Meta automatically tests creative combinations and shifts spending to winners in real time. Email platforms don't do this. Allen is a new system that lets you upload image, video, and copy libraries, then automatically builds personalized emails and continuously promotes the best-performing assets to more people.
You think of a platform like Meta and you think of like how it serves creative. You upload to your point, you upload your different creative formats, your angles, your copy. Meta takes all of those components. It pulls in a creative and copy that it believes can be highest converting for you, Jimmy. So you might get a video-based asset with certain copy. I might get a static image and it's doing that. And then within the ad set, you see a bunch of different ads that are basically getting different amounts of spend based off how well they're performing, which functionally means they're getting served more and they're outperforming other assets. So you think of email, none of that logic really applies to how content gets served on the email side. And that's really the angle that we're taking with Alan is like, Within Allen, we're uploading a bunch of content, your base assets. You can upload like specifically designed content for different placements, whatever it may be. And then Allen's basically taking all of those components and building emails on a 1-to-1 basis. And it's learning over time on a segment level and on an individual level engagement, and then basically serving the components over time to more people that are performing better. And it's kind of rank ordering all of that content. So constantly optimizing system where you're constantly shuffling creative in and out and serving it more frequently based off how well it's performing.
