Optimizely, a digital experimentation platform, has released Adaptive Audiences, a new tool positioned to use machine learning to help companies deliver personalized customer experiences at scale.
Adaptive Audiences aims to use behavioral data from first- and third-party sources to segment audiences for personalization. It is designed to automatically update audience segments according to the latest data available, so marketers can deliver personalized website experiences and relevant content recommendations to each customer.
“Our needs change from day to day, hour to hour and minute to minute,” said Jon Noronha, Director of Product at Optimizely, in a statement. “Adaptive Audiences ensures consumers get the best experience for what they’re interested in right now.”