Behind the Scenes
Your data isn't the problem — your access to it is
Lifecycle marketing is no longer about doing more—it’s about thinking better, while AI does the rest.
Lifecycle marketing is no longer about doing more—it’s about thinking better, while AI does the rest.
Every business wants the same thing: Customers who keep coming back.
Ideally, they’d show up daily—like clockwork. Realistically, they’d just remember you when they need something you offer, and not drift to a competitor. Either way, more frequent engagement = more revenue.
But here’s the catch: Very few products are “daily habit” material. You’re not their morning coffee. You’re not TikTok.
For most businesses, the job isn’t just capturing intent. You have to:
That’s hard—because good marketing is all about experiments. Most teams don’t lack ideas and experiments, but launching them is hard and time-consuming
At its core, lifecycle marketing is a high-stakes optimization game.
Your goal?
To find the right journey, you have to test. A lot. And fast. But most teams are bottlenecked long before they get there.
The problem isn’t ideas—it’s execution constraints:
So most campaigns never launch. The few that do stay broad and safe. You fall short of “the best journey for each user.” It’s not a strategy problem. It’s an execution bottleneck.
Amazon, Home Depot, and others throw teams and models at the problem. They ask:
And they answer it with:
But for most businesses, that level of investment isn’t realistic—financially or operationally.
For everyone else, lifecycle still runs on human judgment:
This is fragile. Slow. Resource-draining.
And at every step, you’re limited by one thing: bandwidth.
You can only test so many hypotheses, write so much content, run so many campaigns—before the system breaks.
The result? Most campaigns stay generic. Segments stay coarse. Logic stays shallow. You never get close to “the best journey for each user.”
Because the strategy isn’t broken. The execution model is.
By now, most marketers use AI tools like ChatGPT weekly — if not daily. It’s superhuman intelligence on tap. Imperfect, yes, but transformative. If someone in 2020 said this would be normal by 2025, you’d laugh them out of the room.
Initially, generative AI helped with outputs — text, images, music, videos. In lifecycle marketing, that translated to faster content creation. Helpful, but only one piece of the puzzle.
Content was the easiest to automate. The rest required:
That’s why AI alone couldn’t solve the whole problem. Until now.
We’ve crossed a new threshold in 2025. AI can now do things — not just talk about them.
Book a trip. Manage your inbox. Plan a day. And now, run your lifecycle marketing. That changes everything.
With Sortment’s AI agents, marketers no longer need to rely on cross-functional teams for every test. The agent can:
This compresses the entire cycle from months to days.
More tests → more learnings → faster iteration toward the best journey for each user.
Think of it this way: You now have 2x or 3x the operational bandwidth — without hiring. The bottleneck shifts from doing to thinking. Your only limit is your imagination.
Most tools operate in silos — disconnected from the company’s data, limited to narrow execution use cases.
Sortment is built differently.
It plugs directly into your company’s source of truth — typically a data warehouse or lake — and listens to real-time event streams for context.
But it doesn’t stop at analysis.
Sortment has its own execution engine:
In short, the AI doesn’t just see the data — it acts on it.
You get a 24x7 teammate with infinite bandwidth.
No tickets. No delays. No handoffs. Just hypotheses, launched.
We don’t know which AI claims will hold up. But one thing is certain:
Lifecycle marketing is being rewritten — and faster than expected.
We see a future where:
The outcome?
Better experiences for users. More leverage for marketers. Massive efficiency for businesses.
AI is reshaping how lifecycle marketing gets done. Sortment is built for the teams leading that shift.
If you're figuring out what AI means for your lifecycle strategy, book a call with us.
