AI Decisioning leverages AI to enhance lifecycle marketing by automating campaign targeting and message personalization while keeping marketers in control.
You define a whitelisted set of content, from your existing marketing engagement tools, that Hightouch is allowed to send, along with variations like alternate subject lines, images, copy, products, and offer amounts. Hightouch will test all these different creative variants, learn which variants resonate with which types of users, and then continuously personalize each user’s experience based on these learnings.
A shift in marketing
AI Decisioning represents a paradigm shift in how marketers experiment and personalize at scale. In the old ways, marketers define specific segments of users and map out detailed journeys for each segment. These journeys try and account for countless variations in user behavior and preferences, but they quickly become unwieldy resulting in a spider web of journey paths sprawled across a huge decision tree.
With AI Decisioning, marketers focus on defining the goals, creative, and guardrails while AI agents determine what the optimal experience is for each individual user.
