Content Decisioning lets you define content variations, launch your campaign, and let the system automatically shift traffic toward your best-performing content.
GenAI has made content creation fast and inexpensive — the harder question is which content to deliver to which customer. Content Decisioning answers that for you: it tests your variations against real engagement and concentrates delivery on what works, so you don't have to run manual A/B tests.
What is Content Decisioning?
Content Decisioning is one of Optimove's AI agents, built for automating content optimization at scale. Instead of static templates or manual testing, you can:
- Define up to 4 content variants across your message content.
- Let the system automatically distribute traffic and learn from real engagement.
- See a per-variant performance breakdown directly in Mission Control.
The outcome: campaigns that learn and improve over time.
Supported Channels
Content Decisioning works across three channels. The field you can vary and the signal the system measures depend on the channel.
| Channel | Fields you can vary | What the system measures |
|---|---|---|
| Subject line, preview text, body | Opens + clicks | |
| SMS | Message text (must include a tracked link) | Tracked link clicks |
| Push | Title, body | Opens |
How the Optimization Works
- Send 1 — Equal distribution. Traffic splits evenly. With 3 variants, each gets ~33%.
- Send 2+ — Weighted optimization. The system tracks engagement per variant and concentrates traffic toward what's performing. A strong variant might receive 60%+ of traffic while underperformers drop to single digits.
- Continuous learning. How optimization accumulates depends on your campaign type — recurring campaigns compound send-over-send, triggered flows accumulate across fires, and intraday campaigns optimize in 15-minute batches within the same send window.
- What it measures. Optimization is based on total engagement for the channel: opens and clicks for email; tracked link clicks for SMS; opens for push.
All variants remain active throughout the campaign, but "active" doesn't mean equal. The system maintains a thin exploration slice for underperformers while concentrating traffic on winners.
Where to See Results
Results are visible directly in Mission Control:
- Open your campaign in Mission Control.
- Select Channel Metrics.
- Click Template & Content Variations Breakdown.
You'll see send distribution, opens, and clicks per variant, as well as measured optimization uplift. For campaigns that use multiple templates, you'll see a separate breakdown for each template.
Next: Set up your variations — see Setting Up Content Variations.