product offerings, incentives, channel selection, optimal send timing, and frequency of communication. You can then feed these recommendations into your internal systems, content creation processes, or service providers to deliver highly tailored experiences.
- Flexible data ingestion: While OfferFit can ingest data from sources like customer data platforms (CDPs), data warehouses, and static files, its reliance on these formats means that integration may still require additional setup or adjustments to your existing infrastructure before its reinforcement learning system can be effectively used.
- Integration with ESPs: OfferFit offers native integrations with major email service providers (ESPs) such as Braze, Salesforce, and Iterable, allowing you to quickly activate personalized messaging across your marketing stack.
Best OfferFit alternatives
OfferFit isn't one-size-fits-all. Depending on your priorities, like control, usability, or ecosystem fit, these AI Decisioning platforms may be worth exploring.
Hightouch
Hightouch is a composable AI Decisioning platform that enables true one-to-one personalization across all your marketing channels. Hightouch provides a truly self-service UI that gives you complete control over how AI Decisioning is deployed, customized, and scaled within your business.
Hightouch sits directly on your existing data infrastructure, so the AI can personalize using the freshest, most complete customer data without relying on siloed systems or tedious file uploads.
Like OfferFit, Hightouch uses reinforcement learning to create a continuous feedback loop, allowing you to optimize for multiple business outcomes and make decisions at the individual customer level that far exceed what traditional A/B testing can achieve. Plus, you gain deep behavioral insights by uncovering hidden patterns in customer activity—insights you can use to strengthen all of your marketing efforts across every channel.
Movable Ink
Movable Ink is an AI decision-making platform specializing in email and mobile personalization. The platform leverages AI to dynamically optimize message selection and personalize content, aiming to drive stronger business outcomes. However, because Movable Ink operates primarily as a managed service, it may not appeal to marketers looking for a self-serve or highly customizable platform. The platform also integrates generative AI capabilities, such as automated subject line creation, to accelerate content production and experimentation.
Aampe
Aampe provides an agentic AI infrastructure designed to deliver personalized experiences across channels such as email, push notifications, mobile push, and SMS. Its approach involves tagging content and deploying AI agents to monitor individual customer engagement. Through continuous learning, Aampe’s system adapts to evolving customer preferences, refining engagement strategies over time. Unlike traditional segmentation or rule-based systems, Aampe emphasizes autonomous adaptation at the individual customer level.
Closing thoughts
When choosing an AI Decisioning platform, it’s important to consider how much control and flexibility you need over your customer engagement strategies. Some platforms may limit your ability to move quickly, customize experiments, or work directly with your own data.
If you want a solution that puts you fully in control, with a self-serve interface, direct access to your customer data, and the freedom to experiment and scale on your terms, Hightouch is built for you.
Ready to see how Hightouch can transform your personalization efforts? Book a demo with our team today.
