One signal

Twilio’s marketing team has cut account research and personalised content creation for a campaign from more than two weeks to under a day, according to the company’s chief marketing officer. The team now runs as many as 15 account-based campaigns each quarter, up from its previous norm of three.

The result did not come from a model alone. The CMO says the team first worked on data quality, governance, brand standards and connecting its tools, while keeping people involved in judging the output. He describes Twilio as building towards more automated workflows, not already running them at scale. That makes this a useful, unusually concrete account of enterprise AI work: the gains came with a fair amount of unglamorous preparation. The CMO also says Twilio’s results are the exception, not the typical starting point. Should companies prioritise that groundwork before expanding AI use, or push ahead and fix the foundations as they go?

Discuss: Should companies prioritise data, governance and integration before expanding AI use, or push ahead and fix the foundations as they go?

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