2024 / Freshmarketer / gen-ai initiatives
Reducing effort across
marketing workflows with AI
Designed AI features that help marketers move from intent to execution.
/ about Freshmarketer
Marketing automation platform that helps businesses run campaigns, track user behavior, and drive customer conversions. It integrates with business tools to deliver data-driven insights and personalized experiences.
/ context
We were introducing AI across Freshmarketer as exploratory features.
The goal wasn’t replacing workflows, but reducing the time marketers spend thinking, writing, and setting up campaigns. Each experiment targeted a different moment between intention and execution.
/ Why this problem was critical to solve
Many users know what they want to do, but delay action because of effort. Analyzing audiences, writing copy, or configuring campaigns.
If we could shorten these steps, we could help users run campaigns more consistently and explore more use-cases inside the product.
/ focus areas
We identified four moments where users typically slow down:
Understanding
Writing
Building
Deciding
/ Design
We introduced lightweight AI assistance across these stages to accelerate everyday marketing tasks.
/ feature 1 / recommending / campaigns
Recommending the next best campaign based on their historical campaign performance and upcoming events on their calendar.
Design focus: Decision support
Interactive prototype
/ feature 2 / explaining / segment summary
Converts complex segment conditions into a short human-readable description so users quickly understand the audience.
Design focus: Quick comprehension
Interactive prototype
/ feature 3 / Accelerating / campaign & segment creations
Creates campaigns and segments from user prompts, reducing effort.
Design focus: Guided action
Interactive prototype