Why Content Variations Optimization Matters Now More Than Ever
Forrester Opportunity Snapshot, Commissioned by Optimove, reveals: while most marketers say they’re ready for AI, only a few have truly put it into practice. Here are the numbers
A recent Forrester study commissioned by Optimove reveals a striking paradox: while 76% of marketers say they are ready to implement AI, only 18% consider themselves leaders in adoption. Marketers clearly believe in AI’s transformative power, and they expect it to optimize performance, personalize content, and even enable real-time engagement. Yet, adoption lags behind, slowed by organizational silos, tech fragmentation, and fear of risk.
This is where Content Variations Optimization makes the difference—automating content creation, testing, and real-time personalization to help marketers move from readiness to results.
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The AI Gap: Ambition Outpaces Action
The Forrester Opportunity Snapshot, Commissioned by Optimove report shows that three out of four marketers are actively prioritizing AI use cases, especially in data analysis, audience building, and campaign optimization. Yet when it comes to execution, the actual creation and delivery of personalized content, the numbers drop drastically:
Only 39% use AI for content creation
Just 24% personalize content with AI
A mere 14% use AI to build audiences and segments
In other words, most brands are still manually handling what AI could already automate, streamline, and supercharge.
That’s exactly where Optimove’s Content Variations Optimization comes in, not as a vision for the future, but as an immediately deployable solution to bridge the AI adoption gap.
This feature empowers marketers to:
Automatically generate multiple content variants based on campaign objectives and audience data.
Run controlled tests to determine which variant performs best with each segment.
Continuously optimize in real-time based on live performance signals.
It’s AI in action, not theory.
Instead of relying on limited A/B tests or manually tweaking copy for every campaign, marketers can now let AI do the heavy lifting, while retaining full control over brand tone and compliance.
Closing the AI Gap Today
According to the same report, 82% of marketers say it takes too long to optimize campaigns while they’re in-market. That’s valuable time and revenue lost. Optimove’s Content Variations Optimization shortens the feedback loop between insight and action. It enables agile marketing at scale, where real-time data drives real-time personalization.
It’s not just about faster execution. It’s about measurable impact. In fact, 88% of marketing leaders in the study cite personalization and precision targeting as top drivers of performance and ROI.
From Lagging to Leading: The Path Forward
The marketing teams that win in the next five years won’t be the ones that merely believe in AI, they’ll be the ones that know how to operationalize it.
Content Variations Optimization breaks down the barriers to AI adoption and gives marketers the tools to move faster, test smarter, and engage deeper.
Because when every customer journey is unique, content should be too.
For more insights on why content variation optimization matters now more than ever, contact us to request a demo.
Timothy O'Donnell is a Product Marketing Manager at Optimove, focused on Channels, AI, and Customer Advocacy, and is based in New York. Timothy previously worked on the Product & Sales Marketing team at the Australian technology company Rokt, where he helped create bespoke demos to aid GTM teams in seeing the product on prospect and client websites. Timothy started his career in ad agencies, where he worked at Omnicom Media Group's TBWA and OMD, working for brands like Accenture, PepsiCo, and Nissan. Timothy earned his Broadcasting and Mass Communications degree from SUNY Oswego, where he played lacrosse and hosted a student radio program.
