You’ve tested AI-powered personalization. The results are promising. Maybe even staggering.
But the real question is:
How do you scale from a successful pilot to a full portfolio strategy?
That’s exactly what the CAP (Consortium for AI Personalization) program from MMA Global was designed to address. It doesn’t just prove the power of AI personalization—it provides the roadmap to scale it.
From Test to Transformation: The Walk–Run Framework
MMA Global recommends a two-phase approach to help marketers scale with confidence:
🟦 Phase I: “Walk”
Run pilot tests using non-PII contextual signals to personalize creatives at the impression level.
- Creative assets: Modular combinations (images, headlines, CTAs)
- Data: Contextual (time, device type, region, etc.)
- Objective: Learn what works, validate impact, and benchmark ROI
- Outcome: Proven results in a privacy-safe environment
This phase alone has driven +137% to +259% ROI for brands like Kroger, GM, Progressive, and Shell.
🟩 Phase II: “Run”
Expand scope and deepen strategy by integrating:
- First-party identity data
- Offline KPIs (sales, store visits, CRM engagement)
- Full-funnel measurement
- GenAI-enhanced creative development
This is where personalization evolves from tactic to transformation—becoming part of your brand’s ongoing growth engine.
Building Blocks for Scale
Scaling CAP across your portfolio means aligning:
- Creative strategy (modular assets and variation planning)
- Media ops (minimum 40M impressions recommended per test)
- Measurement framework (test vs. control cells, KPI design)
- Cross-functional buy-in (creative, media, analytics teams)
What CAP provides:
- Full AI platform access via Claritas/ArtsAI
- Strategic oversight and campaign setup
- Real-time optimization and advanced analytics
- Weekly touchpoints and post-test knowledge sharing
- Case study packaging and thought leadership opportunities
Why It Works
CAP uses unsupervised machine learning techniques (like K-Modes Clustering and One-Hot Encoding) to automatically find patterns and optimize delivery based on real-time context—not pre-defined rules.
That means the AI gets smarter with each impression. Scaling across products, audiences, or regions doesn’t dilute effectiveness—it improves it.
The Bottom Line
You don’t need to reinvent your entire marketing infrastructure to benefit from AI personalization.
With CAP’s walk–run approach, you can start fast, learn quickly, and scale intelligently—turning pilot learnings into a long-term competitive advantage.
Ready to move beyond experimentation and into execution?
👉 Register your interest in CAP: https://www.mmaglobal.com/apac/join-our-global-programs?utm_source=mma&utm_medium=marketingtnt&utm_campaign=apac
