Contextual personalization in scenarios

This guide shows you how to set up contextual personalization in scenarios. Loomi AI analyzes each customer's context and serves the most relevant variant across all supported channels to drive conversions.

For general information on scenario setup, see scenarios. For a full overview of contextual personalization and its configuration, see Contextual personalization and Configure contextual personalization.

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This is a Premium tier feature powered by Loomi AI.

Prerequisites

• A scenario with at least two channel variants ready to test.
• A Bloomreach Engagement account with the contextual personalization feature enabled.

Supported channels

You can use contextual personalization across all scenario channels — email, mobile push, browser push, SMS, RCS, WhatsApp, and App Inbox.

For an example of optimizing across multiple channels in a single scenario, see Contextual personalization use cases.

Set up contextual personalization for scenarios

Step 1: Select a use case

Choose a use case where personalization plays a relevant role. This guide uses a welcome SMS campaign with two message variants triggered after a customer registers. For inspiration, see Contextual personalization use cases.

Step 2: Create a scenario

Create a scenario triggered by the register event with as many channel nodes as variants you want to test.

Step 3: Create channel variants

Create at least two variants and configure all relevant settings. This example uses two SMS variants — each with a different welcome message. For details, see SMS campaigns.

Both variants address the customer by first name using Jinja. For details, see Jinja.

Step 4: Configure contextual personalization

Add the Contextual personalization node to your scenario and place it before the channel variants — the same position you'd use for an A/B test split node.

In the Contextual personalization node, configure the following settings.

Comparative A/B test

Enable the Comparative A/B test toggle and set traffic distribution to 80% contextual personalization and 20% comparative A/B test. This lets you measure the uplift of contextual personalization against individual variants once your campaign is running. For details, see Evaluate contextual personalization.

Value

For this example, both SMS variants have equal business value, so no changes are needed. If your variants have different business values — for example, one offers a 10% discount and one doesn't — assign higher value to the variant that's worth more to your business long-term. For details, see Configure contextual personalization.

Goal

For scenario channels, Loomi AI automatically tracks opens and clicks. You can optionally define an additional goal to optimize for a downstream business outcome — for example, a purchase or subscription.

Contextual features

Select Optimized by Loomi AI to let Loomi AI automatically choose the most relevant customer data. You can also define custom features if needed. For guidance, see Configure contextual personalization.

Campaign type

Select the campaign type that matches your send strategy:

• Automatic campaign: Use for on-event triggered campaigns that run continuously over weeks or months. Loomi AI learns continuously over time — no distribution window is needed.
• One-off campaign: Use for newsletter blasts. Set Distribute within to 12 hours to give Loomi AI enough time to learn from early interactions and improve delivery for later recipients.

If your campaign must send quickly, a shorter window still works — but expect less optimization.

For guidance on timing configuration, see Timing considerations.

Step 5: Configure settings

In the Settings tab, select a consent category. To track and send links in SMS, enable the campaign link shortener in settings. For details on consent management, see Consent management.

Evaluate results

To measure the impact of contextual personalization in your scenarios, see Evaluate contextual personalization. For guidance on interpreting early results, see Exploration and randomization.

For guidance on timing configuration, see Timing considerations in the configure article.