Notify AI: Multi-channel marketing orchestration using Artificial Intelligence

In a world where all marketing campaign management tools claim to integrate AI - whether to help write emails, optimize sending timing or detect the best segments - the results so far remain disappointing, pushing users to fall back on ChatGPT or... their brains. A few months ago, we discovered the Notify AI which literally blew us away. It doesn't replace an email routing tool, but positions itself as a particularly impressive top layer of marketing orchestration.

The promise: less sales pressure, more performance thanks to AI

In recent years, new channels have been added to the classic email and SMS: conversational channels such as WhatsApp, loyalty programs via wallet, or push app. This multiplication creates a complex superposition of channels. Teams must now simultaneously manage sales pressure, inactives and reactivation on all these channels - a particularly tricky task when different teams and information systems are involved.

Notify AI's promise is to orchestrate all this, and at last make the adage " The right message at the right time via the right channel to the right person "Thanks to AI. Not a bad idea, but a real and hitherto unsolved need for marketers.

Ubiquitous AI in the tool

At the heart of Notify AI, artificial intelligence is integrated into all the key aspects of a marketing strategy: audience, multi-channel orchestration and reporting. For each feature, an AI agent named Ian displays a block of recommendations, guiding marketers with suggestions they can choose to activate or not.

True to its promise, the tool displays its first metric right from the home page: the evolution of marketing pressure exerted.

Audience: cluster detection thanks to AI

Once the data has been integrated (see setup section), the tool transforms each individual into a segment (cluster). It automatically proposes relevant segments and analyzes their volume. Segments can be modified according to your own assumptions and rules, simply by querying the database via natural language queries.

Campaign orchestration with AI

The tool distributes campaigns to the most relevant and available segments according to a defined timing, with a start and end time. It takes into account numerous metrics: customer availability, stock levels, weather, purchase history, current marketing automation scenarios, etc. The aim is to streamline the orchestration of email, SMS, WhatsApp and other campaigns.

As in every module of the tool, AI can be used to make recommendations to take CRM strategy up a notch.

Reporting

The reports and visualizations are remarkable. The screen below perfectly illustrates this power: the tool displays the breakdown of your audience in real time, detailing the percentages of prospects, active customers, former customers and inactives. Even more impressive, AI projects the evolution of this breakdown over 3, 6 and 12 months, based on planned campaigns and scenarios. The tool even offers impact simulations: for example, reducing the number of campaigns from 3 to 2 could increase open rates by 24 %.

Time to set up before you start

Like any powerful tool, it requires an estimated 3 to 4 months to set up.

• The advertiser provides its CRM and proprietary data. The tool connects via API to the existing Martech ecosystem: integration of brand data from a CDP and routers (email, push app, push web, push wallet, SMS), data warehouse...
• A discovery phase enables the business to define the rules to be integrated into the AI: data policy, commercial pressure, ethics, etc. The team also fills in the catalogue of campaigns planned for the year. The team also fills in the catalog of campaigns planned for the year. The scenarios configured in the routing tools are automatically imported via the APIs, giving Notify a global view after this configuration.

This onboarding stage, in terms of both data and campaign planning, is extremely important if you want to make the most of the tool's technology. Support from expert CRM consultants is not a luxury.

A visual, intuitive and guided tool

The UX is excellent. The tool facilitates the work of marketers by proposing pre-designed audience segments. It supports teams by allowing them to write prompts in natural language and add their own rules to master AI. It offers a strategic vision of CRM performance thanks to AI projections on marketing results. Its interface is intuitive, pleasant to navigate and guides the user effectively.

The human face of AI

Although the tool offers configurable safeguards to be added to the AI rules, the question of dependency remains crucial. AI remains a black box, yet it is often considered infallible. Whereas we easily question a consultant's recommendations, we more readily accept an AI's calculations without questioning them. "If it says it, it must be true" becomes a dangerous reflex. How far should we trust AI? How far should we delegate our marketing decisions to it? Although the platform offers a detailed view of the choices made by AI, the risk of over-dependence cannot be ignored and seems unavoidable.

Calculating environmental impact

Notify AI integrates measurement of the carbon impact of campaigns via Green Metrics. Which is a big step forward. Because few tools measure and highlight the environmental impact of a marketing strategy. Most don't even include it in their roadmap, for lack of return on investment.

I can't help but add a note of caution here to remind you of the fundamentals of the sobriety marketing chain :

1. Supporting consumption : This means that sobriety is a question of content. If the content goes hand in hand with a transformation in consumption patterns and ways of thinking, then we're heading in the right direction. I didn't see any particular alerts or educational information in the tool.
2. Send fewer messages Here, the tool plays a significant role, thanks to optimized multi-channel marketing pressure.
3. Making messages accessible and inclusive I haven't seen any particular alert on this subject.
4. Eco-design messages the weight of the email is taken into account in the calculation and displayed in the graphics, so I imagine that the AI agent Ian provides recommendations on this.
5. Add an expiry date to messages Ian is not a message router. Nevertheless, he could integrate this feature into his tool to pass on the information to routers, whether or not they have this option. This would educate users and encourage campaign routers to adopt this practice.

Conclusion

Notify AI represents a major, concrete step forward in multi-channel marketing orchestration. It's a tool that brings together and enables collaboration between different teams who could previously manage their strategy in silos. It finally delivers on the promise that all routers have been making for a decade: to send the right message to the right person at the right time.

However, its use needs to be carefully thought through. Real success lies in the ability to use this technology properly: this means successfully configuring and integrating not only data, but also message creation, drawing on the expertise of CRM experts to guarantee content quality.