Lifecycle marketing
2 post(s)
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Braze: The most practical way to adopt AI in CRM is to sequence it by risk, not hype
Braze lays out eight concrete AI use cases across the lifecycle, from behavioural segmentation and send-time optimisation to churn prediction and agentic execution. The useful framing is the adoption order: start with low-risk wins (content variants, timing), then move into data-dependent work (segmentation, prediction), and only then let AI make decisions or take actions.
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Braze: Trigger campaigns beat scheduled blasts, if you build the guardrails
Triggered messages win because they hit right after user intent, but without frequency caps and exception events, you can still annoy (or cannibalise) your own lifecycle flows.