In a Fortune commentary, Twilio Chief Marketing Officer Chris Koehler said research and personalized-content preparation for one account-based campaign, which once took more than two weeks, can now be completed in under a day with AI support.
Koehler said the process still includes staff review, along with work on supporting data and integrations. “The AI model didn’t do that alone,” he said.
Separately, he said the team now runs up to 15 account-based campaigns per quarter, compared with three previously.
Twilio marketing staff have access to ChatGPT and Gemini for content creation, Koehler said. The company is working to broaden Claude access for marketing-specific tasks.
Koehler also placed Twilio in the second stage of his three-stage model for enterprise AI adoption, which he said is his own framework rather than an industry standard. The phase involves teams adopting AI in common processes as they work toward greater automation.
