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A Powerful Combo: GenAI + A/B Testing

As any skilled marketer knows, testing and optimization are essential for maximizing ROI on campaigns. A/B testing has long been a cornerstone of effective marketing strategies. When you A/B test your Pushly notifications, the opportunity is massive. 


By testing two or more variations of a notification, marketers can determine which version resonates best with their audience. Whether it's the headline, call-to-action, or even the timing, A/B testing helps to optimize engagement and conversion rates. Who doesn’t want that? 


But traditional A/B testing comes with its challenges. Crafting multiple variations of marketing copy can be time-consuming and may rely heavily on subjective creativity. This is where GenAI steps in to accelerate the process.


How GenAI Enhances A/B Testing for Push Notifications

GenAI can generate a vast array of creative variations from a single piece of copy. This capability allows marketers to explore numerous Pushly notification messages quickly and efficiently. Here’s how: 


  1. Rapid Ideation and Execution: GenAI can generate countless variations of headlines, calls-to-action, and body text based on a few initial inputs. Instead of brainstorming multiple versions manually, marketers can leverage AI to produce a diverse set of messages tailored for different segments or objectives.

  2. Personalization at Scale: Using customer data, GenAI can create personalized messaging that speaks directly to individual users’ interests and behaviors. This personalization can be incorporated into A/B testing to determine which variations perform best across different audience segments.

  3. Data-Driven Creativity: By analyzing past performance data, GenAI can suggest variations that are more likely to drive conversion based on proven patterns. This data-driven approach reduces guesswork and ensures that the content being tested is strategically sound.

  4. Efficient Resource Allocation: Traditionally, creating multiple variations for A/B testing could require significant time and creative resources. With GenAI, marketers can automate much of this process, freeing up their team to focus on strategy, analysis, and optimization.

  5. Iterative Improvement: GenAI doesn’t just stop at generating initial variations. It can learn from A/B testing results, iteratively refining copy to better align with user preferences. This continuous learning loop ensures that your push notifications are always improving, driving higher engagement and conversions.


So, What’s the Rub? 

To make this work in a scalable way, companies need to build and train their own models, on their own data. Of course, this doesn’t happen overnight. It takes time and the know how. The optimal approach is the integration of GenAI into a CDP so that these systems are working together. GenAI doesn't stop at generating ideas, it also continuously analyzes performance data to refine and improve content iteratively. This dynamic approach ensures that content stays aligned with audience preferences over time.


All of that said, if your business has not yet integrated GenAI into a CDP, there are still ways to leverage this technology to make work easier and outcomes more productive. As a marketer, you understand your customer segments. Let’s say for example: 

  • Segment A: Users who frequently purchase high-end products.

  • Segment B: Users who respond well to discounts and promotions.

These customer segments or profiles can be manually fed to a GenAI platform like ChatGPT with prompts to generate relevant, targeted copy: 

  • For Segment A: “New Arrivals Just for You: Explore Our Latest Luxury Collection.”

  • For Segment B: “Flash Sale! 25% Off Your Favorite Items—Limited Time Only.”

A/B testing these personalized messages within each segment helps determine which wording, tone or call-to-action drives the most engagement and conversions. And while it may not be a fully automated approach, it is a great starting point – a way to augment and accelerate the once very manual process of A/B testing. 

Generative AI brings a new level of efficiency, creativity, and precision to marketing. It enhances a marketer’s capabilities, it does not replace marketers. 







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