Adopting AI-powered decisioning is exciting. Getting everyone on board with a new way of working? That takes a little more planning.

Traditionally, marketing teams have organized their email programs around a campaign calendar. Merchandising teams secure dedicated sends for their categories, creative teams build assets for each campaign, and marketers determine which audiences receive which messages.

It’s a familiar process, and one that teams have spent years refining.

But with AI, there’s an opportunity to approach things differently. Instead of determining every message and audience in advance, marketers can use the data-driven decisioning to select content based on individual customer interests and behavior.

That means changes to how campaigns are planned, creative is produced, and success is measured.

And while AI plays an important role, getting the people and processes right is just as important.

This guide covers what to expect when adopting Movable Ink, how different teams can prepare, and what it takes to make the transition work.

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1. Start With What Changes (and What Doesn’t)

One of the biggest concerns teams have when introducing AI is how much control they’ll be giving up.

With Movable Ink, marketers establish the boundaries for AI-powered content decisions while continuing to lead their broader email strategy.

It matches customers with relevant content, while marketers continue to determine the business priorities, approved creative, and rules that guide those decisions.

Here’s what that looks like:

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2. Get Marketing, Merchandising, and Creative on the Same Page

Introducing AI decisioning affects more than the team managing your omnichannel program.

Marketing, merchandising, and creative teams all have established workflows, priorities, and measures of success. Understanding how those responsibilities evolve can help prevent confusion once implementation begins.

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Marketing: Spend less time managing individual audiences

In a traditional calendar-driven program, marketers decide which messages go out, when they’re sent, who receives them, and through which channels.

That can involve manually splitting audiences, coordinating multiple campaign versions, and reviewing performance at the campaign level.

With Movable Ink, marketers can make approved content available for AI decisioning across their customer base.

Rather than manually selecting every audience and content combination, they can focus on:

• Defining business rules and campaign priorities.
• Managing and maintaining the creative library.
• Reviewing performance at the creative and category level.
• Identifying opportunities for testing and optimization.
• Coordinating major promotions and other business-critical sends.

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Merchandising: Give categories more opportunities to reach interested customers

This also changes how merchandising teams evaluate success.

Instead of focusing exclusively on how many customers received a dedicated campaign, teams can use insights from Movable Ink to understand which categories and products customers are engaging with, how content performs across different channels, and where customer interests may differ from their original merchandising plans.

These insights can help teams make more informed decisions about what to promote, rather than relying solely on seasonal priorities or assumptions about what customers want.

Merchandising teams can also establish priorities and business rules that protect important categories, promotions, or vendor commitments.

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Creative: Build assets that keep working

Typical campaign calendars often require creative teams to produce a steady stream of assets designed for individual sends.

Once a campaign goes out, those assets may never be used again.

Movable Ink introduces a creative library containing approved assets that can remain eligible for selection over time.

That means creative teams can spend more time developing content with a longer useful life, while using performance insights to understand what resonates.

The workflow changes, too. Rather than repeatedly reviewing one-off assets for individual sends, teams can thoroughly review creative before it enters the library, including its eligibility dates and reuse rules.

Creative teams continue to own brand storytelling, design standards, and asset approvals.

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3. Make the Transition in Phases

You don’t need to overhaul your entire program on day one.

In fact, introducing Movable Ink gradually gives teams the opportunity to test, learn, and build confidence before expanding its role.

A crawl, walk, run approach can help make the process more manageable.

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The pace will depend on your organization’s goals, existing workflows, and test results.

During the initial phase, teams should compare Movable Ink’s performance against their current approach and gather enough data to make informed decisions before expanding.

This gives everyone a chance to see the technology working, ask questions, and adjust their processes without the pressure of changing everything at once.

4. Address Common Questions Before They Become Roadblocks

Even with a phased rollout, people will have questions. And that’s a good thing.

Addressing concerns early gives teams a clearer understanding of how Da Vinci works and what it means for their responsibilities.

Here are a few common questions to prepare for.

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Your AI Adoption Checklist

Before expanding AI decisioning across your program, use this checklist to make sure your teams are prepared.

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Making AI Decisioning Part of Your Everyday Workflow

Successful AI adoption takes clear communication, shared expectations, and a willingness to adjust familiar processes.

Start with a manageable rollout. Give teams the opportunity to see results. Keep the conversations going as new questions and opportunities come up.

With the right preparation, Movable Ink can become a natural part of how your marketing, merchandising, and creative teams work together, giving them more time to focus on the decisions that benefit most from their expertise.