The Power of AI: Work Smarter, Not Harder

Step into the future of marketing with Tinuiti and customer engagement platform, Iterable as we explore how AI is reshaping marketing strategies. Join us for an immersive session where you’ll uncover the strategic insights and practical applications of AI that are revolutionizing the industry.

In this session, you will learn how to integrate AI into your marketing processes—from pre-launch insights and targeting, through real-time adjustments and personalization, to post-flight analysis and future strategy planning. Discover how AI can drive efficiency in teams, enable personalization at scale, and optimize creative content. Gain actionable strategies for leveraging AI tools to elevate your Q4 and holiday marketing performance, ensuring you stay ahead in a competitive landscape.

1. The Power of AI
Work Smarter, Not Harder

2. Today’s Logistics
Recording & slides will be in your inbox tomorrow
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including if you want to talk to our teams after!
Katherine Bishop
Marketing Webinars Specialist
Join our chat and submit questions for live Q&A

3. DIGITAL-FORWARD BRANDS .


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4. Which AI application are you most
interested in exploring for your
marketing campaigns?
●Personalization and customer segmentation
●Predictive analytics and forecasting
●Content creation and optimization
●Automated customer interactions
●List others in the chat!

5. Our Speakers
Ben Plantz
Product Manager
Breckon Lewis
Associate Account
Director
Michael Rao
Principal Solutions
Consultant - Iterable

6. AI in Paid Media
Personalization
6

7. AI Personalization Across Your Paid Media Programs
7
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS

8. AI Personalization Across Your Paid Media Programs
8
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop

9. AI Personalization Across Your Paid Media Programs
9
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop
Dynamic Bid
Optimization
Optimize your bids in real
time and stop overpaying
for clicks that don’t
convert.
●Start with in-platform
“smart bidding”
options built into most
major ad platforms
●For more advanced
needs, explore 3rd
party bid mgmt tools

10. AI Personalization Across Your Paid Media Programs
10
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop
Dynamic Bid
Optimization
Optimize your bids in real
time and stop overpaying
for clicks that don’t
convert.
●Start with in-platform
“smart bidding”
options built into most
major ad platforms
●For more advanced
needs, explore 3rd
party bid mgmt tools


Broad-Based
Algorithmic Targeting
Leverage the walled
gardens’ treasure trove
of data to give your
campaigns x-ray vision.

●Use “automatic
targeting” features in
major ad platforms
●Set broad targeting
parameters
●Let the platform’s
algorithms do the
heavy lifting

11. AI Personalization Across Your Paid Media Programs
11
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop
Dynamic Bid
Optimization
Optimize your bids in real
time and stop overpaying
for clicks that don’t
convert.
●Start with in-platform
“smart bidding”
options built into most
major ad platforms
●For more advanced
needs, explore 3rd
party bid mgmt tools


Broad-Based
Algorithmic Targeting
Leverage the walled
gardens’ treasure trove
of data to give your
campaigns x-ray vision.

●Use “automatic
targeting” features in
major ad platforms
●Set broad targeting
parameters
●Let the platform’s
algorithms do the
heavy lifting
Dynamic Creative
Optimization
Use advanced modeling
to show the right
creative + messaging
combo to the right user
at the right time.


●each concept in its
own ad set
●each set to target
different personas
Campaign Structure
DCO-Specific Tactics
3-party DCO solutions

12. AI Personalization Across Your Paid Media Programs
12
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop
Dynamic Bid
Optimization
Optimize your bids in real
time and stop overpaying
for clicks that don’t
convert.
●Start with in-platform
“smart bidding”
options built into most
major ad platforms
●For more advanced
needs, explore 3rd
party bid mgmt tools


Broad-Based
Algorithmic Targeting
Leverage the walled
gardens’ treasure trove
of data to give your
campaigns x-ray vision.

●Use “automatic
targeting” features in
major ad platforms
●Set broad targeting
parameters
●Let the platform’s
algorithms do the
heavy lifting
Dynamic Creative
Optimization
Use advanced modeling
to show the right
creative + messaging
combo to the right user
at the right time.


●each concept in its
own ad set
●each set to target
different personas
Campaign Structure
DCO-Specific Tactics
3-party DCO solutions
Dynamic Landing Page
Optimization
Engagement is great,
but conversion requires
post-click consistency
in user experience.

●Create customized
landing pages for
each ad variant
●Ensure the LP extends
the personalized
experience from the
ad itself
●Associate each ad
variation in your ad
set to a unique URL

13. AI Personalization Across Your Paid Media Programs
13
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop
Dynamic Bid
Optimization
Optimize your bids in real
time and stop overpaying
for clicks that don’t
convert.
●Start with in-platform
“smart bidding”
options built into most
major ad platforms
●For more advanced
needs, explore 3rd
party bid mgmt tools


Broad-Based
Algorithmic Targeting
Leverage the walled
gardens’ treasure trove
of data to give your
campaigns x-ray vision.

●Use “automatic
targeting” features in
major ad platforms
●Set broad targeting
parameters
●Let the platform’s
algorithms do the
heavy lifting
Dynamic Creative
Optimization
Use advanced modeling
to show the right
creative + messaging
combo to the right user
at the right time.


●each concept in its
own ad set
●each set to target
different personas
Campaign Structure
DCO-Specific Tactics
3-party DCO solutions
Dynamic Landing Page
Optimization
Engagement is great,
but conversion requires
post-click consistency
in user experience.

●Create customized
landing pages for
each ad variant
●Ensure the LP extends
the personalized
experience from the
ad itself
●Associate each ad
variation in your ad
set to a unique URL
Predictive
Analytics
Tag key conversion
actions ( or pre-
conversion actions)
across your site using
web analytic or CRM
partners with predictive
modeling capabilities.





Build future campaign
strategies around these
modeled segments.
Google Analytics 4
Adobe Audience Mngr
Iterable CDP

14. AI Personalization Across Your Paid Media Programs
14
CREATIVE BIDDING TARGETING AD SERVING LANDING PAGE ANALYTICS
Persona-Variated
Creative Production
Use LLM’s to define
persona cohorts across
CRM data points.



Use generative AI to
reduce the resources
required to personalize
creative concepts to
each persona.
K-Means Clustering
Adobe Photoshop
Dynamic Bid
Optimization
Optimize your bids in real
time and stop overpaying
for clicks that don’t
convert.
●Start with in-platform
“smart bidding”
options built into most
major ad platforms
●For more advanced
needs, explore 3rd
party bid mgmt tools


Broad-Based
Algorithmic Targeting
Leverage the walled
gardens’ treasure trove
of data to give your
campaigns x-ray vision.

●Use “automatic
targeting” features in
major ad platforms
●Set broad targeting
parameters
●Let the platform’s
algorithms do the
heavy lifting
Dynamic Creative
Optimization
Use advanced modeling
to show the right
creative + messaging
combo to the right user
at the right time.


●each concept in its
own ad set
●each set to target
different personas
Campaign Structure
DCO-Specific Tactics
3-party DCO solutions
Dynamic Landing Page
Optimization
Engagement is great,
but conversion requires
post-click consistency
in user experience.

●Create customized
landing pages for
each ad variant
●Ensure the LP extends
the personalized
experience from the
ad itself
●Associate each ad
variation in your ad
set to a unique URL
Predictive
Analytics
Tag key conversion
actions ( or pre-
conversion actions)
across your site using
web analytic or CRM
partners with predictive
modeling capabilities.





Build future campaign
strategies around these
modeled segments.
Google Analytics 4
Adobe Audience Mngr
Iterable CDP

15. AI in Creative Content
Optimization
15

16. Leveraging AI to Tag Creatives and Understand Performance
Our Creative Insights Offerings

●AI tagging of video assets for ‘Best Practices’
Attributes

●AI Tagging of custom attributes unique to what each
client wants to tag and measure

●ML processing to help us understand which aspects
of an ad are driving it’s performance

16

17. Global Best Practices
Supers with audio
Product Visual
Offer Shown

18. Custom Attributes
Product: Meatballs
Style: Animation
Concept: Bluey Partnership
Offer: 18 Free Meals

19. Understanding the Why of Creative Performance

20. Expanding Creative Analysis
●Expanding to include all channels for AI-driven
custom attribute & tactic tagging
●Expanding to include all channels for ‘Best
Practices’
●Including Static Images and all channels in our
ML analysis
Next Steps and Future State
20
Generative AI
●Feeding our creative insights into Generative AI
so we can quickly iterate and generate creatives
that include the attributes that we have deemed
most impactful
●Swift execution of iterations of existing assets to
include best practice attributes

21. Leveraging AI
Tools

22. Iterable enables brands to create, execute and optimize cross-channel campaigns
that power world-class customer engagement with unparalleled data flexibility.
ALL CHANNELS
●Email
●Mobile Push
●Mobile In-App
●Mobile Inbox
●SMS
●Web Browser
●Web Push
●WhatsApp
ANY INTEGRATION
●RESTful APIs
●Data feeds
●Mobile SDKs
●Web SDKs
●120+ partners
ALL MESSAGE TYPES
●Blast
●Dynamic
●Triggered
●Transactional
1.8PB+
Data Activated
2B+
Global Customer
Profiles Supported
309B+
Annual Message
Sends
122B+
API Calls Every
Month
Built for Data Ease of Use Open & Flexible AI Powered
A Modern ESP | Built for Scale, Powered by AI

23. Iterable AI Suite
Intuitive
Explainable
Value Focused
Trusted & Verifiable

24. Integrated
Across the Platform
Transparent
Glass Box AI
Customizable
Built-in Marketer Controls & Inputs
Measured
Iterative Testing
Iterable AI

25. Individualized
Relevance
Optimization
Tools
Automation
Tools
Audience
Tools

●Brand Affinity
●Predictive Goals
●Channel
Optimization
●Frequency
Optimization
●Send Time
Optimization
●Journey Assist
●Copy Assist
●Next Best Action

26. Audience
Tools
●Brand Affinity
●Predictive Goals

27. Optimization
Tools
●Frequency
Optimization
●Send Time
Optimization
●Channel
Optimization

28. Automation
Tools
●Journey Assist
●Copy Assist
●Next Best Action

29. Journeys
powered by AI

Powerful, yet intuitive “build tools” in the
hands of marketers to automate
journey creation
●Reduce LOE & enable rapid iteration
by using Journey Assist
●Optimize Journey building by
leveraging AI-generated journey
templates based on common use
cases

30. “From our testing, we saw an increase of 30% in care seekers’
bookings of care providers. This is no easy feat, especially in
this market, and moving forward, we intend to continue to
up-level our customer engagement efforts leveraging
Iterable’s expanding AI capabilities.”
Greg MOrtimer
Sr. Director of Lifecycle Marketing & CRM
Care.com
+
Channel
Optimization
30%
in care seekers’ bookings of
care providers
25%
time savings back in the hands
of marketers for strategy

31. 1.AI and advanced modeling can personalize and
enhance engagement across all elements of paid
media in Q4. Start with easy, out-of-the-box
solutions & scale to more sophisticated strategies
as you become familiar with the AI ecosystem.
2.AI can be a key component in creative analysis by
leveraging intricate image and audio recognition
to tag assets and scale insights so you can launch
informed creatives in Q4.
3.AI powered tool sets enable marketers to do more
with less. It’s streamlining repetitive and
time-consuming tasks, freeing time for marketers
to focus on strategic and creative efforts.
Key
takeaways
31

32. Q&A
Ben Plantz
Product Manager
Breckon Lewis
Associate Strategy
Director
Michael Rao
Principal Solutions
Consultant - Iterable

33. 33
Click the link in your
browser ➜
Maximize your
Holiday Ad
Spend

34. Thank you