Traditionally, segments were used to identify the target audience for a campaign.

Traditionally, segments were used to identify the target audience for a campaign. In the always-on approach, segments translate into engagement policies and AI. Engagement policies define when specific actions or groups of actions are appropriate for customers, while AI-driven decisions help determine the most relevant next best actions for individual customers based on predictive and adaptive analytics. This approach ensures that each customer interaction is highly personalized and contextually relevant.