Reinvent your personalization and orchestration with AI
Stuck with stale segments? It's time to move from static lists to real-time relevance. On November 4, the MarTech Conference will show how AI makes this practical, free and online.
From static segments to context-aware intelligence
Old-school personalization leaned on demographics and past purchases. AI reads live intent, behavior, and context to decide the next best message, timing, and channel in seconds.
These systems scan micro-signals - scroll depth, session frequency, content affinity, geolocation - and update decisions on the fly. The result: fewer generic blasts, more moments that actually land.
- Switch from "weekly promo" to intent-based offers triggered by product views or pricing page activity.
- Adapt creative in real time: headline, image, and CTA variants that match current context, not yesterday's segment.
- Set guardrails: frequency caps, exclusion logic for recent buyers, and throttling during low inventory.
- Measure lift at the decision level (impression → click → action), not just campaign rollups.
Cross-channel orchestration that feels effortless
AI doesn't stop at the message. It coordinates email, web, mobile, ads, and chat so your story stays consistent wherever the customer shows up.
- Trigger an onsite message when an email is opened but no click occurs within 30 minutes.
- Auto-suppress paid media after a purchase and shift budget to high-intent cohorts still in-session.
- Use chat to answer objections detected from browse patterns, then pass context to email for a clean follow-up.
- Keep creative and offers coherent across placements, without manual handoffs.
Future-proof your personalization strategy
What feels advanced today becomes standard quickly. Build a foundation that keeps pace without constant rewrites.
- Data quality and consent first: unify IDs, define event naming, honor preferences across channels.
- Model governance: human review for prompts, bias checks, and clear escalation paths. See the NIST AI Risk Management Framework: NIST AI RMF.
- Test design that learns fast: holdouts by audience and channel, multi-armed bandits for creative, and weekly "kill or scale" reviews.
- Content ops built for speed: modular components, AI-assisted variants, and a single source of truth for offers.
- Team skills: upskill marketers on prompt writing, decision logic, and analytics. If you need a structured path, explore the AI Certification for Marketing Specialists.
What you'll get from the MarTech session
A live panel, "Reinventing your personalization and orchestration with AI," will cover real workflows and outcomes. Moderator Scott Gillum will be joined by Brian McKenna (VP of CRM, DMi Partners), Nathaniel Rounds (Lead Product Marketing Manager, Braze), and Sara Larsen (VP Marketing & Communications, Wolters Kluwer).
- How to move from persona-based campaigns to live decisioning.
- Where to automate, and where to keep a human in the loop.
- Playbooks for cross-channel sequencing without micromanagement.
- How to prep teams, data, and content for the next wave of AI agents.
Join the MarTech Conference, free and online, on November 4. Block the time, bring your use cases, and leave with a plan.
Your membership also unlocks:
