When to use:
Use AI for orchestration during campaign planning or customer
journey mapping stages. This is helpful when rolling out a new
personalized marketing initiative or feature release, ensuring all
customer touchpoints are covered. It’s also useful for lifecycle
marketing – e.g., planning onboarding sequences that adapt to
user behavior or re-engagement campaigns for lapsed users.
Essentially, whenever you need a coordinated personalization
strategy rather than one-off messages, bring in the AI.
Why it works:
Orchestrating personalization across channels is complex for
humans to do manually – it’s easy to end up with siloed efforts
(one team does email, another does web, and the customer gets
a fragmented experience). GenAI can take a holistic view, as
Example Prompt:
described in the prompt, and output a unified plan. It’s like having
“We’re launching a new feature in our
a marketing strategist who instantly considers all channels and
streaming service. Outline a personalized
user touchpoints. The AI can draw on known effective patterns
cross-channel campaign for a user who
(e.g., knowing that a follow-up SMS after an email can boost
loves sci-fi movies: what should our website
response) and tailor those to your specific scenario. The outcome
banner say to them, what push notification
is a consistent experience for the user, where each interaction
would they get, and what in-app
feels intelligently connected. This level of orchestration typically
recommendation would they see – all to
gives better results – customers are more likely to engage when
promote the new feature relevantly?”
messages are relevant and well-timed. By using AI, you drastically
reduce the time to create such detailed plans.
GenAI Quick-Win Playbook for Personalization
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