Add AI powered action to the journey
You can use AI features to customize your journeys in Dynamics 365 Customer Insights -Journeys. Here are some options.
A/B test
By using A/B tests, you can measure which channel or content messaging strategy will lead to higher success. Each test compares a control group of users (Version A) against a variant (Version B). The control group receives a default experience. The variant group receives a different experience or message. By comparing the results of the groups, you can determine which is most effective. After you've made the selection, you'll define the details for Version A and Version B.
Using control group features, you can select the Initial audience and define how many contacts (as a percentage of the total number of contacts in the target segment) you’d like to include in the test before releasing the remaining audience to the winning version.
Within the initial audience, you can modify the Experiment distribution to choose what percentage of the initial audience receives each version. For example, if you choose 20%, you can select that 10% of your initial segment receives version A and 10% receives version B or adjust the experiment distribution to send 5% of your initial audience version A and 15% to receive version B.
Usually, the journey runs the entire test automatically. The test starts by sending Version A and Version B to a small part of your audience as they funnel through the journey. Next, the journey analyzes the interaction results and selects a winner based on your selected criteria (click through, open rate, or journey goal). Then, the journey sends the winning version to the rest of your audience automatically.
Note
You can add up to five tests for each journey. You can test similar channels (email A versus email B) or test different channels (email versus text message).
For more information, see A/B tests in Dynamics 365 Customer Insights - Journeys.
Channel optimization
Channel optimization takes the guesswork out of determining the correct channel to reach each customer by picking the optimal channel based on the customer's historical data. Choose at least two channels that you want to optimize for. Make sure that you have a defined journey goal to help the AI model understand what you want to optimize for. Determine which channel will act as your default, which is your safe option under which approximately 10 percent of your audience will be filtered through automatically. The default channel will allow you to compare the results of the AI recommendations to your control group.
For more information, see Use AI-driven run-time channel optimization.