Ya-Bing Chu | Source | VP of Product, Formation at Formation.ai

At the end of the day, we’re about building journeys. Most AI-based Marketing platforms are about next-best-actions. But these tools only incentivize one-off purchases. We want to build life-long behaviors. The way we do this is by creating offers that require the customer to take multiple related actions rather than just make a single transaction. Doing so helps establish and reinforce customer behaviors and, moreover, just leads to more engaging customer experience.