• by Ray Schultz , June 9, 2022

Personalization platform Movable Ink has debuted a new technology for delivering individualized content. 

The new tool, Da Vinci, helps brands pursue a “mutually beneficial strategy that leads to higher customer lifetime value,” says Vivek Sharma, CEO and co-founder of Movable Ink. 

The product was unveiled at Movable Ink’s annual Think Summit conference. 

Da Vinci applies AI to build a map of a product and transactional space, the company says. This allows users to create a unique content discovery path for each customer and to use AI while maintaining create control, it adds.

The tool also streamlines email operations by automating decisions prior to “inevitable” calendar changes and approval delays, Movable Ink says. Brands can use a UL to decouple content creation from campaign setup and scheduling.

In addition, marketers can generate a personalized path of editorial and promotional content that customers are most likely to engage with, the company says, enabling feedback loops to inform creative.

Rejecting the idea that Da Vinci is a black-box approach to AI, the firm says marketers can promote products or categories that are integral to their brand identity or aspirational for the future.

"Between ever-changing consumers' tastes and needs, and the laborious work required of brands to reach every customer, the marketer's struggle has become insurmountable," said Sharma.

Sharma adds that "existing campaign processes are outdated and focus on next-best actions and short-term customer value, leaving revenue and relationship-building opportunities on the table.