Yespo Certification: Personalization & AI in a CDP

This course contains the use of artificial intelligence.

“Dear [Name]” is the entry point to personalization, not its ceiling. This module covers everything above it: from a simple merge tag to a model that decides, on its own, who should get an email at all.

You’ll start with the core principle that depth is set by data, not by tools, before mastering Velocity — the single technology behind every level of personalization, from a name to full conditional logic and product loops. From there, you’ll cover two tools for edge cases standard variables can’t reach: the preprocessor, which delivers unique file-driven content to every subscriber in a mass send, and the seven ways to issue a promo code, from a shared discount code to a workflow-generated code with the terms encoded inside it.

The module then moves into AI recommendations — how transformer models evolved past “bought together” logic to understand context and sequence, how they solve the cold-start problem for new products and new visitors, and how to actually implement them: web tracking, product feed, data sources, and page-by-page placement strategy. You’ll see how the account dashboard quietly outperforms every other placement on the site.

From there, predictive segmentation flips the question from “what did this person do” to “what will they do next” — with real campaign economics showing the difference between a guessed segment and a modeled one. The module closes with two very different AI agents: one built into the workflow editor that builds and diagnoses automations from a plain-language prompt, and an external agent that can edit templates, audit deliverability, and run analytics across your entire account, always under your confirmation.

By the end, you’ll be able to personalize at every level the platform supports, and know exactly which AI tool fits which job.