Intelligent Selection

Intelligent Selection is Braze's product framing for applying multi-armed bandit logic inside AI Decisioning Studio to automate live campaign exposure and message allocation.

Key points

• Braze describes Intelligent Selection as part of its AI Decisioning Studio optimisation framework, combining multi-armed bandit logic with broader decisioning capabilities ^[src-027].
• In this setup, Multi Armed Bandits solve the allocation problem: how much traffic or exposure each live message, offer, or campaign variation should receive ^[src-027].
• The system uses reward-based learning signals such as clicks or purchases to update confidence across variations as campaign interactions arrive ^[src-027].
• Braze positions the mechanism as real-time optimisation: campaigns adapt as live data flows in rather than waiting hours or days for manual test interpretation ^[src-027].
• Intelligent Selection works alongside Contextual Bandits for real-time personalisation and predictive scoring for next-best-action decisions ^[src-027].
• The later Braze whitepaper positions the broader AI Decisioning Studio architecture as a Community Of Bandits, where multiple contextual bandits can collaborate across decision dimensions rather than only reallocating traffic among fixed variants ^[src-152].

Related entities

• Braze

Related concepts

• AI Decisioning
• Multi Armed Bandits
• Marketing Bandit Optimisation
• Dynamic Traffic Allocation
• Contextual Bandits
• Ab Testing Vs Bandits
• Exploration Exploitation Tradeoff
• Community Of Bandits

Source references

• ^[src-027] Team Braze — "What is a multi-armed bandit? Smarter experimentation for real-time marketing" (2025-12-08)
• ^[src-152] George Khachatryan, Nathaniel Rounds, Victor Kostyuk / Braze – "A community of bandits" (source page: "From multivariate testing to AI decisioning", 2025-09-30)