How it Works: Reinforcement Learning

Why does Motiva's machine learning work so well?

Motiva AI Reinforcement Learning

At the heart of Motiva AI is “reinforcement learning” that we’ve specially tuned for nurturing humans to take an action.  


It works like it sounds. As Motiva gets new behavioral signals like opens or clicks or conversions, it reinforces winning message variations. It learns what works, and does more of that and less of what doesn’t work.

The variations can be anything at all. Send time, color, copy, from: address, whatever you can dream up.  

It adapts to customers.


The key insight we had early on? We never really know very much about customers. Data quality issues limit the quality of predictions – especially when those predictions are based on stable attributes. That’s why most of those AI products fail to produce results.

So let’s take a different approach that’s better suited to what data we have. Motiva’s reinforcement learning allows us to dynamically adapt and find winning marketing strategies far better than anything else on the market. 

And it works without any human intervention. There’s no need to know anything about testing, p-values or significance, randomization, etc. 

Fun with AI!
Motiva & Privacy

Unlike other AI products, Motiva AI doesn’t expect good data. 


Motiva works great with very little data. In addition, Motiva also preserves user privacy. We require no identifiable information (PII) or even demographics in order self-optimize. 

Cookies and tracking are facing severe limitations and regulations. Your tools need to keep up with the times.  

This is exactly the opposite of nearly every other marketing and sales related predictive machine learning system today.   

Want to go deeper? You can learn more about our approach to machine learning in this three-part series from our Chief Scientist, Chris Diehl. Have a look!