AI Split
AI Split - Automatic A/B Optimization on the Flow
AI Split runs an automatic A/B test between two branches of your journey, then routes your entire audience to the winning branch, so your recurring campaigns keep optimizing themselves without manual intervention.
1.What is AI Split?
AI Split is a canvas element that splits the audience entering it into two equal branches. Each branch can contain different content, timing, or channel choices, whatever you want to test. AI Split measures how each branch performs against a criterion you choose, and once it has gathered enough evidence to pick a winner, it stops splitting and sends all traffic down the winning branch.
Think of it as an A/B test that concludes itself: you don't need to watch the results, compare rates, and manually re-route the journey. The element does the comparison and the switch for you, so campaigns that run repeatedly keep working at maximum efficiency.
2. Choosing a performance criterion
When you add an AI Split element to the canvas, you are asked to select a performance criterion. This is the single metric the element will use to compare the two branches and declare a winner. Three criteria are available:
| Performance Metric | What it measures | When to choose it |
|---|---|---|
| Open | Which branch achieves the better open rate. | You are testing subject lines, sender names, or send timing - anything that influences whether the message gets opened at all. |
| Click | Which branch drives the better click rate. | You are testing message content, creative, offers, or calls to action - elements that drive engagement inside the message. |
| Conversion | Which branch produces the better conversion result. | You care about the final business outcome (purchase, sign-up, etc.) rather than intermediate engagement. |
Quick References
| QUESTION | ANSWER |
|---|---|
| Where can it be placed? | Anonymous column and contact column of the canvas; one or more instances per journey. |
| Which send types support it? | Recurring sends only. |
| What must be chosen when adding it? | A performance criterion: Open, Click, or Conversion. |
| Anything special about Conversion? | Yes, a conversion check is performed on the campaign, so conversion tracking must be in place. |
| How is the audience split? | 50/50 into two equal branches until a winner is selected. |
| What happens after a winner? | The entire audience is routed to the winning branch for maximum efficiency. |
Updated about 12 hours ago