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What Is OfferFit? AI Decisioning for Marketers | Braze
2026-03-07 22:17 Diff
https://www.braze.com/resources/articles/what-is-offerfit
Personalization has become one of the biggest levers marketers can pull for growth. But delivering truly individualized experiences and AI-driven personalization has always come with trade-offs—long testing cycles, manual segmentation, and campaign fatigue.
BrazeAI Decisioning Studio™, previously known as OfferFit by Braze, changes that equation. Built on reinforcement learning, it’s an AI decisioning engine that automates experimentation and makes one-to-one personalization possible at scale. Acting as the “brain” between data systems and customer engagement platforms, BrazeAI Decisioning Studio™ continually learns the right message, timing, channel, and incentive for each individual customer to personalize and customize every aspect of customer communication.
Now integrated into the Braze customer engagement platform, BrazeAI Decisioning Studio™ complements the platform’s journey orchestration and real-time delivery capabilities. Together, they give marketers a powerful way to replace guesswork with continuous optimization—unlocking more revenue, stronger relationships, and campaigns that adapt in real time.
Contents
What is OfferFit?
How OfferFit AI works
Why OfferFit matters now
OfferFit personalization vs. traditional A/B testing
The benefits of OfferFit marketing automation
OfferFit and Braze in action with real-world results
Kayo Sports personalizes the playbook for 1:1 fan engagement
4 high-impact use cases for OfferFit AI
Considerations for scaling with OfferFit personalization
Getting started with OfferFit AI
OfferFit AI FAQs
OfferFit, which is now the BrazeAI Decisioning Studio™, is an AI decisioning engine designed to take the guesswork out of personalization. Instead of relying on broad segments, static rules, or one-off A/B tests, BrazeAI Decisioning Studio™ uses AI agents and reinforcement learning to make individualized decisions for every customer.
The solution acts as a decisioning layer in your martech stack. It ingests customer data from sources like CDPs or data warehouses, evaluates the available actions—whether that’s an email, push notification, discount, or timing—and chooses the best option for each person. With every interaction, the system learns and refines, continuously improving campaign outcomes.
This “self-learning campaign” approach utilizes self-learning algorithms and means marketers no longer need to manually test every variable. BrazeAI Decisioning Studio™ experiments across dimensions like channel, subject line, frequency, creative, and offer type, optimizing against the key performance indicators (KPIs) that matter most—whether that’s conversions, revenue per user, or customer lifetime value.
How BrazeAI Decisioning Studio™ works

BrazeAI Decisioning Studio™ engine is powered by reinforcement learning, a type of machine learning where agents learn by experimenting and adjusting based on results. Instead of running a handful of static A/B tests, BrazeAI Decisioning Studio™ continuously runs automated experimentation across multiple variables at once, finding the right action for each individual customer.
Getting started involves three main steps:
Choose a success metric. Marketers define the KPI the AI agent will optimize, such as conversion rate, revenue per cart abandoned, or average revenue per user (ARPU).
Build an action bank. Marketers select the full set of options the AI can personalize against—channels, offers, creative, subject lines, timing, cadence, discount levels and more.
Deploy the agent. The AI decisioning agent tests across the action bank, drawing on all available first-party data and hundreds of customer characteristics. It progressively learns the best combination for each customer and adapts as conditions change.
Under the hood, BrazeAI Decisioning Studio™ relies on contextual bandits, an advanced form of reinforcement learning. Unlike traditional multi-armed bandits that look for one “winner” across a group, contextual bandits determine the optimal choice for each individual, using context from every available data point.
What you get is a system that runs millions of micro-experiments in real time, constantly improving.
Why BrazeAI Decisioning Studio™ matters now

Marketing teams face testing fatigue, resource bottlenecks, and the pressure to deliver personalization at scale. Budgets tighten while expectations rise, and CFOs demand a clear link between AI investments and measurable financial outcomes.
Three shifts make this the moment for BrazeAI Decisioning Studio™:
From acquisition to lifecycle value. With higher capital costs and tighter purse strings, growth depends on retention, reactivation, cross-sell, and repurchase—where one-to-one marketing decisions drive meaningful impact. Boards and finance leaders want AI tied to revenue, margin, and customer lifetime value, not novelty.
From profiles and events to 1:1 decisions. As an additive layer between your systems of record and systems of engagement, BrazeAI Decisioning Studio™ provides reinforcement learning agents and activates decisions across channels in real time.
From A/B fatigue to continuous automated experimentation. Traditional segmentation and manual testing cannot keep up with the complexity of today’s campaigns. BrazeAI Decisioning Studio™ automates experimentation with contextual bandits, learning per individual and adapting as conditions change—reducing manual lift while compounding gains over time.
The payoff is clear. According to research from McKinsey, personalization can reduce acquisition costs by up to 50%, lift revenues by 5-15%, and increase marketing ROI by 10-30%. Companies with faster growth rates derive 40% more revenue from personalization than slower-growing peers.
BrazeAI Decisioning Studio™ personalization vs. traditional A/B testing

Most marketers know the grind of traditional testing. A/B tests pit two variants against each other, dividing the audience in half and waiting until a clear winner emerges. It’s simple, but painfully slow. To test more than two variants, teams either run multiple sequential A/B tests or move to multivariate testing—where several variants are tested in parallel.
Multivariate testing is faster, but it carries the same limitations:
Testing fatigue: The more combinations you test, the smaller each audience group becomes, making it difficult to achieve statistical significance without long delays.
Static outcomes: Once the test ends, the “winner” is fixed—even if customer behavior shifts the next week.
No personalization: Both A/B and multivariate tests search for one global winner, not the best action for each individual.
To address these constraints, multi-armed bandit (MAB) algorithms emerged. Instead of splitting audiences evenly, MABs allocate more traffic to better-performing variants while still leaving room to explore others. This makes them more efficient and adaptive than static tests—but they still only optimize at the segment or whole customer population level.
Contextual bandits take the next step. By incorporating customer attributes (purchase history, preferences, location), variant metadata (style, price point, timing), and even environmental factors (seasonality, holidays), contextual bandits learn the right action for each individual in context. Unlike MABs, they don’t just chase the overall best variant—they tailor decisions to the person.
BrazeAI Decisioning Studio™ builds on contextual bandits with a “community of bandits” approach, breaking down decisions into separate dimensions—such as channel, timing, subject line, creative, or offer. Dedicated agents optimize each dimension, then work together to determine the optimal combination for every customer.
BrazeAI Decisioning Studio™ personalization learns continuously, adapts in real time, and personalizes at scale—replacing the cycle of A/B fatigue with AI decisioning, and resource bottlenecks with self-learning campaigns that improve outcomes with every send.
The benefits of BrazeAI Decisioning Studio™

Faster testing is great, but what marketing teams really want are outcomes that compound over time. With self-learning algorithms, BrazeAI Decisioning Studio™ unlocks that potential, by turning every campaign into an ongoing cycle of learning and improvement. The benefits include:
Faster campaign optimization: Automated experimentation reallocates traffic in real time, so gains appear weeks faster than with manual tests.
Improved engagement and retention: Personalization across timing, channel, creative, and offers drives higher response rates and stronger loyalty.
One-to-one personalization at scale: Every decision adapts to the individual, even as behavior and context shift.
Reduced manual lift: Marketing teams no longer spend hours running and analyzing countless tests, freeing time for creative and strategic work.
Together, these benefits transform marketing automation from a rules-based workflow into an AI-driven personalization system that gets sharper with every interaction. Instead of chasing short-term wins, marketers build a foundation where performance naturally improves as the system runs.
BrazeAI Decisioning Studio™ in action with real-world results

BrazeAI Decisioning Studio™ solves two sides of the personalization challenge: it acts as the decisioning brain, continuously experimenting and selecting the right action for each customer and, natively integrated with your engagement and orchestration layer on Braze, delivers those actions instantly across email, SMS, push, in-app, and web.
The combined reinforcement learning and real-time customer journey orchestration creates a system where every customer journey is both adaptive and scalable. BrazeAI Decisioning Studio™ agents determine the best message, timing, and channel, while Braze executes those decisions as part of coordinated, cross-channel journeys.
One example of this in action is Kayo Sports, Australia’s largest and fastest-growing sports streaming service. By pairing BrazeAI Decisioning Studio™, Kayo has built a personalization engine capable of delivering 1.2 million daily variations of customer communications—a leap from just 300 previously.
Kayo Sports personalizes the playbook for 1:1 fan engagement

Launched as part of the Foxtel Group (now a DAZN company), Kayo Sports is Australia’s largest and fastest-growing sports streaming service, offering instant access to more than 50 sports live and on demand. With over 30,000 hours of sports, documentaries, and entertainment shows from FOX SPORTS Australia and ESPN, Kayo has built a reputation for delivering a cutting-edge streaming experience and cultivating a customer-first culture.
The challenge

In the crowded streaming market, Kayo Sports knew that retention and loyalty would depend on delivering truly personalized experiences. Early efforts included tailored sign-up flows and curated in-app content, but customer engagement campaigns were limited by manual rules and workflows. The team wanted to move beyond segmentation and one-size-fits-all tests to build a system capable of making personalized decisions for every fan across channels.
The strategy

Kayo Sports built its “Customer Cortex,” a personalization engine powered by AI agents and integrated with Braze. The Cortex analyzes user behavior, preferences, and engagement patterns to create 1:1 subscriber experiences at scale.
Data: Ten purpose-built reinforcement learning models transformed customer data, creating deep subscriber profiles.
Decisioning: AI agents optimized message, channel, timing, frequency, and promotions, learning the best action for each customer.
Delivery: Braze orchestrated the journeys, scaling communications from 300 preset workflows to 1.2 million possible variations across email, push, SMS, and in-app messaging.
https://www.braze.com/customers/kayo-sports-case-study
This approach now gives Kayo an automated cycle of real-time personalization and customer journey orchestration that adapts daily, ensuring every fan gets the right message across every channel.
The results

14% increase in customers reactivating within 12 months of churning
8% increase in average annual occupancy
105% increase in cross-sell to sister service BINGE
Achieved while subscription prices rose by 20%
4 high-impact use cases for BrazeAI Decisioning Studio™

Here are four of the most effective ways brands use BrazeAI Decisioning Studio™ with Braze to drive key customer actions.
1. The “get them started right” onboarding campaign

This may sound familiar: a customer signs up, downloads your app, or starts a free trial…and then disappears. Without the right nudge, they never finish setting up or activating, which means they never see the real value of your product.
BrazeAI Decisioning Studio™ personalizes onboarding journeys by testing different cadences, channels, and creative in real time. One customer might get an SMS reminder to finish setup in the morning, another might receive an in-app message that highlights a key feature in the evening. Braze delivers these tailored journeys automatically, so every new user gets the right message at the right moment.
Pro tip: Use a mix of channels in early onboarding. Customers who ignore email might respond to push or SMS, and BrazeAI Decisioning Studio™ agents will quickly learn which combination works best.
2. The “don’t let them slip away” retention campaign

Retaining customers is difficult and many marketers resort to offering blanket discounts. But overspending on promotions for people who would have stayed anyway is a risk.
With BrazeAI Decisioning Studio™, retention campaigns get smarter. AI agents learn which subscribers need an incentive, which are likely to renew without one, and which should be engaged with a different type of message. Braze then delivers those individualized decisions through email, push, or in-app, ensuring every renewal message is both timely and cost-effective.
Pro tip: Combine BrazeAI Decisioning Studio™ with Braze Predictive Churn. Use churn scores to identify at-risk users, then let BrazeAI Decisioning Studio™ optimize the timing and type of retention outreach.
3. The “ready for more” cross-sell and upsell campaign

Not every customer is ready for an upgrade, and sending the same offer to everyone can create churn risk.
BrazeAI Decisioning Studio™ personalizes cross-sell and upsell campaigns by analyzing which customers respond best to leapfrog offers, who requires a discount, and who simply needs more time. Within Braze Canvas, these decisions translate into personalized paths across email, in-app, SMS, and push, and result in a higher average revenue per user without wasted spend.
Pro tip: Don’t just test offers—test timing. BrazeAI Decisioning Studio™ may learn that some customers are more likely to upgrade right after a purchase, while others need a quiet period before considering add-ons.
4. The “we miss you” re-engagement campaign

Every brand has customers who stop showing up. Sending the same “come back” message to everyone rarely works.
BrazeAI Decisioning Studio™ turns re-engagement into an ongoing learning process. Agents test different creative, offers, channels, and timings to discover what works for each individual. With Braze handling delivery, one customer might receive a playful push notification, another a discount code by email, and another a reminder of new features via SMS. Over time, winback campaigns get sharper and more cost-efficient.
Pro tip: Set a re-eligibility window in Braze Canvas so lapsed users can re-enter campaigns if they show signs of churning again. BrazeAI Decisioning Studio™ will continue adapting as their behavior changes.
Considerations for scaling with BrazeAI Decisioning Studio™ personalization

AI decisioning can be transformative for marketers, and with the right preparation, adopting BrazeAI Decisioning Studio™is both achievable and rewarding. Success comes from recognizing the key areas that make the biggest difference—data quality, organizational alignment, transparency, and compliance—and planning for them early. Here are some of the most important considerations for teams getting started.
Strengthen your data foundation

BrazeAI Decisioning Studio™ learns from customer-level data, so the more high-quality inputs you can provide, the faster and more effective the system will be. Most brands already unify this information in a warehouse or CDP, but it’s worth auditing your data pipelines before launching. The goal isn’t perfection—it’s ensuring key events (purchases, logins, cancellations, renewals) are accurate and available.
Build trust with explainable AI

Marketers need to understand not only what the AI is doing, but why. BrazeAI Decisioning Studio™ reveals insights that show which variables matter most (like timing, channel, or creative) and how they affect performance. These insights help teams build confidence in the system, communicate results to stakeholders, and apply learnings across campaigns.
Respect privacy and compliance

Personalization must always align with data protection standards. BrazeAI Decisioning Studio™ works with pseudonymized customer-level data and integrates into existing martech stacks without requiring sensitive information to leave your systems. When used with Braze’s compliance and data governance features, this makes it possible to scale personalization while staying aligned with regulatory requirements.
Secure stakeholder buy-in

AI decisioning is a cross-functional effort. Marketing, data, product, and compliance teams all play a role, and each comes with their own priorities. Building alignment early helps prevent bottlenecks later. Education is also critical. Explaining how reinforcement learning works, what guardrails are in place, and how performance will be measured makes it easier to get executives and cross-functional partners on board.
Getting started with BrazeAI Decisioning Studio™

Getting started with BrazeAI Decisioning Studio™ doesn’t require a full-scale transformation. Most brands begin with one high-impact use case—like onboarding, retention, or winback—and expand from there. BrazeAI Decisioning Studio™ natively integrates with Braze, so once the decisioning engine identifies the best action for each customer, Braze delivers it in real time across email, push, SMS, and in-app messaging.
With the right data foundation and cross-functional support in place, marketers can quickly prove ROI, build internal momentum, and scale one-to-one marketing across the entire customer journey.
BrazeAI Decisioning Studio™ AI FAQs

What is OfferFit?

OfferFit, now BrazeAI Decisioning Studio™, is an AI decisioning engine that uses reinforcement learning to deliver one-to-one personalization at scale. It continuously tests and learns to optimize messaging, channel, timing, and offers for each individual customer.
How does BrazeAI Decisioning Studio™ work?

BrazeAI Decisioning Studio™ works by deploying AI agents that run automated experiments across multiple campaign variables. These agents learn from customer behavior in real time, making better decisions with each interaction.
What makes BrazeAI Decisioning Studio™ different from traditional A/B testing?

Unlike traditional A/B testing, BrazeAI Decisioning Studio™ doesn’t wait for tests to finish before acting. Instead, it uses reinforcement learning to continuously optimize, personalizing at both the segment and individual level while adapting to changes in customer behavior.
What are the benefits of using BrazeAI Decisioning Studio™ for marketers?

The benefits of BrazeAI Decisioning Studio™ for marketers include faster campaign optimization, improved customer engagement and retention, reduced testing fatigue, and the ability to scale true one-to-one personalization. These gains translate into stronger ROI and customer lifetime value.
How does BrazeAI Decisioning Studio™ use reinforcement learning?

BrazeAI Decisioning Studio™ uses reinforcement learning through contextual bandits, which allow agents to personalize decisions for each customer. This means the system not only finds what works best overall but adapts to individual preferences and context.
How do Braze and BrazeAI Decisioning Studio™ work together?

Braze and BrazeAI Decisioning Studio™ work together by combining decisioning and orchestration. BrazeAI Decisioning Studio™ determines the best action for each customer, while the Braze customer engagement platform delivers that action instantly across channels like email, SMS, push, and in-app messaging.
What companies use BrazeAI Decisioning Studio™?

BrazeAI Decisioning Studio™ is used by leading brands across industries including telecom, energy, retail, streaming, travel, and financial services. Customers include brands like Brinks Home, Canadian Tire, Chime, LATAM Airlines, MetLife, Foxtel/Kayo Sports, Wyndham Hotels, and Yelp.
Is BrazeAI Decisioning Studio™ an AI tool or a personalization platform?

BrazeAI Decisioning Studio™ is a solution that provides a decisioning layer on top of your customer engagement platform to enable 1:1 AI-powered personalization. The solution is natively integrated with Braze to deliver on personalized recommendations.
What are examples of BrazeAI Decisioning Studio™ in action?

Examples of BrazeAI Decisioning Studio™ in action include Kayo Sports, which scaled from 300 to 1.2 million personalization variations daily, boosting reactivation and cross-sell, and Brinks Home, which grew contract extension value by over 450%. These real-world cases show how BrazeAI Decisioning Studio™ personalizes at scale to drive measurable business impact.
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class="flex-none flex items-center justify-center text-white w-12 h-12 bg-purple-400 rounded-full"><svg width="24" height="24" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Data Platform</span><span class="text-sm font-normal text-gray-600">Unify, activate, and distribute your data</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-white w-12 h-12 bg-purple-400 rounded-full"><svg width="24" height="24" role="img" aria-label="grid-01"><use href="/icons/sprites.svg#grid-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Cross-Channel</span><span class="text-sm font-normal text-gray-600">Send all your messages from one place</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CAPABILITIES</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3" href="/product/brazeai-decisioning-studio"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="route"><use href="/icons/sprites.svg#route"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAI Decisioning Studio™<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">NEW</span></span><span class="text-sm font-normal text-gray-600">Deliver 1:1 personalization, at scale</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/journey-orchestration"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="skew"><use href="/icons/sprites.svg#skew"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Journey Orchestration</span><span class="text-sm font-normal text-gray-600">Create multi-step, cross-channel experiences</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/ai-agents"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="cube-02"><use href="/icons/sprites.svg#cube-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAI™ Agents<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">NEW</span></span><span class="text-sm font-normal text-gray-600">Scale smarter engagement with always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting &amp; Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance &amp; uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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AI...</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Resources","item":"https://www.braze.com/resources"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.braze.com/resources/articles"},{"@type":"ListItem","position":3,"name":"What is OfferFit? AI...","item":"https://www.braze.com/resources/articles/what-is-offerfit"}]}</script><div class="mt-8 flex flex-col gap-6 sm:mt-12 md:flex-row md:pb-16"><div class="flex shrink-0 grow basis-0 flex-col gap-8"><h1 class="text-display-md font-bold text-white">What is OfferFit? AI-driven personalization explained</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Published on November 05, 2025</span><span>/</span><span>Last edited on November 05, 2025</span><span>/</span><span>16<!-- --> min read</span></p></div><div class="shrink-0 grow basis-0"><img alt="What is OfferFit? AI-driven personalization explained" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff8555cf42a3f582040adc77f6c5aa0bfd0bc7fb6-1920x1080.png&amp;w=640&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff8555cf42a3f582040adc77f6c5aa0bfd0bc7fb6-1920x1080.png&amp;w=1200&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff8555cf42a3f582040adc77f6c5aa0bfd0bc7fb6-1920x1080.png&amp;w=1200&amp;q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600">AUTHOR</span><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=256&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=384&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=384&amp;q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Team Braze</h6></div></div></div><div class="flex flex-col gap-6"><p>Personalization has become one of the biggest levers marketers can pull for growth. But delivering truly individualized experiences and AI-driven personalization has always come with trade-offs—long testing cycles, manual segmentation, and campaign fatigue.</p><p><a href="https://offerfit.ai/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">BrazeAI Decisioning Studio™</a>, previously known as OfferFit by Braze, changes that equation. Built on reinforcement learning, it’s an AI decisioning engine that automates experimentation and makes one-to-one personalization possible at scale. Acting as the “brain” between data systems and customer engagement platforms, BrazeAI Decisioning Studio™ continually learns the right message, timing, channel, and incentive for each individual customer to personalize and customize every aspect of customer communication.</p><img alt="A BrazeAI decisioning diagram showing customer segmentation by interests (hiking, biking, running) leading to personalized push notifications." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8551b980f4a97425d532e574c22228bdbd42174a-2400x1546.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8551b980f4a97425d532e574c22228bdbd42174a-2400x1546.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8551b980f4a97425d532e574c22228bdbd42174a-2400x1546.png&amp;w=1920&amp;q=75"/><p>Now integrated into the Braze customer engagement platform, BrazeAI Decisioning Studio™ complements the platform’s journey orchestration and real-time delivery capabilities. Together, they give marketers a powerful way to replace guesswork with continuous optimization—unlocking more revenue, stronger relationships, and campaigns that adapt in real time.</p><p><strong>Contents</strong></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#what" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">What is OfferFit?</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#how" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">How OfferFit AI works</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#why" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Why OfferFit matters now</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#trad" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">OfferFit personalization vs. traditional A/B testing</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#ben" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">The benefits of OfferFit marketing automation</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#results" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">OfferFit and Braze in action with real-world results</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#fan" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Kayo Sports personalizes the playbook for 1:1 fan engagement</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#high" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">4 high-impact use cases for OfferFit AI</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#for" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Considerations for scaling with OfferFit personalization</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#with" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Getting started with OfferFit AI</a></p><p><a href="https://www.braze.com/resources/articles/what-is-offerfit#faqs" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">OfferFit AI FAQs</a></p><div id="what"></div><h2 id="h-ef26140c52a6" class="my-4 text-gray-900 lg:text-display-lg">What is OfferFit?</h2><p>OfferFit, which is now the BrazeAI Decisioning Studio™, is an AI decisioning engine designed to take the guesswork out of personalization. Instead of relying on broad segments, static rules, or one-off A/B tests, BrazeAI Decisioning Studio™ uses AI agents and reinforcement learning to make individualized decisions for every customer.</p><p>The solution acts as a decisioning layer in your martech stack. It ingests customer data from sources like CDPs or data warehouses, evaluates the available actions—whether that’s an email, push notification, discount, or timing—and chooses the best option for each person. With every interaction, the system learns and refines, continuously improving campaign outcomes.</p><p>This “self-learning campaign” approach utilizes self-learning algorithms and means marketers no longer need to manually test every variable. BrazeAI Decisioning Studio™ experiments across dimensions like channel, subject line, frequency, creative, and offer type, optimizing against the key performance indicators (KPIs) that matter most—whether that’s conversions, revenue per user, or customer lifetime value.</p><div id="how"></div><h2 id="h-24aaa76fd5b7" class="my-4 text-gray-900 lg:text-display-lg">How BrazeAI Decisioning Studio™ works</h2><p>BrazeAI Decisioning Studio™ engine is powered by reinforcement learning, a type of machine learning where agents learn by experimenting and adjusting based on results. Instead of running a handful of static A/B tests, BrazeAI Decisioning Studio™ continuously runs automated experimentation across multiple variables at once, finding the right action for each individual customer.</p><img alt="Braze AI Decisioning Loop diagram illustrating the flow from warehouse data to the AI Studio for decisions, driving marketing and customer communications, with interactions feeding back into the data system." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F4256e85376c0f1facda8ab4266c0c02662e9b2b4-2400x1546.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F4256e85376c0f1facda8ab4266c0c02662e9b2b4-2400x1546.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F4256e85376c0f1facda8ab4266c0c02662e9b2b4-2400x1546.png&amp;w=1920&amp;q=75"/><p>Getting started involves three main steps:</p><ol><li class="mb-2 ml-10 list-decimal"><strong>Choose a success metric.</strong> Marketers define the KPI the AI agent will optimize, such as conversion rate, revenue per cart abandoned, or average revenue per user (ARPU).</li><li class="mb-2 ml-10 list-decimal"><strong>Build an action bank. </strong>Marketers select the full set of options the AI can personalize against—channels, offers, creative, subject lines, timing, cadence, discount levels and more.</li><li class="mb-2 ml-10 list-decimal"><strong>Deploy the agent.</strong> The AI decisioning agent tests across the action bank, drawing on all available first-party data and hundreds of customer characteristics. It progressively learns the best combination for each customer and adapts as conditions change.</li></ol><p>Under the hood, BrazeAI Decisioning Studio™ relies on contextual bandits, an advanced form of reinforcement learning. Unlike traditional multi-armed bandits that look for one “winner” across a group, contextual bandits determine the optimal choice for each individual, using context from every available data point.</p><p>What you get is a system that runs millions of micro-experiments in real time, constantly improving.</p><div id="why"></div><h2 id="h-a7102ecf3459" class="my-4 text-gray-900 lg:text-display-lg">Why BrazeAI Decisioning Studio™ matters now</h2><p>Marketing teams face testing fatigue, resource bottlenecks, and the pressure to deliver <a href="https://www.braze.com/resources/articles/personalization-at-scale" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">personalization at scale</a>. Budgets tighten while expectations rise, and CFOs demand a clear link between AI investments and measurable financial outcomes.</p><p>Three shifts make this the moment for BrazeAI Decisioning Studio™:</p><ul><li class="mb-2 ml-10 list-disc"><strong>From acquisition to lifecycle value.</strong> With higher capital costs and tighter purse strings, growth depends on retention, reactivation, cross-sell, and repurchase—where <a href="https://www.braze.com/resources/articles/one-to-one-marketing" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">one-to-one marketing decisions</a> drive meaningful impact. Boards and finance leaders want AI tied to revenue, margin, and customer lifetime value, not novelty.</li><li class="mb-2 ml-10 list-disc"><strong>From profiles and events to 1:1 decisions.</strong> As an additive layer between your systems of record and systems of engagement, BrazeAI Decisioning Studio™ provides reinforcement learning agents and activates decisions across channels in real time.</li><li class="mb-2 ml-10 list-disc"><strong>From A/B fatigue to continuous automated experimentation.</strong> Traditional segmentation and manual testing cannot keep up with the complexity of today’s campaigns. BrazeAI Decisioning Studio™ automates experimentation with contextual bandits, learning per individual and adapting as conditions change—reducing manual lift while compounding gains over time.</li></ul><p>The payoff is clear. According to <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">research from McKinsey</a>, personalization can reduce acquisition costs by up to 50%, lift revenues by 5-15%, and increase marketing ROI by 10-30%. Companies with faster growth rates derive 40% more revenue from personalization than slower-growing peers.</p><div id="trad"></div><h2 id="h-2561e1bdbfc5" class="my-4 text-gray-900 lg:text-display-lg">BrazeAI Decisioning Studio™ personalization vs. traditional A/B testing</h2><p>Most marketers know the grind of traditional testing. A/B tests pit two variants against each other, dividing the audience in half and waiting until a clear winner emerges. It’s simple, but painfully slow. To test more than two variants, teams either run multiple sequential A/B tests or move to multivariate testing—where several variants are tested in parallel.</p><p>Multivariate testing is faster, but it carries the same limitations:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Testing fatigue:</strong> The more combinations you test, the smaller each audience group becomes, making it difficult to achieve statistical significance without long delays.</li><li class="mb-2 ml-10 list-disc"><strong>Static outcomes:</strong> Once the test ends, the “winner” is fixed—even if customer behavior shifts the next week.</li><li class="mb-2 ml-10 list-disc"><strong>No personalization:</strong> Both A/B and multivariate tests search for one global winner, not the best action for each individual.</li></ul><p>To address these constraints, multi-armed bandit (MAB) algorithms emerged. Instead of splitting audiences evenly, MABs allocate more traffic to better-performing variants while still leaving room to explore others. This makes them more efficient and adaptive than static tests—but they still only optimize at the segment or whole customer population level.</p><p>Contextual bandits take the next step. By incorporating customer attributes (purchase history, preferences, location), variant metadata (style, price point, timing), and even environmental factors (seasonality, holidays), contextual bandits learn the right action for each individual in context. Unlike MABs, they don’t just chase the overall best variant—they tailor decisions to the person.</p><p>BrazeAI Decisioning Studio™ builds on contextual bandits with a “community of bandits” approach, breaking down decisions into separate dimensions—such as channel, timing, subject line, creative, or offer. Dedicated agents optimize each dimension, then work together to determine the optimal combination for every customer.</p><p>BrazeAI Decisioning Studio™ personalization learns continuously, adapts in real time, and personalizes at scale—replacing the cycle of A/B fatigue with AI decisioning, and resource bottlenecks with self-learning campaigns that improve outcomes with every send.</p><div id="ben"></div><h2 id="h-8b8fe0698db0" class="my-4 text-gray-900 lg:text-display-lg">The benefits of BrazeAI Decisioning Studio™</h2><p>Faster testing is great, but what marketing teams really want are outcomes that compound over time. With self-learning algorithms, BrazeAI Decisioning Studio™ unlocks that potential, by turning every campaign into an ongoing cycle of learning and improvement. The benefits include:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Faster campaign optimization:</strong> Automated experimentation reallocates traffic in real time, so gains appear weeks faster than with manual tests.</li><li class="mb-2 ml-10 list-disc"><strong>Improved engagement and retention:</strong> Personalization across timing, channel, creative, and offers drives higher response rates and stronger loyalty.</li><li class="mb-2 ml-10 list-disc"><strong>One-to-one personalization at scale:</strong> Every decision adapts to the individual, even as behavior and context shift.</li><li class="mb-2 ml-10 list-disc"><strong>Reduced manual lift:</strong> Marketing teams no longer spend hours running and analyzing countless tests, freeing time for creative and strategic work.</li></ul><p>Together, these benefits transform marketing automation from a rules-based workflow into an AI-driven personalization system that gets sharper with every interaction. Instead of chasing short-term wins, marketers build a foundation where performance naturally improves as the system runs.</p><div id="results"></div><h2 id="h-2a05659dfdc5" class="my-4 text-gray-900 lg:text-display-lg">BrazeAI Decisioning Studio™ in action with real-world results</h2><p>BrazeAI Decisioning Studio™ solves two sides of the personalization challenge: it acts as the decisioning brain, continuously experimenting and selecting the right action for each customer and, natively integrated with your engagement and orchestration layer on Braze, delivers those actions instantly across email, SMS, push, in-app, and web.</p><p>The combined reinforcement learning and real-time customer journey orchestration creates a system where every customer journey is both adaptive and scalable. BrazeAI Decisioning Studio™ agents determine the best message, timing, and channel, while Braze executes those decisions as part of coordinated, cross-channel journeys.</p><p>One example of this in action is Kayo Sports, Australia’s largest and fastest-growing sports streaming service. By pairing BrazeAI Decisioning Studio™, Kayo has built a personalization engine capable of delivering 1.2 million daily variations of customer communications—a leap from just 300 previously.</p><div id="fan"></div><h3 id="h-27c28eac0f77" class="my-4 text-gray-900">Kayo Sports personalizes the playbook for 1:1 fan engagement</h3><p>Launched as part of the Foxtel Group (now a DAZN company), <a href="https://www.braze.com/customers/kayo-sports-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Kayo Sports</a> is Australia’s largest and fastest-growing sports streaming service, offering instant access to more than 50 sports live and on demand. With over 30,000 hours of sports, documentaries, and entertainment shows from FOX SPORTS Australia and ESPN, Kayo has built a reputation for delivering a cutting-edge streaming experience and cultivating a customer-first culture.</p><h4 id="h-419c5cb44a53" class="my-4 text-gray-900">The challenge</h4><p>In the crowded streaming market, Kayo Sports knew that retention and loyalty would depend on delivering truly personalized experiences. Early efforts included tailored sign-up flows and curated in-app content, but <a href="https://www.braze.com/resources/reports-and-guides/braze-ai-playbook" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">customer engagement campaigns</a> were limited by manual rules and workflows. The team wanted to move beyond segmentation and one-size-fits-all tests to build a system capable of making personalized decisions for every fan across channels.</p><h4 id="h-c0ebbc235609" class="my-4 text-gray-900">The strategy</h4><p>Kayo Sports built its “Customer Cortex,” a personalization engine powered by AI agents and integrated with Braze. The Cortex analyzes user behavior, preferences, and engagement patterns to create 1:1 subscriber experiences at scale.</p><ul><li class="mb-2 ml-10 list-disc"><strong>Data:</strong> Ten purpose-built reinforcement learning models transformed customer data, creating deep subscriber profiles.</li><li class="mb-2 ml-10 list-disc"><strong>Decisioning:</strong> AI agents optimized message, channel, timing, frequency, and promotions, learning the best action for each customer.</li><li class="mb-2 ml-10 list-disc"><strong>Delivery:</strong> Braze orchestrated the journeys, scaling communications from 300 preset workflows to 1.2 million possible variations across email, push, SMS, and in-app messaging.</li></ul><img alt="Kayo Sports ad for $10 off monthly for 2 months, displayed on mobile and desktop screens, featuring three athletes." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbfd773c55d597fc2dd9258bf55cf6b6f89396386-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbfd773c55d597fc2dd9258bf55cf6b6f89396386-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbfd773c55d597fc2dd9258bf55cf6b6f89396386-2400x1200.png&amp;w=1920&amp;q=75"/><p><a href="https://www.braze.com/customers/kayo-sports-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">https://www.braze.com/customers/kayo-sports-case-study</a></p><p>This approach now gives Kayo an automated cycle of real-time personalization and customer journey orchestration that adapts daily, ensuring every fan gets the right message across every channel.</p><h4 id="h-4f33e8645159" class="my-4 text-gray-900">The results</h4><ul><li class="mb-2 ml-10 list-disc"><strong>14% increase</strong> in customers reactivating within 12 months of churning</li><li class="mb-2 ml-10 list-disc"><strong>8% increase</strong> in average annual occupancy</li><li class="mb-2 ml-10 list-disc"><strong>105% increase</strong> in cross-sell to sister service BINGE</li><li class="mb-2 ml-10 list-disc">Achieved while subscription prices <strong>rose by 20%</strong></li></ul><img alt="Quote from Anthony O&#x27;Byrne of Kayo Sports about Customer Cortex&#x27;s integration with OfferFit and Braze, leading to a significant increase in customer actions." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0757aa644e378324587d217047324c906e3af678-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0757aa644e378324587d217047324c906e3af678-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0757aa644e378324587d217047324c906e3af678-2400x1200.png&amp;w=1920&amp;q=75"/><div id="high"></div><h2 id="h-67dd9ae67735" class="my-4 text-gray-900 lg:text-display-lg">4 high-impact use cases for BrazeAI Decisioning Studio™</h2><p>Here are four of the most effective ways brands use BrazeAI Decisioning Studio™ with Braze to drive key customer actions.</p><h3 id="h-9191ba51dd5c" class="my-4 text-gray-900">1. The “get them started right” onboarding campaign</h3><p>This may sound familiar: a customer signs up, downloads your app, or starts a free trial…and then disappears. Without the right nudge, they never finish setting up or activating, which means they never see the real value of your product.</p><p>BrazeAI Decisioning Studio™ personalizes onboarding journeys by testing different cadences, channels, and creative in real time. One customer might get an SMS reminder to finish setup in the morning, another might receive an in-app message that highlights a key feature in the evening. Braze delivers these tailored journeys automatically, so every new user gets the right message at the right moment.</p><p><strong>Pro tip:</strong> Use a mix of channels in early onboarding. Customers who ignore email might respond to push or SMS, and BrazeAI Decisioning Studio™ agents will quickly learn which combination works best.</p><h3 id="h-9d48e85f670a" class="my-4 text-gray-900">2. The “don’t let them slip away” retention campaign</h3><p>Retaining customers is difficult and many marketers resort to offering blanket discounts. But overspending on promotions for people who would have stayed anyway is a risk.</p><p>With BrazeAI Decisioning Studio™, retention campaigns get smarter. AI agents learn which subscribers need an incentive, which are likely to renew without one, and which should be engaged with a different type of message. Braze then delivers those individualized decisions through email, push, or in-app, ensuring every renewal message is both timely and cost-effective.</p><p><strong>Pro tip:</strong> Combine BrazeAI Decisioning Studio™ with <a href="https://www.braze.com/resources/articles/braze-predictive-churn" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Braze Predictive Churn</a>. Use churn scores to identify at-risk users, then let BrazeAI Decisioning Studio™ optimize the timing and type of retention outreach.</p><h3 id="h-da73a069b813" class="my-4 text-gray-900">3. The “ready for more” cross-sell and upsell campaign</h3><p>Not every customer is ready for an upgrade, and sending the same offer to everyone can create churn risk.</p><p>BrazeAI Decisioning Studio™ personalizes cross-sell and upsell campaigns by analyzing which customers respond best to leapfrog offers, who requires a discount, and who simply needs more time. Within Braze Canvas, these decisions translate into personalized paths across email, in-app, SMS, and push, and result in a higher average revenue per user without wasted spend.</p><p><strong>Pro tip:</strong> Don’t just test offers—test timing. BrazeAI Decisioning Studio™ may learn that some customers are more likely to upgrade right after a purchase, while others need a quiet period before considering add-ons.</p><h3 id="h-99c9084f07a3" class="my-4 text-gray-900">4. The “we miss you” re-engagement campaign</h3><p>Every brand has customers who stop showing up. Sending the same “come back” message to everyone rarely works.</p><p>BrazeAI Decisioning Studio™ turns re-engagement into an ongoing learning process. Agents test different creative, offers, channels, and timings to discover what works for each individual. With Braze handling delivery, one customer might receive a playful push notification, another a discount code by email, and another a reminder of new features via SMS. Over time, winback campaigns get sharper and more cost-efficient.</p><p><strong>Pro tip:</strong> Set a re-eligibility window in <a href="https://www.braze.com/product/journey-orchestration" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Braze Canvas</a> so lapsed users can re-enter campaigns if they show signs of churning again. BrazeAI Decisioning Studio™ will continue adapting as their behavior changes.</p><div id="for"></div><h2 id="h-ed4c6f450a4e" class="my-4 text-gray-900 lg:text-display-lg">Considerations for scaling with BrazeAI Decisioning Studio™ personalization</h2><p>AI decisioning can be transformative for marketers, and with the right preparation, adopting BrazeAI Decisioning Studio™is both achievable and rewarding. Success comes from recognizing the key areas that make the biggest difference—data quality, organizational alignment, transparency, and compliance—and planning for them early. Here are some of the most important considerations for teams getting started.</p><img alt="Infographic titled &quot;Considerations for scaling personalization&quot; with four points: Strong data foundation, Explainable AI, Privacy and compliance, and Alignment." loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe3a26a93d39a4b99eb0e9ca147d97a5afc6ad9ca-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe3a26a93d39a4b99eb0e9ca147d97a5afc6ad9ca-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe3a26a93d39a4b99eb0e9ca147d97a5afc6ad9ca-2400x1200.png&amp;w=1920&amp;q=75"/><h3 id="h-693c8ade8474" class="my-4 text-gray-900">Strengthen your data foundation</h3><p>BrazeAI Decisioning Studio™ learns from customer-level data, so the more high-quality inputs you can provide, the faster and more effective the system will be. Most brands already unify this information in a warehouse or CDP, but it’s worth auditing your data pipelines before launching. The goal isn’t perfection—it’s ensuring key events (purchases, logins, cancellations, renewals) are accurate and available.</p><h3 id="h-3a9ddcd4eae6" class="my-4 text-gray-900">Build trust with explainable AI</h3><p>Marketers need to understand not only <em>what</em> the AI is doing, but <em>why</em>. BrazeAI Decisioning Studio™ reveals insights that show which variables matter most (like timing, channel, or creative) and how they affect performance. These insights help teams build confidence in the system, communicate results to stakeholders, and apply learnings across campaigns.</p><h3 id="h-3a89f4a8a17c" class="my-4 text-gray-900">Respect privacy and compliance</h3><p>Personalization must always align with data protection standards. BrazeAI Decisioning Studio™ works with pseudonymized customer-level data and integrates into existing martech stacks without requiring sensitive information to leave your systems. When used with Braze’s compliance and data governance features, this makes it possible to scale personalization while staying aligned with regulatory requirements.</p><h3 id="h-2cb801e3c7d5" class="my-4 text-gray-900">Secure stakeholder buy-in</h3><p>AI decisioning is a cross-functional effort. Marketing, data, product, and compliance teams all play a role, and each comes with their own priorities. Building alignment early helps prevent bottlenecks later. Education is also critical. Explaining how reinforcement learning works, what guardrails are in place, and how performance will be measured makes it easier to get executives and cross-functional partners on board.</p><div id="with"></div><h2 id="h-d4c331ae8640" class="my-4 text-gray-900 lg:text-display-lg">Getting started with BrazeAI Decisioning Studio™</h2><p>Getting started with BrazeAI Decisioning Studio™ doesn’t require a full-scale transformation. Most brands begin with one high-impact use case—like onboarding, retention, or winback—and expand from there. BrazeAI Decisioning Studio™ natively integrates with Braze, so once the decisioning engine identifies the best action for each customer, Braze delivers it in real time across email, push, SMS, and in-app messaging.</p><p>With the right data foundation and cross-functional support in place, marketers can quickly prove ROI, build internal momentum, and scale one-to-one marketing across the entire customer journey.</p><div class="p-8 bg-primary-400 rounded-xl gap-8 flex flex-col text-white"><div class="flex flex-col gap-4"><div class="font-bold text-display-sm">Ready to get started? </div></div><div class="flex flex-wrap gap-4"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[18px] py-[10px] text-md border border-[#4411D6] bg-[#4411D6] text-white shadow-normal hover:border-[#1505C9] hover:bg-[#1505C9] hover:shadow-normal active:border-[#4411D6] active:bg-[#4411D6] active:shadow-focused disabled:border disabled:border-gray-200 disabled:bg-gray-200 disabled:text-gray-400 disabled:shadow-xs w-full sm:w-fit false" href="/get-started">Speak to sales today</a></div></div><div id="faqs"></div><h2 id="h-f2e6ef398aff" class="my-4 text-gray-900 lg:text-display-lg">BrazeAI Decisioning Studio™ AI FAQs</h2><h3 id="h-b09cb78602fe" class="my-4 text-gray-900">What is OfferFit?</h3><p>OfferFit, now BrazeAI Decisioning Studio™, is an AI decisioning engine that uses reinforcement learning to deliver one-to-one personalization at scale. It continuously tests and learns to optimize messaging, channel, timing, and offers for each individual customer.</p><h3 id="h-be96b619071c" class="my-4 text-gray-900">How does BrazeAI Decisioning Studio™ work?</h3><p>BrazeAI Decisioning Studio™ works by deploying AI agents that run automated experiments across multiple campaign variables. These agents learn from customer behavior in real time, making better decisions with each interaction.</p><h3 id="h-755c7074e0cc" class="my-4 text-gray-900">What makes BrazeAI Decisioning Studio™ different from traditional A/B testing?</h3><p>Unlike traditional A/B testing, BrazeAI Decisioning Studio™ doesn’t wait for tests to finish before acting. Instead, it uses reinforcement learning to continuously optimize, personalizing at both the segment and individual level while adapting to changes in customer behavior.</p><h3 id="h-af6866e320ad" class="my-4 text-gray-900">What are the benefits of using BrazeAI Decisioning Studio™ for marketers?</h3><p>The benefits of BrazeAI Decisioning Studio™ for marketers include faster campaign optimization, improved customer engagement and retention, reduced testing fatigue, and the ability to scale true one-to-one personalization. These gains translate into stronger ROI and customer lifetime value.</p><h3 id="h-9cf13ea5d87a" class="my-4 text-gray-900">How does BrazeAI Decisioning Studio™ use reinforcement learning?</h3><p>BrazeAI Decisioning Studio™ uses reinforcement learning through contextual bandits, which allow agents to personalize decisions for each customer. This means the system not only finds what works best overall but adapts to individual preferences and context.</p><h3 id="h-3c1b89a92ce2" class="my-4 text-gray-900">How do Braze and BrazeAI Decisioning Studio™ work together?</h3><p>Braze and BrazeAI Decisioning Studio™ work together by combining decisioning and orchestration. BrazeAI Decisioning Studio™ determines the best action for each customer, while the Braze customer engagement platform delivers that action instantly across channels like email, SMS, push, and in-app messaging.</p><h3 id="h-bf7b4f3c35eb" class="my-4 text-gray-900">What companies use BrazeAI Decisioning Studio™?</h3><p>BrazeAI Decisioning Studio™ is used by leading brands across industries including telecom, energy, retail, streaming, travel, and financial services. Customers include brands like Brinks Home, Canadian Tire, Chime, LATAM Airlines, MetLife, Foxtel/Kayo Sports, Wyndham Hotels, and Yelp.</p><h3 id="h-62bfc4dcb48a" class="my-4 text-gray-900">Is BrazeAI Decisioning Studio™ an AI tool or a personalization platform?</h3><p>BrazeAI Decisioning Studio™ is a solution that provides a decisioning layer on top of your customer engagement platform to enable 1:1 AI-powered personalization. The solution is natively integrated with Braze to deliver on personalized recommendations.</p><h3 id="h-8d17a21c2029" class="my-4 text-gray-900">What are examples of BrazeAI Decisioning Studio™ in action?</h3><p>Examples of BrazeAI Decisioning Studio™ in action include <a href="https://www.braze.com/customers/kayo-sports-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Kayo Sports</a>, which scaled from 300 to 1.2 million personalization variations daily, boosting reactivation and cross-sell, and <a href="https://www.braze.com/press-releases/braze-completes-acquisition-of-offerfit" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Brinks Home</a>, which grew contract extension value by over 450%. These real-world cases show how BrazeAI Decisioning Studio™ personalizes at scale to drive measurable business impact.</p><p></p></div></div><div class="flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]"><div class="flex flex-col gap-5"><h6 class="text-sm uppercase text-gray-600">Related Tags</h6><div class="flex flex-wrap gap-3 text-sm"><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search AI Decisioning tag" href="/search?resource=Article&amp;productFeature=AI Decisioning">AI Decisioning</a></div></div><div class="hidden flex-col gap-8 bg-white  md:sticky md:top-20 md:flex"><div class="rounded-xl bg-primary-500 shadow-xl p-6 flex flex-col gap-6 items-start"><div class="w-full flex flex-col gap-4 flex-1"><span class="text-sm text-primary-100 font-bold">SUBSCRIBE</span><h4 class="!text-white text-display-xs font-extrabold">Be Absolutely Engaging.<!-- -->™</h4><p class="text-lg 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AI Decisioning for Marketers | Braze\",\"type\":\"link\"}]]}]}],[\"$\",\"div\",null,{\"className\":\"flex shrink-0 grow basis-0 flex-col gap-12\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8\",\"children\":[[\"$\",\"span\",null,{\"className\":\"text-sm font-semibold text-gray-600\",\"children\":\"AUTHOR\"}],[[\"$\",\"div\",\"af8d090c-47dd-436b-9091-15d4b3315919\",{\"className\":\"flex items-center gap-4\",\"children\":[[\"$\",\"span\",null,{\"className\":\"block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100\",\"children\":[false,[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png\",\"alt\":\"\",\"width\":160,\"height\":160,\"className\":\"size-full object-cover\"}]]}],[\"$\",\"div\",null,{\"className\":\"flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center\",\"children\":[[\"$\",\"h6\",null,{\"className\":\"text-md font-semibold text-gray-900 sm:text-lg\",\"children\":\"Team Braze\"}],\"$undefined\"]}]]}]]]}],null,null,[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-6\",\"children\":[[\"$\",\"p\",null,{\"children\":[\"Personalization has become one of the biggest levers marketers can pull for growth. But delivering truly individualized experiences and AI-driven personalization has always come with trade-offs—long testing cycles, manual segmentation, and campaign fatigue.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://offerfit.ai/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"BrazeAI Decisioning Studio™\"]}],\", previously known as OfferFit by Braze, changes that equation. Built on reinforcement learning, it’s an AI decisioning engine that automates experimentation and makes one-to-one personalization possible at scale. Acting as the “brain” between data systems and customer engagement platforms, BrazeAI Decisioning Studio™ continually learns the right message, timing, channel, and incentive for each individual customer to personalize and customize every aspect of customer communication.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/8551b980f4a97425d532e574c22228bdbd42174a-2400x1546.png\",\"alt\":\"A BrazeAI decisioning diagram showing customer segmentation by interests (hiking, biking, running) leading to personalized push notifications.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[\"Now integrated into the Braze customer engagement platform, BrazeAI Decisioning Studio™ complements the platform’s journey orchestration and real-time delivery capabilities. Together, they give marketers a powerful way to replace guesswork with continuous optimization—unlocking more revenue, stronger relationships, and campaigns that adapt in real time.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Contents\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#what\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"What is OfferFit?\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#how\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"How OfferFit AI works\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#why\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Why OfferFit matters now\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#trad\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"OfferFit personalization vs. traditional A/B testing\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#ben\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"The benefits of OfferFit marketing automation\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#results\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"OfferFit and Braze in action with real-world results\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#fan\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Kayo Sports personalizes the playbook for 1:1 fan engagement\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#high\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"4 high-impact use cases for OfferFit AI\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#for\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Considerations for scaling with OfferFit personalization\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#with\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Getting started with OfferFit AI\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/what-is-offerfit#faqs\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"OfferFit AI FAQs\"]}]]}],[\"$\",\"div\",null,{\"id\":\"what\"}],[\"$\",\"h2\",null,{\"id\":\"h-ef26140c52a6\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"What is OfferFit?\"]}],[\"$\",\"p\",null,{\"children\":[\"OfferFit, which is now the BrazeAI Decisioning Studio™, is an AI decisioning engine designed to take the guesswork out of personalization. Instead of relying on broad segments, static rules, or one-off A/B tests, BrazeAI Decisioning Studio™ uses AI agents and reinforcement learning to make individualized decisions for every customer.\"]}],[\"$\",\"p\",null,{\"children\":[\"The solution acts as a decisioning layer in your martech stack. It ingests customer data from sources like CDPs or data warehouses, evaluates the available actions—whether that’s an email, push notification, discount, or timing—and chooses the best option for each person. With every interaction, the system learns and refines, continuously improving campaign outcomes.\"]}],[\"$\",\"p\",null,{\"children\":[\"This “self-learning campaign” approach utilizes self-learning algorithms and means marketers no longer need to manually test every variable. BrazeAI Decisioning Studio™ experiments across dimensions like channel, subject line, frequency, creative, and offer type, optimizing against the key performance indicators (KPIs) that matter most—whether that’s conversions, revenue per user, or customer lifetime value.\"]}],[\"$\",\"div\",null,{\"id\":\"how\"}],[\"$\",\"h2\",null,{\"id\":\"h-24aaa76fd5b7\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"How BrazeAI Decisioning Studio™ works\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ engine is powered by reinforcement learning, a type of machine learning where agents learn by experimenting and adjusting based on results. Instead of running a handful of static A/B tests, BrazeAI Decisioning Studio™ continuously runs automated experimentation across multiple variables at once, finding the right action for each individual customer.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/4256e85376c0f1facda8ab4266c0c02662e9b2b4-2400x1546.png\",\"alt\":\"Braze AI Decisioning Loop diagram illustrating the flow from warehouse data to the AI Studio for decisions, driving marketing and customer communications, with interactions feeding back into the data system.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[\"Getting started involves three main steps:\"]}],[\"$\",\"ol\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Choose a success metric.\"]}],\" Marketers define the KPI the AI agent will optimize, such as conversion rate, revenue per cart abandoned, or average revenue per user (ARPU).\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Build an action bank. \"]}],\"Marketers select the full set of options the AI can personalize against—channels, offers, creative, subject lines, timing, cadence, discount levels and more.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-decimal\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Deploy the agent.\"]}],\" The AI decisioning agent tests across the action bank, drawing on all available first-party data and hundreds of customer characteristics. It progressively learns the best combination for each customer and adapts as conditions change.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Under the hood, BrazeAI Decisioning Studio™ relies on contextual bandits, an advanced form of reinforcement learning. Unlike traditional multi-armed bandits that look for one “winner” across a group, contextual bandits determine the optimal choice for each individual, using context from every available data point.\"]}],[\"$\",\"p\",null,{\"children\":[\"What you get is a system that runs millions of micro-experiments in real time, constantly improving.\"]}],[\"$\",\"div\",null,{\"id\":\"why\"}],[\"$\",\"h2\",null,{\"id\":\"h-a7102ecf3459\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Why BrazeAI Decisioning Studio™ matters now\"]}],[\"$\",\"p\",null,{\"children\":[\"Marketing teams face testing fatigue, resource bottlenecks, and the pressure to deliver \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/personalization-at-scale\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"personalization at scale\"]}],\". Budgets tighten while expectations rise, and CFOs demand a clear link between AI investments and measurable financial outcomes.\"]}],[\"$\",\"p\",null,{\"children\":[\"Three shifts make this the moment for BrazeAI Decisioning Studio™:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"From acquisition to lifecycle value.\"]}],\" With higher capital costs and tighter purse strings, growth depends on retention, reactivation, cross-sell, and repurchase—where \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/one-to-one-marketing\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"one-to-one marketing decisions\"]}],\" drive meaningful impact. Boards and finance leaders want AI tied to revenue, margin, and customer lifetime value, not novelty.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"From profiles and events to 1:1 decisions.\"]}],\" As an additive layer between your systems of record and systems of engagement, BrazeAI Decisioning Studio™ provides reinforcement learning agents and activates decisions across channels in real time.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"From A/B fatigue to continuous automated experimentation.\"]}],\" Traditional segmentation and manual testing cannot keep up with the complexity of today’s campaigns. BrazeAI Decisioning Studio™ automates experimentation with contextual bandits, learning per individual and adapting as conditions change—reducing manual lift while compounding gains over time.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"The payoff is clear. According to \",[\"$\",\"a\",null,{\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"research from McKinsey\"]}],\", personalization can reduce acquisition costs by up to 50%, lift revenues by 5-15%, and increase marketing ROI by 10-30%. Companies with faster growth rates derive 40% more revenue from personalization than slower-growing peers.\"]}],[\"$\",\"div\",null,{\"id\":\"trad\"}],[\"$\",\"h2\",null,{\"id\":\"h-2561e1bdbfc5\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"BrazeAI Decisioning Studio™ personalization vs. traditional A/B testing\"]}],[\"$\",\"p\",null,{\"children\":[\"Most marketers know the grind of traditional testing. A/B tests pit two variants against each other, dividing the audience in half and waiting until a clear winner emerges. It’s simple, but painfully slow. To test more than two variants, teams either run multiple sequential A/B tests or move to multivariate testing—where several variants are tested in parallel.\"]}],[\"$\",\"p\",null,{\"children\":[\"Multivariate testing is faster, but it carries the same limitations:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Testing fatigue:\"]}],\" The more combinations you test, the smaller each audience group becomes, making it difficult to achieve statistical significance without long delays.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Static outcomes:\"]}],\" Once the test ends, the “winner” is fixed—even if customer behavior shifts the next week.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"No personalization:\"]}],\" Both A/B and multivariate tests search for one global winner, not the best action for each individual.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"To address these constraints, multi-armed bandit (MAB) algorithms emerged. Instead of splitting audiences evenly, MABs allocate more traffic to better-performing variants while still leaving room to explore others. This makes them more efficient and adaptive than static tests—but they still only optimize at the segment or whole customer population level.\"]}],[\"$\",\"p\",null,{\"children\":[\"Contextual bandits take the next step. By incorporating customer attributes (purchase history, preferences, location), variant metadata (style, price point, timing), and even environmental factors (seasonality, holidays), contextual bandits learn the right action for each individual in context. Unlike MABs, they don’t just chase the overall best variant—they tailor decisions to the person.\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ builds on contextual bandits with a “community of bandits” approach, breaking down decisions into separate dimensions—such as channel, timing, subject line, creative, or offer. Dedicated agents optimize each dimension, then work together to determine the optimal combination for every customer.\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ personalization learns continuously, adapts in real time, and personalizes at scale—replacing the cycle of A/B fatigue with AI decisioning, and resource bottlenecks with self-learning campaigns that improve outcomes with every send.\"]}],[\"$\",\"div\",null,{\"id\":\"ben\"}],[\"$\",\"h2\",null,{\"id\":\"h-8b8fe0698db0\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"The benefits of BrazeAI Decisioning Studio™\"]}],[\"$\",\"p\",null,{\"children\":[\"Faster testing is great, but what marketing teams really want are outcomes that compound over time. With self-learning algorithms, BrazeAI Decisioning Studio™ unlocks that potential, by turning every campaign into an ongoing cycle of learning and improvement. The benefits include:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Faster campaign optimization:\"]}],\" Automated experimentation reallocates traffic in real time, so gains appear weeks faster than with manual tests.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Improved engagement and retention:\"]}],\" Personalization across timing, channel, creative, and offers drives higher response rates and stronger loyalty.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"One-to-one personalization at scale:\"]}],\" Every decision adapts to the individual, even as behavior and context shift.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Reduced manual lift:\"]}],\" Marketing teams no longer spend hours running and analyzing countless tests, freeing time for creative and strategic work.\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Together, these benefits transform marketing automation from a rules-based workflow into an AI-driven personalization system that gets sharper with every interaction. Instead of chasing short-term wins, marketers build a foundation where performance naturally improves as the system runs.\"]}],[\"$\",\"div\",null,{\"id\":\"results\"}],[\"$\",\"h2\",null,{\"id\":\"h-2a05659dfdc5\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"BrazeAI Decisioning Studio™ in action with real-world results\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ solves two sides of the personalization challenge: it acts as the decisioning brain, continuously experimenting and selecting the right action for each customer and, natively integrated with your engagement and orchestration layer on Braze, delivers those actions instantly across email, SMS, push, in-app, and web.\"]}],[\"$\",\"p\",null,{\"children\":[\"The combined reinforcement learning and real-time customer journey orchestration creates a system where every customer journey is both adaptive and scalable. BrazeAI Decisioning Studio™ agents determine the best message, timing, and channel, while Braze executes those decisions as part of coordinated, cross-channel journeys.\"]}],[\"$\",\"p\",null,{\"children\":[\"One example of this in action is Kayo Sports, Australia’s largest and fastest-growing sports streaming service. By pairing BrazeAI Decisioning Studio™, Kayo has built a personalization engine capable of delivering 1.2 million daily variations of customer communications—a leap from just 300 previously.\"]}],[\"$\",\"div\",null,{\"id\":\"fan\"}],[\"$\",\"h3\",null,{\"id\":\"h-27c28eac0f77\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Kayo Sports personalizes the playbook for 1:1 fan engagement\"]}],[\"$\",\"p\",null,{\"children\":[\"Launched as part of the Foxtel Group (now a DAZN company), \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/kayo-sports-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Kayo Sports\"]}],\" is Australia’s largest and fastest-growing sports streaming service, offering instant access to more than 50 sports live and on demand. With over 30,000 hours of sports, documentaries, and entertainment shows from FOX SPORTS Australia and ESPN, Kayo has built a reputation for delivering a cutting-edge streaming experience and cultivating a customer-first culture.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-419c5cb44a53\",\"className\":\"my-4 text-gray-900\",\"children\":[\"The challenge\"]}],[\"$\",\"p\",null,{\"children\":[\"In the crowded streaming market, Kayo Sports knew that retention and loyalty would depend on delivering truly personalized experiences. Early efforts included tailored sign-up flows and curated in-app content, but \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-ai-playbook\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"customer engagement campaigns\"]}],\" were limited by manual rules and workflows. The team wanted to move beyond segmentation and one-size-fits-all tests to build a system capable of making personalized decisions for every fan across channels.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-c0ebbc235609\",\"className\":\"my-4 text-gray-900\",\"children\":[\"The strategy\"]}],[\"$\",\"p\",null,{\"children\":[\"Kayo Sports built its “Customer Cortex,” a personalization engine powered by AI agents and integrated with Braze. The Cortex analyzes user behavior, preferences, and engagement patterns to create 1:1 subscriber experiences at scale.\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Data:\"]}],\" Ten purpose-built reinforcement learning models transformed customer data, creating deep subscriber profiles.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Decisioning:\"]}],\" AI agents optimized message, channel, timing, frequency, and promotions, learning the best action for each customer.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Delivery:\"]}],\" Braze orchestrated the journeys, scaling communications from 300 preset workflows to 1.2 million possible variations across email, push, SMS, and in-app messaging.\"]}]]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/bfd773c55d597fc2dd9258bf55cf6b6f89396386-2400x1200.png\",\"alt\":\"Kayo Sports ad for $10 off monthly for 2 months, displayed on mobile and desktop screens, featuring three athletes.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/kayo-sports-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"https://www.braze.com/customers/kayo-sports-case-study\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"This approach now gives Kayo an automated cycle of real-time personalization and customer journey orchestration that adapts daily, ensuring every fan gets the right message across every channel.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-4f33e8645159\",\"className\":\"my-4 text-gray-900\",\"children\":[\"The results\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"14% increase\"]}],\" in customers reactivating within 12 months of churning\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"8% increase\"]}],\" in average annual occupancy\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"105% increase\"]}],\" in cross-sell to sister service BINGE\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Achieved while subscription prices \",[\"$\",\"strong\",null,{\"children\":[\"rose by 20%\"]}]]}]]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/0757aa644e378324587d217047324c906e3af678-2400x1200.png\",\"alt\":\"Quote from Anthony O'Byrne of Kayo Sports about Customer Cortex's integration with OfferFit and Braze, leading to a significant increase in customer actions.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"div\",null,{\"id\":\"high\"}],[\"$\",\"h2\",null,{\"id\":\"h-67dd9ae67735\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"4 high-impact use cases for BrazeAI Decisioning Studio™\"]}],[\"$\",\"p\",null,{\"children\":[\"Here are four of the most effective ways brands use BrazeAI Decisioning Studio™ with Braze to drive key customer actions.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-9191ba51dd5c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"1. The “get them started right” onboarding campaign\"]}],[\"$\",\"p\",null,{\"children\":[\"This may sound familiar: a customer signs up, downloads your app, or starts a free trial…and then disappears. Without the right nudge, they never finish setting up or activating, which means they never see the real value of your product.\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ personalizes onboarding journeys by testing different cadences, channels, and creative in real time. One customer might get an SMS reminder to finish setup in the morning, another might receive an in-app message that highlights a key feature in the evening. Braze delivers these tailored journeys automatically, so every new user gets the right message at the right moment.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Pro tip:\"]}],\" Use a mix of channels in early onboarding. Customers who ignore email might respond to push or SMS, and BrazeAI Decisioning Studio™ agents will quickly learn which combination works best.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-9d48e85f670a\",\"className\":\"my-4 text-gray-900\",\"children\":[\"2. The “don’t let them slip away” retention campaign\"]}],[\"$\",\"p\",null,{\"children\":[\"Retaining customers is difficult and many marketers resort to offering blanket discounts. But overspending on promotions for people who would have stayed anyway is a risk.\"]}],[\"$\",\"p\",null,{\"children\":[\"With BrazeAI Decisioning Studio™, retention campaigns get smarter. AI agents learn which subscribers need an incentive, which are likely to renew without one, and which should be engaged with a different type of message. Braze then delivers those individualized decisions through email, push, or in-app, ensuring every renewal message is both timely and cost-effective.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Pro tip:\"]}],\" Combine BrazeAI Decisioning Studio™ with \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/braze-predictive-churn\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Braze Predictive Churn\"]}],\". Use churn scores to identify at-risk users, then let BrazeAI Decisioning Studio™ optimize the timing and type of retention outreach.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-da73a069b813\",\"className\":\"my-4 text-gray-900\",\"children\":[\"3. The “ready for more” cross-sell and upsell campaign\"]}],[\"$\",\"p\",null,{\"children\":[\"Not every customer is ready for an upgrade, and sending the same offer to everyone can create churn risk.\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ personalizes cross-sell and upsell campaigns by analyzing which customers respond best to leapfrog offers, who requires a discount, and who simply needs more time. Within Braze Canvas, these decisions translate into personalized paths across email, in-app, SMS, and push, and result in a higher average revenue per user without wasted spend.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Pro tip:\"]}],\" Don’t just test offers—test timing. BrazeAI Decisioning Studio™ may learn that some customers are more likely to upgrade right after a purchase, while others need a quiet period before considering add-ons.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-99c9084f07a3\",\"className\":\"my-4 text-gray-900\",\"children\":[\"4. The “we miss you” re-engagement campaign\"]}],[\"$\",\"p\",null,{\"children\":[\"Every brand has customers who stop showing up. Sending the same “come back” message to everyone rarely works.\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ turns re-engagement into an ongoing learning process. Agents test different creative, offers, channels, and timings to discover what works for each individual. With Braze handling delivery, one customer might receive a playful push notification, another a discount code by email, and another a reminder of new features via SMS. Over time, winback campaigns get sharper and more cost-efficient.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Pro tip:\"]}],\" Set a re-eligibility window in \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/product/journey-orchestration\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Braze Canvas\"]}],\" so lapsed users can re-enter campaigns if they show signs of churning again. BrazeAI Decisioning Studio™ will continue adapting as their behavior changes.\"]}],[\"$\",\"div\",null,{\"id\":\"for\"}],[\"$\",\"h2\",null,{\"id\":\"h-ed4c6f450a4e\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Considerations for scaling with BrazeAI Decisioning Studio™ personalization\"]}],[\"$\",\"p\",null,{\"children\":[\"AI decisioning can be transformative for marketers, and with the right preparation, adopting BrazeAI Decisioning Studio™is both achievable and rewarding. Success comes from recognizing the key areas that make the biggest difference—data quality, organizational alignment, transparency, and compliance—and planning for them early. Here are some of the most important considerations for teams getting started.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e3a26a93d39a4b99eb0e9ca147d97a5afc6ad9ca-2400x1200.png\",\"alt\":\"Infographic titled \\\"Considerations for scaling personalization\\\" with four points: Strong data foundation, Explainable AI, Privacy and compliance, and Alignment.\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h3\",null,{\"id\":\"h-693c8ade8474\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Strengthen your data foundation\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ learns from customer-level data, so the more high-quality inputs you can provide, the faster and more effective the system will be. Most brands already unify this information in a warehouse or CDP, but it’s worth auditing your data pipelines before launching. The goal isn’t perfection—it’s ensuring key events (purchases, logins, cancellations, renewals) are accurate and available.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-3a9ddcd4eae6\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Build trust with explainable AI\"]}],[\"$\",\"p\",null,{\"children\":[\"Marketers need to understand not only \",[\"$\",\"em\",null,{\"children\":[\"what\"]}],\" the AI is doing, but \",[\"$\",\"em\",null,{\"children\":[\"why\"]}],\". BrazeAI Decisioning Studio™ reveals insights that show which variables matter most (like timing, channel, or creative) and how they affect performance. These insights help teams build confidence in the system, communicate results to stakeholders, and apply learnings across campaigns.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-3a89f4a8a17c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Respect privacy and compliance\"]}],[\"$\",\"p\",null,{\"children\":[\"Personalization must always align with data protection standards. BrazeAI Decisioning Studio™ works with pseudonymized customer-level data and integrates into existing martech stacks without requiring sensitive information to leave your systems. When used with Braze’s compliance and data governance features, this makes it possible to scale personalization while staying aligned with regulatory requirements.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-2cb801e3c7d5\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Secure stakeholder buy-in\"]}],[\"$\",\"p\",null,{\"children\":[\"AI decisioning is a cross-functional effort. Marketing, data, product, and compliance teams all play a role, and each comes with their own priorities. Building alignment early helps prevent bottlenecks later. Education is also critical. Explaining how reinforcement learning works, what guardrails are in place, and how performance will be measured makes it easier to get executives and cross-functional partners on board.\"]}],[\"$\",\"div\",null,{\"id\":\"with\"}],[\"$\",\"h2\",null,{\"id\":\"h-d4c331ae8640\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Getting started with BrazeAI Decisioning Studio™\"]}],[\"$\",\"p\",null,{\"children\":[\"Getting started with BrazeAI Decisioning Studio™ doesn’t require a full-scale transformation. Most brands begin with one high-impact use case—like onboarding, retention, or winback—and expand from there. BrazeAI Decisioning Studio™ natively integrates with Braze, so once the decisioning engine identifies the best action for each customer, Braze delivers it in real time across email, push, SMS, and in-app messaging.\"]}],[\"$\",\"p\",null,{\"children\":[\"With the right data foundation and cross-functional support in place, marketers can quickly prove ROI, build internal momentum, and scale one-to-one marketing across the entire customer journey.\"]}],[\"$\",\"$L36\",null,{\"_key\":\"f5ec47811f17\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"3ede61bd40cb\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Speak to sales today\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to get started? \",\"markDefs\":null}],[\"$\",\"div\",null,{\"id\":\"faqs\"}],[\"$\",\"h2\",null,{\"id\":\"h-f2e6ef398aff\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"BrazeAI Decisioning Studio™ AI FAQs\"]}],[\"$\",\"h3\",null,{\"id\":\"h-b09cb78602fe\",\"className\":\"my-4 text-gray-900\",\"children\":[\"What is OfferFit?\"]}],[\"$\",\"p\",null,{\"children\":[\"OfferFit, now BrazeAI Decisioning Studio™, is an AI decisioning engine that uses reinforcement learning to deliver one-to-one personalization at scale. It continuously tests and learns to optimize messaging, channel, timing, and offers for each individual customer.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-be96b619071c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"How does BrazeAI Decisioning Studio™ work?\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ works by deploying AI agents that run automated experiments across multiple campaign variables. These agents learn from customer behavior in real time, making better decisions with each interaction.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-755c7074e0cc\",\"className\":\"my-4 text-gray-900\",\"children\":[\"What makes BrazeAI Decisioning Studio™ different from traditional A/B testing?\"]}],[\"$\",\"p\",null,{\"children\":[\"Unlike traditional A/B testing, BrazeAI Decisioning Studio™ doesn’t wait for tests to finish before acting. Instead, it uses reinforcement learning to continuously optimize, personalizing at both the segment and individual level while adapting to changes in customer behavior.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-af6866e320ad\",\"className\":\"my-4 text-gray-900\",\"children\":[\"What are the benefits of using BrazeAI Decisioning Studio™ for marketers?\"]}],[\"$\",\"p\",null,{\"children\":[\"The benefits of BrazeAI Decisioning Studio™ for marketers include faster campaign optimization, improved customer engagement and retention, reduced testing fatigue, and the ability to scale true one-to-one personalization. These gains translate into stronger ROI and customer lifetime value.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-9cf13ea5d87a\",\"className\":\"my-4 text-gray-900\",\"children\":[\"How does BrazeAI Decisioning Studio™ use reinforcement learning?\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ uses reinforcement learning through contextual bandits, which allow agents to personalize decisions for each customer. This means the system not only finds what works best overall but adapts to individual preferences and context.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-3c1b89a92ce2\",\"className\":\"my-4 text-gray-900\",\"children\":[\"How do Braze and BrazeAI Decisioning Studio™ work together?\"]}],[\"$\",\"p\",null,{\"children\":[\"Braze and BrazeAI Decisioning Studio™ work together by combining decisioning and orchestration. BrazeAI Decisioning Studio™ determines the best action for each customer, while the Braze customer engagement platform delivers that action instantly across channels like email, SMS, push, and in-app messaging.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-bf7b4f3c35eb\",\"className\":\"my-4 text-gray-900\",\"children\":[\"What companies use BrazeAI Decisioning Studio™?\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ is used by leading brands across industries including telecom, energy, retail, streaming, travel, and financial services. Customers include brands like Brinks Home, Canadian Tire, Chime, LATAM Airlines, MetLife, Foxtel/Kayo Sports, Wyndham Hotels, and Yelp.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-62bfc4dcb48a\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Is BrazeAI Decisioning Studio™ an AI tool or a personalization platform?\"]}],[\"$\",\"p\",null,{\"children\":[\"BrazeAI Decisioning Studio™ is a solution that provides a decisioning layer on top of your customer engagement platform to enable 1:1 AI-powered personalization. The solution is natively integrated with Braze to deliver on personalized recommendations.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-8d17a21c2029\",\"className\":\"my-4 text-gray-900\",\"children\":[\"What are examples of BrazeAI Decisioning Studio™ in action?\"]}],[\"$\",\"p\",null,{\"children\":[\"Examples of BrazeAI Decisioning Studio™ in action include \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/kayo-sports-case-study\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Kayo Sports\"]}],\", which scaled from 300 to 1.2 million personalization variations daily, boosting reactivation and cross-sell, and \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/press-releases/braze-completes-acquisition-of-offerfit\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Brinks Home\"]}],\", which grew contract extension value by over 450%. These real-world cases show how BrazeAI Decisioning Studio™ personalizes at scale to drive measurable business impact.\"]}],[\"$\",\"p\",null,{\"children\":[\"\"]}]]}],null]}],[\"$\",\"div\",null,{\"className\":\"flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]\",\"children\":[[\"$\",\"div\",null,{\"className\":\"flex flex-col gap-5\",\"children\":[[\"$\",\"h6\",null,{\"className\":\"text-sm uppercase text-gray-600\",\"children\":\"Related Tags\"}],[\"$\",\"div\",null,{\"className\":\"flex flex-wrap gap-3 text-sm\",\"children\":[\"$undefined\",[[\"$\",\"$L2b\",\"0\",{\"href\":\"/search?resource=Article\u0026productFeature=AI Decisioning\",\"className\":\"block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700\",\"aria-label\":\"Search AI Decisioning tag\",\"children\":\"AI Decisioning\"}]],\"$undefined\",\"$undefined\",\"$undefined\",\"$undefined\"]}]]}],[\"$\",\"div\",null,{\"className\":\"hidden flex-col gap-8 bg-white  md:sticky md:top-20 md:flex\",\"children\":[\"$\",\"$L37\",null,{}]}]]}]]}]}],[\"$\",\"div\",null,{\"className\":\"container py-10 lg:py-28\",\"children\":[[\"$\",\"div\",null,{\"className\":\"mb-8 lg:flex lg:items-start lg:justify-between lg:mb-11\",\"children\":[[\"$\",\"div\",null,{\"children\":[[\"$\",\"h3\",null,{\"id\":\"related-content\",\"className\":\"mb-0 text-display-md md:text-display-lg font-extrabold\",\"children\":\"Related Content\"}],\"$undefined\"]}],[\"$\",\"$L30\",null,{\"className\":\"bg-gray-300 !text-black mt-4 lg:mt-0\",\"href\":\"/resources/articles\",\"label\":\"View the Blog\",\"variant\":\"secondaryGray\",\"size\":\"lg\"}]]}],[\"$\",\"$L38\",null,{\"className\":\"lg:grid lg:grid-cols-3 lg:gap-8 lg:auto-rows-stagger\",\"children\":[[\"$\",\"li\",\"68b74533-5f9f-46d4-a554-b089840b0c22\",{\"className\":\"row-start-3 row-span-3\",\"children\":[\"$\",\"$L2b\",null,{\"href\":\"/resources/articles/ai-decisioning-for-ramadan\",\"className\":\"block 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