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].
Related entities
Related concepts
- AI Decisioning
- Multi-Armed Bandits
- Marketing Bandit Optimisation
- Dynamic Traffic Allocation
- Contextual Bandits
- A/B Testing vs Bandits
- Exploration-Exploitation Trade-off
Source references
- [src-027] Team Braze — “What is a multi-armed bandit? Smarter experimentation for real-time marketing” (2025-12-08)