The MMA’s Consortium for AI Personalization (CAP) started with the desire to test whether AI Personalization technology can create omnichannel experiences that outperform the ads and communications customers and prospects get today by a large enough margin to justify any additional costs associated with the technology.
CAP is a major initiative that MMA Global believes could deliver 30-60% increase in marketing performance. We believe that if fully rolled out, this could move the stock price of a company through increases on marketing productivity. We have completed tests with 3 marketers and the results have been even stronger than expected, with average performance gains measured against the marketer’s chosen KPI exceeding 100%.
We continue to run tests with more marketers, to validate these findings at greater scale and to test the approach with new media types and by making different data available to the ML model. We will also test using AI to drive personalization deeper into the customer experience, from landing pages and the purchase process to optimizing across channels.
Research Objectives:
- Quantify the value of an intelligent (AI) experience delivery engine driven by contextual data.
- Derive benchmarks and economic impact projections of this technology and case studies
Research Questions:
- Can AI metacontextual personalization of creative assets improve performance, and by how much (est. 30-60%)?
- To the extent that AI personalization comes with an extra charge, is lift worth the upcharge (ROAS)?*
- How do #1 and #2 vary...
- by product category, ad format and/or channel and what about optimization at different points…
- CTR -> Page Visits -> Transactions -> Margins
- And is there possible impact have on business valuation
