The main usage of AI in CRM is to create engaging messages for our users at Rappi. The CRM strategy covers multiple channels, with a strong focus on Push Notifications. To construct these messages, we develop a set of variables to consider (such as the brand to communicate, local expressions, prohibited words, and offers applicable to users).
For each element that we test (primarily personalization but also the use of emojis, buttons, and images), we conduct A/B testing to analyze downstream and upstream metrics (such as order rate and Open Rate).
Regarding the impact, I believe there are two main benefits; 1-From a user experience perspective, we generate personalized messages for each individual automatically. This is a significant change because we incorporate various inputs to tailor the copy to each user. 2- It reduces the manual process of creating all these messages and assigning them to each campaign. AI helps us to move in this direction, ensuring that each message will have the desired content.
