Use Personalize Paths to send each audience member record down the path most likely to drive your desired conversion outcome. Path selection uses machine learning to continuously predict which path performs best for each person, improving over time.
Where: This change applies to Lightning Experience in Marketing Cloud Advanced Edition.
Who: To use Personalize Paths, you need the Add Path Experiment Element to Flows permission. This permission is included in the Marketing Admin and Marketing Manager permission sets.
Why: Instead of manually defining audience segments for each path, Personalize Paths continuously learns from real conversion outcomes and shifts individuals to the path most likely to succeed for them specifically.
How: In Flow Builder, add the Personalize Paths element to your flow. Select an out-of-the-box performance metric or create a custom engagement signal as your success metric, and optionally add related engagement signals to help inform path selection. Engagement signals must be set up separately. Then define the paths that you want to test, such as different messaging channels or content variations. When you activate the flow, the system assigns individuals to paths based on predicted conversion likelihood, improving its predictions over time.