Improving AI solutions for personalization with continuous experimentation and learning

In late 2017, Jon Francis and Arun Veettil embarked on a journey creating a custom-developed AI-driven martech and personalization platform to better understand the individual customer journey and serve the customers better with personalized products and offers, building an experimentation platform and customized data-driven AI models. They then continually iterated on the models with a fast-paced “test and learn” strategy.

Jon shares their perspective and explain how the platform helped improve marketing and personalization solutions and how it’s better able to understand its customers and suggest relevant products at the right time and context.

Topics include:

• Reasons for developing a custom AI solution instead of an out-of-the-box vendor solution
• The benefits of a custom solution
• Building an experimentation platform and utilizing it to continually improve the predictive models
• Rewards and challenges