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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 & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & 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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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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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</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">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><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="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><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="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></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 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><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="users-01"><use href="/icons/sprites.svg#users-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">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><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="code-02"><use 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href="/resources/articles/transforming-customer-engagement-through-creativity-and-ai">Transforming Custome...</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":"Transforming Custome...","item":"https://www.braze.com/resources/articles/transforming-customer-engagement-through-creativity-and-ai"}]}</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">Transforming Customer Engagement Through Creativity and AI</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Published on June 20, 2024</span><span>/</span><span>Last edited on June 20, 2024</span><span>/</span><span>6<!-- --> min read</span></p></div><div class="shrink-0 grow basis-0"><img alt="Transforming Customer Engagement Through Creativity and AI" 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%2F3809b161160e989b51f6b2f2adbd8013a54c6091-3000x3000.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3809b161160e989b51f6b2f2adbd8013a54c6091-3000x3000.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F3809b161160e989b51f6b2f2adbd8013a54c6091-3000x3000.png&w=1200&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 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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%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F996fade8959b68154f6f6557bc3b643f2a9e241d-641x641.png&w=384&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>If you work in marketing, you know about AI. It’s mentioned in emails. Brought up in meetings. And touted by brands on TV. This sudden ubiquity represents an industry-wide inflection point. Brands of all sizes are learning what AI is and what to do with it. But the category leaders are already invested. These top brands understand AI. And they’re finding creative ways to use it.</p><p><strong>The AI phenomenon isn’t limited to marketers</strong></p><p>AI also has the attention of developers, engineers, and product managers. They’re wondering about AI, too. Specifically, how to build it into their products.</p><p>Here at Braze, brands are asking us: How does Braze use AI? How do we take advantage of it? Well, sit back, relax, and follow along. Here’s how marketers approach AI. And how we do, too.</p><p><strong>We’ve done the research</strong></p><p>In our <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /2024-global-customer-engagement-review" href="/resources/reports-and-guides/2024-global-customer-engagement-review">2024 Customer Engagement Review</a>, we surveyed 1,900+ marketing execs and found the following consensus: When it comes to strategy and creativity, AI adds fuel to the fire. Makes sense, right? Good strategy + good creative + AI = better results.</p><p>In the survey, we asked brands if they’re using AI. A whopping 99% of respondents said they are. So…either everyone’s using it. Or everyone’s afraid to be the one not using it. Maybe both?</p><p>Either way, brands can agree AI is important. But can they agree on how to use it? Not so much. In that same survey, we asked respondents how they’re using AI:</p><ul><li class="mb-2 ml-10 list-disc">To Generate Creative Ideas: 48%</li><li class="mb-2 ml-10 list-disc">To Automate Repetitive Tasks: 47%</li><li class="mb-2 ml-10 list-disc">To Enhance Data Analysis: 47%</li><li class="mb-2 ml-10 list-disc">To Power Predictive Analytics: 47%</li></ul><p>With this quick, near universal adoption, it’s like marketers skipped the “early adopter” phase and went straight to the “late majority” phase. Seemingly everyone’s using it. But no one agrees on how.</p><p><strong>The Flamework Framework</strong></p><p>To help brands figure out AI, we created The Flamework Framework. This methodology helps you evaluate and implement new ideas, no matter where you’re at with AI. The approach works on three levels: Match, Spark, and Flame.</p><img alt="image" 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%2F50fa5362ed3db371b2feadb92f7f2e10b9bbedd2-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F50fa5362ed3db371b2feadb92f7f2e10b9bbedd2-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F50fa5362ed3db371b2feadb92f7f2e10b9bbedd2-2400x1210.png&w=1920&q=75"/><p><strong>1. Match: </strong>You can’t light a fire without a match. This first phase involves implementing simple, automated features.</p><p>One feature that’s popular at Braze is <a href="https://www.braze.com/docs/user_guide/sage_ai/recommendations/ai_item_recommendations/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">AI Item Recommendations</a>. This feature uses AI to analyze customer data and surface relevant items to those who they are most likely to resonate with.</p><p><strong>2. Spark: </strong>You’ve got a match—now spark it. This phase is all about adding data components on top of AI overlays.</p><p>At Braze, brands are combining AI Item Recommendations with <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources articles: /what-is-zero-party-data" href="/resources/articles/what-is-zero-party-data">zero-party data</a> to forge tailored, meaningful interactions between brands and customers.</p><p><strong>3. Flame: </strong>Let it burn. This fiery phase represents big ideas—the exciting ones that hit you in the middle of the night.</p><p>Beyond personalization, this step is about creating memorable experiences that convert customers and take over the internet.</p><p><strong>Use cases to spark your imagination</strong></p><p>To help spark ideas, we created two fictional (yet totally viable) use cases. No matter where you’re at with AI, this is a great place to start:</p><h2 id="h-a6e432face2c" class="my-4 text-gray-900 lg:text-display-lg"><strong>PersonalCoach.ai</strong></h2><p>PersonalCoach.ai is a fitness technology company. Via app, they provide personalized coaching and support to clients. This includes nutrition, workouts, and wellness. After surveying users, PersonalCoach.ai saw an eye-popping stat: <a href="https://gymmarketingsolutions.com/gym-membership-statistics/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Half of </a>new members quit gym memberships within six months. Knowing that, PersonalCoach.ai created a marketing campaign to inspire users to get fit—and stay fit. Considering the Flamework Framework, here’s what PersonalCoach.ai did at each level:</p><p><strong>Match: </strong>PersonalCoach.ai created a motivation matrix. They served up motivational triggers to see which ones users reacted to. Through <a href="https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">personalized A/B testing</a>, PersonalCoach.ai was then able to match users with the reminders that mattered and resonated the most.</p><p><strong>Spark: </strong>PersonalCoach.ai launched <a href="https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/traditional/templates/simple_survey/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">in-app surveys</a> to compile data like schedules, fitness goals, and favorite workouts. Analyzing this data, PersonalCoach.ai customized plans to inspire users to continue their fitness journeys.</p><p><strong>Flame: </strong>After compiling these distinct personas, PersonalCoach.ai used <a href="https://www.braze.com/docs/user_guide/sage_ai/generative_ai/ai_copywriting/" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Tone Control</a> by Braze to pair users with coaches with the tones that they were most likely to respond to. Some needed inspiration. Some asked for former athletes. Others just needed a swift kick in the butt.</p><img alt="image" 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%2F28ca12d09111449b775507f34e84220cb7ab834a-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F28ca12d09111449b775507f34e84220cb7ab834a-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F28ca12d09111449b775507f34e84220cb7ab834a-2400x1210.png&w=1920&q=75"/><h2 id="h-7d28c19dcb59" class="my-4 text-gray-900 lg:text-display-lg"><strong>Smart Carts</strong></h2><p>Smart Carts is a technology company focused on grocery shopping. Despite economic inflation, they help grocers create value for customers. Smart Carts used AI to offer relevant deals on-site and meal-planning tips online. Here’s a look at their Flamework Framework:</p><p><strong>Match: </strong>Using past purchase data, Smart Carts texted customers “Deals of the Day” personalized for every user <a href="https://www.braze.com/docs/user_guide/engagement_tools/locations_and_geofences#about-locations-and-geofences" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">as they entered the store</a>.</p><img alt="image" 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%2Fd777413d41612404d51ea47db5a8f2e5b2a72753-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd777413d41612404d51ea47db5a8f2e5b2a72753-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd777413d41612404d51ea47db5a8f2e5b2a72753-2400x1210.png&w=1920&q=75"/><p><strong>Spark: </strong>Smart Carts used zero-party data to customize meal-planning via email. Each week, users received meal inspiration according to price, family size, meal size, and dietary restrictions.</p><p><strong>Flame: </strong>Smart Carts added a third layer of personalization by having users connect their Pinterest accounts. Here, AI analyzed pinned recipes and past purchases to generate relevant meal recommendations that always hit the spot.</p><p><strong>The Braze 427° Innovation Lab</strong></p><p><a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to : /427-innovation-lab" href="/427-innovation-lab">Our Innovation Lab</a> is a cross-functional team of creatives, consultants, solutions engineers, and strategists. This group dreams up ideas to inspire our marketing clients to create more engaging work using new tools like AI.</p><p>Last year, this team collaborated on a guide called <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /melting-points-where-creativity-meets-technology" href="/resources/reports-and-guides/melting-points-where-creativity-meets-technology">Melting Points: Where Creativity Meets Technology</a>. In essence, this was a fun rundown of our latest feature releases, intended for a wide variety of industries. However, given the rapid emergence of AI, we decided to dedicate <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /melting-points-ai" href="/resources/reports-and-guides/melting-points-ai">this year’s </a>guide entirely to it.</p><p><strong>Final Thoughts</strong></p><p>This is the era of endless choice. The channels, content, and conversations never cease. Opportunities with AI are greater than ever before. Thankfully, marketers are up to the challenge.</p><p>Our advice? Harness AI’s potential in combination with human creativity. Start automating tasks and enhancing data analysis. This won’t just lead to better results. It will give you more time to focus on the high-level, strategic work that matters most.</p><p>Want to learn more about how Creativity + AI can help your brand? Download this year’s book: <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="Link to resources reports-and-guides: /melting-points-ai" href="/resources/reports-and-guides/melting-points-ai">Melting Points AI: New Flavors of Creativity</a>. Or, join our <a href="https://learning.braze.com/427-innovation-lab-use-cases-from-the-melting-points-ai-guide" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Innovation Lab Webinar: Melting Points AI Use Cases</a>.</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 and Machine Learning tag" href="/search?resource=Article&topic=AI and Machine Learning">AI and Machine Learning</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 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The article details the Flamework Framework, showcasing how top-performing brands can revolutionize their marketing strategies and deliver exceptional customer experiences.","datePublished":"2024-06-20T17:00:00-04:00","dateModified":"2024-08-01T01:47:54Z","image":"https://cdn.sanity.io/images/b7pblshe/marketing-prod/834b6ab46b97e01be79ddbcbe1cf43380a233a40-2400x1256.png","publisher":{"@context":"https://schema.org","@type":"Organization","name":"Braze","url":"https://www.braze.com","logo":{"@type":"ImageObject","url":"https://www.braze.com/images/logo-lg.svg"}},"author":[{"@type":"Person","name":"Team Braze"}],"url":"https://www.braze.com/resources/articles/transforming-customer-engagement-through-creativity-and-ai"}</script></main><footer class="bg-gradient-to-b from-transparent to-rgba"><div class="container flex flex-col items-start gap-10 px-8 py-24 md:px-24"><div class="flex flex-col items-start gap-6"><div class="text-[24px] font-extrabold leading-[110%] tracking-[-0.96px] 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It’s mentioned in emails. Brought up in meetings. And touted by brands on TV. This sudden ubiquity represents an industry-wide inflection point. Brands of all sizes are learning what AI is and what to do with it. But the category leaders are already invested. These top brands understand AI. And they’re finding creative ways to use it.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The AI phenomenon isn’t limited to marketers\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"AI also has the attention of developers, engineers, and product managers. They’re wondering about AI, too. Specifically, how to build it into their products.\"]}],[\"$\",\"p\",null,{\"children\":[\"Here at Braze, brands are asking us: How does Braze use AI? How do we take advantage of it? Well, sit back, relax, and follow along. Here’s how marketers approach AI. And how we do, too.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"We’ve done the research\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"In our \",[\"$\",\"$L2b\",null,{\"href\":\"/resources/reports-and-guides/2024-global-customer-engagement-review\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources reports-and-guides: /2024-global-customer-engagement-review\",\"children\":[\"2024 Customer Engagement Review\"]}],\", we surveyed 1,900+ marketing execs and found the following consensus: When it comes to strategy and creativity, AI adds fuel to the fire. Makes sense, right? Good strategy + good creative + AI = better results.\"]}],[\"$\",\"p\",null,{\"children\":[\"In the survey, we asked brands if they’re using AI. A whopping 99% of respondents said they are. So…either everyone’s using it. Or everyone’s afraid to be the one not using it. Maybe both?\"]}],[\"$\",\"p\",null,{\"children\":[\"Either way, brands can agree AI is important. But can they agree on how to use it? Not so much. In that same survey, we asked respondents how they’re using AI:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"To Generate Creative Ideas: 48%\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"To Automate Repetitive Tasks: 47%\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"To Enhance Data Analysis: 47%\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"To Power Predictive Analytics: 47%\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"With this quick, near universal adoption, it’s like marketers skipped the “early adopter” phase and went straight to the “late majority” phase. Seemingly everyone’s using it. But no one agrees on how.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The Flamework Framework\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"To help brands figure out AI, we created The Flamework Framework. This methodology helps you evaluate and implement new ideas, no matter where you’re at with AI. The approach works on three levels: Match, Spark, and Flame.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/50fa5362ed3db371b2feadb92f7f2e10b9bbedd2-2400x1210.png\",\"alt\":\"image\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"1. Match: \"]}],\"You can’t light a fire without a match. This first phase involves implementing simple, automated features.\"]}],[\"$\",\"p\",null,{\"children\":[\"One feature that’s popular at Braze is \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/docs/user_guide/sage_ai/recommendations/ai_item_recommendations/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"AI Item Recommendations\"]}],\". This feature uses AI to analyze customer data and surface relevant items to those who they are most likely to resonate with.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"2. Spark: \"]}],\"You’ve got a match—now spark it. This phase is all about adding data components on top of AI overlays.\"]}],[\"$\",\"p\",null,{\"children\":[\"At Braze, brands are combining AI Item Recommendations with \",[\"$\",\"$L2b\",null,{\"href\":\"/resources/articles/what-is-zero-party-data\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources articles: /what-is-zero-party-data\",\"children\":[\"zero-party data\"]}],\" to forge tailored, meaningful interactions between brands and customers.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"3. Flame: \"]}],\"Let it burn. This fiery phase represents big ideas—the exciting ones that hit you in the middle of the night.\"]}],[\"$\",\"p\",null,{\"children\":[\"Beyond personalization, this step is about creating memorable experiences that convert customers and take over the internet.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Use cases to spark your imagination\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"To help spark ideas, we created two fictional (yet totally viable) use cases. No matter where you’re at with AI, this is a great place to start:\"]}],[\"$\",\"h2\",null,{\"id\":\"h-a6e432face2c\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"PersonalCoach.ai\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"PersonalCoach.ai is a fitness technology company. Via app, they provide personalized coaching and support to clients. This includes nutrition, workouts, and wellness. After surveying users, PersonalCoach.ai saw an eye-popping stat: \",[\"$\",\"a\",null,{\"href\":\"https://gymmarketingsolutions.com/gym-membership-statistics/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Half of \"]}],\"new members quit gym memberships within six months. Knowing that, PersonalCoach.ai created a marketing campaign to inspire users to get fit—and stay fit. Considering the Flamework Framework, here’s what PersonalCoach.ai did at each level:\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Match: \"]}],\"PersonalCoach.ai created a motivation matrix. They served up motivational triggers to see which ones users reacted to. Through \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"personalized A/B testing\"]}],\", PersonalCoach.ai was then able to match users with the reminders that mattered and resonated the most.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Spark: \"]}],\"PersonalCoach.ai launched \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/in-app_messages/traditional/templates/simple_survey/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"in-app surveys\"]}],\" to compile data like schedules, fitness goals, and favorite workouts. Analyzing this data, PersonalCoach.ai customized plans to inspire users to continue their fitness journeys.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flame: \"]}],\"After compiling these distinct personas, PersonalCoach.ai used \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/docs/user_guide/sage_ai/generative_ai/ai_copywriting/\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"Tone Control\"]}],\" by Braze to pair users with coaches with the tones that they were most likely to respond to. Some needed inspiration. Some asked for former athletes. Others just needed a swift kick in the butt.\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/28ca12d09111449b775507f34e84220cb7ab834a-2400x1210.png\",\"alt\":\"image\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h2\",null,{\"id\":\"h-7d28c19dcb59\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Smart Carts\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Smart Carts is a technology company focused on grocery shopping. Despite economic inflation, they help grocers create value for customers. Smart Carts used AI to offer relevant deals on-site and meal-planning tips online. Here’s a look at their Flamework Framework:\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Match: \"]}],\"Using past purchase data, Smart Carts texted customers “Deals of the Day” personalized for every user \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/locations_and_geofences#about-locations-and-geofences\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"as they entered the store\"]}],\".\"]}],[\"$\",\"$L27\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/d777413d41612404d51ea47db5a8f2e5b2a72753-2400x1210.png\",\"alt\":\"image\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Spark: \"]}],\"Smart Carts used zero-party data to customize meal-planning via email. Each week, users received meal inspiration according to price, family size, meal size, and dietary restrictions.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flame: \"]}],\"Smart Carts added a third layer of personalization by having users connect their Pinterest accounts. Here, AI analyzed pinned recipes and past purchases to generate relevant meal recommendations that always hit the spot.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"The Braze 427° Innovation Lab\"]}]]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"$L2b\",null,{\"href\":\"/427-innovation-lab\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to : /427-innovation-lab\",\"children\":[\"Our Innovation Lab\"]}],\" is a cross-functional team of creatives, consultants, solutions engineers, and strategists. This group dreams up ideas to inspire our marketing clients to create more engaging work using new tools like AI.\"]}],[\"$\",\"p\",null,{\"children\":[\"Last year, this team collaborated on a guide called \",[\"$\",\"$L2b\",null,{\"href\":\"/resources/reports-and-guides/melting-points-where-creativity-meets-technology\",\"rel\":\"$undefined\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"Link to resources reports-and-guides: /melting-points-where-creativity-meets-technology\",\"children\":[\"Melting Points: Where Creativity Meets Technology\"]}],\". In essence, this was a fun rundown of our latest feature releases, intended for a wide variety of industries. 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