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Sample project
AI-enabled personalisation for a growing technology platform
Introduced AI-enabled personalisation into lifecycle marketing without adding operational overhead the team couldn't sustain.
- Organisation
- Sample Technology Company
- Industry
- Technology
- Project type
- Marketing technology & AI
- Period
- 2023–2024
- Role
- Led the martech and AI workstream, including stack assessment and pilot design.
Photography placeholderAI-enabled personalisation for a growing technology platform — cover, illustrative placeholder
Context
A technology platform had a capable CRM but relied on broad, unsegmented lifecycle messaging. Leadership wanted personalisation but had limited data engineering capacity.
Challenge
Any personalisation approach had to work within the existing martech stack and a small marketing operations team.
Approach
- Audited the existing martech stack against actual use
- Identified the highest-value, lowest-effort personalisation opportunities
- Piloted AI-assisted segmentation and content variation
- Documented an operating model the existing team could sustain
Execution
- Ran a scoped pilot across two lifecycle campaign types
- Used AI-assisted tooling to generate and test message variants
- Trained the marketing operations team to own the process post-pilot
Outcomes
- Personalisation running in production, owned by the existing team
- Improved measured engagement on piloted lifecycle campaigns
- A documented operating model removing dependency on external support
Lessons
- The constraint is usually operating capacity, not technology capability
Metrics
2
Lifecycle campaign types moved from broad to AI-assisted segmentation
Illustrative placeholder metric for sample project
Collaborators: Marketing operations, Data team, CRM vendor
Tools: Salesforce Marketing Cloud, ChatGPT / Claude, Zapier / Make