• by Laurie Sullivan , Staff Writer @lauriesullivan, October 9, 2024

Imagine interacting with so many AI agents that you would need a filter to determine what gets through to you and what doesn't.

Like a spam filter in an email inbox, but in this case Jon Hyman, Braze co-founder and CTO, described a feature that does not yet exist, but thinks one day it will.

See the CTO title after his name. Pay close attention.

"You already have spam filters in Gmail, but presumably you will have your own agent," Hyman said. "The agent will decide what is meaningful or not. Push notifications will be filtered. At some point I wonder if Apple will say, there's no reason for the person to get the message. It's not relevant to her. She won't be interested."

Marketers have heard this song repeatedly, but AI will only increase the need to be more relevant. This is why better personalization will increase, Hyman said.

Hyman recently introduced an AI-powered agent designed to optimize and personalize customer engagement. It has enabled A/B testing to play a bigger role in how messages are received, emotionally.

He calls the AI-powered agent Project Catalyst and believes it will change how brands engage with customers.

Braze supports brands including EasyJet, Viva Aerobus, Asiana Airlines, Venmo and many more. DoorDash last week introduced Ads Manager for Enterprise Restaurants, a platform that offers self-serve tools to help businesses connect with customers, run campaigns, and collaborate with partners.

AI has enabled A/B testing to play a bigger role in customizing the message in email, SMS messaging, and most media that provides a one-on-one experience.

It's about journey selection, item recommendation, and now copywriting to personalize the content consumers see based on the information brands have about a specific person. 

Project Catalyst, which is not yet available, will roll out during the next year to help brands rapidly create, test and optimize thousands of experience variations.

"The opportunity to deliver very unique one-to-one messages," Hyman said. "It tells the marketer what subject line the recipient will respond to best."

BrazeAI Liquid Assistant & Message Templates extends AI-driven personalization with plain text prompts. Even someone with low-tech skills can personalize messages. The AI assistant will write some of the code based on input by the person.

Hyman provided an example of something he witnessed a customer, a crypto app, do last week. "They ran a promotion to provide some amount of cryptocurrency in exchange for loading up your wallet with funds during the weekend," he said. "They told the assistant about sending the message every day, but the message should be different on Friday."

The company wanted one campaign to drive the messages, so the assistant helped to write and personalize the logic for the days of the week based on each consumer, knowing that Friday might actually be another person's Saturday depending on where in the world the person might be. The prompts or message began with zero personalization, but changes as the AI agent personalized it for each person. 

"The goal with these features is to help simplify a personal experience," he said.