Vivek co-founded Movable Ink in 2010 and has led the corporate through rapid growth to a number one market position with 600+ employees serving the world’s most revolutionary brands. Through his leadership, Movable Ink is empowering omnichannel digital marketers to generate creative that’s data-activated and behaviorally-relevant on the time of engagement.

Prior to co-founding Movable Ink, Vivek headed Eastern North America and EMEA sales for Engine Yard. Earlier in his profession, he held senior engineering roles at Blue Martini and Cisco Systems. Vivek graduated with a B.S. in Computer Science from the Rensselaer Polytechnic Institute.

Movable Ink personalizes every customer engagement through automation and artificial intelligence.

Could you share the genesis story of Movable Ink?

My co-founder and I were chatting about email as a ubiquitous channel that folks weren’t serious about innovating inside. This led to him sharing a technical hack he had provide you with to dynamically change a picture when an email is opened. Fascinated, we investigated what may very well be determined from an http request (IP, location, weather, device, time of day via the  server) which was realized we could construct an application server for email content. And that’s when Movable Ink was born. We began with content generation inside email and expanded into other channels like mobile push, mobile app, and SMS after that. Today, the Movable Ink platform personalizes content experiences with automation and AI, helping tons of of the world’s biggest brands construct deeper one-to-one customer relationships. 

Why are dynamic images and video so necessary in all sorts of promoting?

Dynamic creative can change or adapt based on criteria, context, and/or other consumer signals. Dynamic images are tailored to create a more personalized and relevant experience for every individual who encounters them. In contrast, static creative stays the identical for each viewer. The world is awash in generic content saturating every digital channel. This has the effect of squandering the rare moment of attention a customer has gifted you. As a marketer, the brand-customer relationship is every thing; each moment and interaction counts. Dynamic email and mobile messages provide you with the chance to tailor each communication within the moment, and around the client’s context.

In most email marketing campaigns images are static as an alternative of dynamic, how does the platform enable changing images in real-time to create essentially the most optimal customer experience?

Movable Ink’s Studio product integrates after which prompts quite a lot of data sources to generate personalized content for the time being of engagement. Data sources could include CDPs, pricing and inventory solutions, loyalty solutions, and homegrown solutions (amongst others). For instance, imagine clicking on an email for a fantastic deal on an all-weather camping tent, only to seek out that the sale price isn’t any longer valid, and the product isn’t any longer in stock. It’s a frustrating experience that may result in countless customer support headaches and, ultimately, a lack of customer attention attrition. What if that email had been up so far the moment you opened it with current pricing and an in-stock item. A smoother experience may even result in more conversion and purchases—a win for the brand and customer. This is only one out of myriad examples of how dynamic content can deliver an optimal customer experience.

Could you furthermore mght discuss how dynamic images are sometimes modified based on location including local weather patterns?

Like all data points, weather personalization is flexible across industries. A retailer, for instance, can use it to drag within the pollen count in recipients’ locations for the time being of engagement and apply clear threshold guidelines for low, medium, and high levels. Anyone in medium or high pollen level areas could see a pollen alert banner at the highest, whereas the banner would collapse for anyone in a low pollen region. The travel industry can promote warm weather getaways to those in cold climates and even show the precise forecast for specific destinations. A QSR brand can leverage it to personalize experiences when it’s raining to encourage ordering in. The choices are infinite.

Movable Ink has out-of-the-box solutions to support location and weather-based dynamic creative. We understand where the client is opening the e-mail or receiving the mobile message, and we’re in a position to make in-the-moment decisions to indicate the very best content to that customer. And never only that, unlike others, we also can layer in other creative decisions into that asset. We will, for instance, not only show you that it’s raining and provide you with a raincoat suggestion, but we are able to layer in live pricing, number of individuals currently taking a look at that coat, what number of are left in stock, and up-to-date rankings and reviews on it.

Movable Ink was initially launched in 2010, how has the corporate evolved over time with the arrival of Generative AI?

We’ve got two solutions which can be considering Generative AI and the trends that follow it. Our flagship product, Movable Ink Studio, mechanically generates a customized, composite creative for the time being of engagement. Studio uses automation to generate creative content – the underlying promise of Generative AI- but does so with brand-approved assets. The concept of with the ability to mechanically generate on-brand, personalized creative at scale is very appealing to enterprise marketers- they don’t have to worry about using off-brand content or content that their competitors are using.

Movable Ink Da Vinci is our flagship AI solution, which mechanically selects each creative (including Movable Ink Studio dynamic assets!) for each individual customer to drive short- and long-term  lift in clicks, conversions, and revenue. With Movable Ink Da Vinci, brands can use the facility of Generative AI to mechanically generate personalized text, like subject lines. We be sure that generative copy is on-brand, by training generative models on a brand’s own subject lines and brand guidelines.But we imagine AI is far more than simply generative- we pair Generative AI models alongside greater than ten other deep learning models that work in an ensemble approach to make sure the very best possible customer experience and business outlines.

Are you able to discuss how machine learning is used for creative decisioning?

Many corporations are late to the party, just white-labeling GPT, and calling themselves AI corporations. AI-washing a product is superficial and doesn’t serve marketers. We imagine AI should be comprehensive and fully integrated right into a workflow, and leverage proprietary models that bear in mind multiple AI and machine learning methods. We’ve built an ensemble approach using ten plus  AI models to deal with the personalization challenge effectively.

For instance, a few of our models deal with content prediction- these are called our Prediction Models. Movable Ink AI’s Prediction Models ensure the best customer receives the best content at the best time to guide them on a path of discovery. Consider the Prediction Models like a private shopper.  It uses a  means of data-driven insights and machine-learning algorithms—based on a mathematical concept called Hyperbolic Geometry— to mechanically select the mixture of design, messaging, and layout inside an email that’s predicted to drive essentially the most lift in clicks, conversion, and revenue for every individual customer. Hours meticulously spent testing various strategies can now be reclaimed with a data-driven, scalable approach to automated content distribution.

How is machine learning used for Creative Effectiveness Rating?

Creative Effectiveness Rating is a singular metric that uses machine learning to predict the revenue potential of a single creative. The performance of a customized creative is in comparison with a mean version if each were sent to a complete customer base. This method removes all bias, revealing a more accurate indication of the creative’s effectiveness.

Are you able to discuss how brand safety is taken into account when using Generative AI?

While AI guarantees increased efficiency and accuracy, it may well inadvertently reinforce and amplify existing biases. Our recent report reflects marketers’ biggest ethical AI concerns, including stereotypical recommendations (39%), discriminatory targeting (38%), and biased content (36%).

AI algorithms grounded in reinforcement learning principles may unintentionally inherit biases present of their training data. Such biases, whether related to race, gender, or other demographic aspects, can inadvertently be perpetuated within the algorithm’s outputs. This is especially problematic when the training data itself is skewed or unrepresentative. At Movable Ink, we address this issue by strictly training our models on a brand’s actual customer interaction data. Furthermore, our approach involves using an ensemble of models. This system helps in diluting any potential bias that may exist, ensuring that our AI solutions don’t disproportionately depend on a single model that may reflect skewed perspectives or biases.

We also imagine within the marketer and machine working hand in hand. For instance, The machine (our AI models) produces ideas but marketers are firmly on top of things. The marketer can implement business rules or reject specific suggestions from the machine. The marketers’ hands are  on the steering wheel.

What are another ways in which Movable Ink enables content personalization?

Probably the most common theme you hear from brands is the painful experience of connecting and leveraging their massive troves of information, whether it lives in several parts of the organization, internally or in external CDPs, or simply how difficult it’s to activate it.

Movable Ink’s Universal Data Activation capabilities unlock brands’ ability to leverage the complete potential of their tech stack. It taps into all the info stored across your enterprise to generate hyper-personalized content. When these additional data sources are accessible, you may mechanically generate unlimited variations of relevant, personalized content that leads to more clicks, conversions, and revenue.

With all of this extra data at your disposal, you may add latest layers of personalization to your content and unlock latest, sophisticated use cases. Any relevant event that aligns together with your unique business needs may be used to focus on your customers, like those that have recently downloaded your mobile app, have signed up to your bank card, or last used their loyalty points a while ago.