In our campaigns, we apply AI to improve the user experience and tailor each communication to their needs. Currently, Owned Media tools incorporate AI-powered functionalities to leverage this technology. Then it's a matter of training them to adapt to each database.
For example, in campaigns developed using Eloqua, we apply the fatigue module. The model evaluates historical account data to identify the fatigue level of each contact and predict the impact of a potential next send. Based on the contact's fatigue level, we define the next action: whether to send the message, use an alternative channel, or avoid sending it altogether. The process is applied at scale, thanks to the predictive model's use of AI (powered by our contacts' behavior), allowing us to go to one-to-one granularity; and then, as a strategic complement, we define the next action.
In another example, using Salesforce, we use Einstein (Salesforce's AI module) to incorporate Send Time Optimization (STO). The STO allows us to identify each user's preferred times and adjust one-to-one mailings to reach them at their preferred time. In this case, we built the complete automated journey for the campaign and incorporated acceptable time thresholds to integrate the STO and allow the AI to ultimately define the sending time for each communication to each contact.