One of the most exciting new features in Evalanche Email and LeadPage Designer and PowerSet 2 is the integrated AI Content Framework. This framework provides a range of AI-powered functions that support template developers and, above all, content creators in content creation, optimization, and translation.

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Automated content creation: The AI Content Framework enables the fully automated generation of complete email campaigns and lead pages. In other words, based on a few specifications, the AI can create an entire newsletter draft – complete with appropriate headlines, paragraphs, and even images. As a template developer, you don't need to program anything in the template itself, as this functionality is already integrated into the email designer and available in the PowerSets. However, it's crucial that your template is AI-friendly: Use the designated modules (heading, text, image, etc.) so that the AI can insert content precisely where needed. If you customize too much, the system might not recognize where each generated piece of content should go. The pre-configured PowerSet modules are specifically designed to work seamlessly with the AI – for example, a "Content" module might be interpreted by the AI as: "Needs image + headline + text + button." It will then be populated according to this logic.

The AI Content Framework allows you to generate content for various scenarios and use cases. Examples include:

Service emails
A/B split test variations
Customer journey content
Product announcements
Event announcements

The flexibility of this system makes it possible to react quickly and efficiently to different marketing needs.

AI Generators as Assistants: Evalanche provides so-called AI generators that specifically handle certain tasks. These "assistants" can be applied to individual elements and help editors automate recurring tasks. Examples:

automatically dividing a long block of text into clear paragraphs with subheadings,
translating an existing German text into multiple languages (multilingualism),
or converting a text into "plain language" to improve accessibility.

AI-powered image integration: The AI's ability to suggest or generate suitable images for the text is also interesting. This could be, for example, an AI-generated stock photo or illustration inserted into the image module. Here, you should ensure that image modules in the template have alt text fields.

Master content and context: The AI framework utilizes concepts such as master and module content. Master content means that a context is defined in advance (e.g., briefing or main message, brand, target audience), and the AI generates consistent content based on this.

The AI writer offers a library of predefined text formats: 19 different formats, such as subject line, teaser text, call to action, and closing salutation. An editor can therefore say, "Generate a paragraph for the product presentation," and the AI writer will formulate a suggestion.

Translation and localization: AI can create content in over 20 languages. If you have newsletters that are sent in multiple languages, the editor can have the AI generator translate German text into English. It's important to ensure that the template modules support this (usually not a problem – text is text, regardless of language; but be careful with date formats, commas/periods in numbers, etc., which will likely require manual adjustments).

Workflow integration: For us, it's crucial to understand that the AI functions are not a replacement for template design, but rather a complementary tool. Your template should still define the structure – the AI fills it with content. The PowerSets are essentially built AI-ready, allowing customers to start using them immediately without any additional programming effort.

Practical example: In the new designer, the marketer clicks "Generate," and the system asks for some basic information (topic, target audience). Then, for example, an editorial text and a few content blocks with images and suggested text are automatically inserted, all according to the template specifications. The editor then reviews and adjusts as needed. This automation can save a tremendous amount of time, especially for initial drafts and routine tasks.

As a template developer, you should be familiar with the capabilities of AI in order to tailor the template accordingly. For example, if you know that customers like to use AI for translations, you could include multilingual placeholders or notes like "[[English version below]]" in the template.

In summary: The AI Content Framework in Evalanche is an integrated toolset that works seamlessly with PowerSets. It generates content (text and images) within the defined design framework, optimizes existing texts (structure, tone, accessibility), and translates them as needed. For template designers, this means less focus on content—which can be generated dynamically—and more focus on ensuring the framework is robust and versatile enough to accommodate the diverse content delivered by AI. A well-built template, combined with AI support, enables the marketing team to create high-quality, personalized campaigns extremely quickly.

AI Configuration

Basic settings

In each eMailing and each LeadPage, the directive and temperature can be set in the AI tab at the top level.

Directive
The directive defines the ‘tone of voice’ or the ‘brand voice’ of the AI generation. It describes the way in which content should be created, including style, target group and specific guidelines. A clear directive ensures that the AI delivers relevant and brand-compliant content.

Global AI settings

AI text and image generators

AI text and AI image generators can be created as independent objects in the system. These generators contain the actual prompts that are sent to the AI. They can be used flexibly in both eMailings and LeadPages to generate dynamic and customised content.

Before a text or image generator is executed, all the replacement variables it contains are replaced. In this way, user information or pre-generated content can be integrated into a prompt.

Text generators can be configured in two different ways:
In the simple configuration, a prompt is specified that is personalised before being sent to the AI solution. The corresponding directive from the eMailing or LeadPage is transmitted with each transmission.

With the advanced configuration, it is possible to specify a virtual dialogue between the AI and the user, whereby the directive can also be specified as an option. In this case, the standard directive from the eMailing or LeadPage is not included. Integration via a personalisation variable, for example {$TEXT_GENERATOR_DIRECTIVE}, under ‘System’ would also be possible.

Content levels

In order to be able to map content contexts in an eMailing or a LeadPage, content can be generated at global level and at module level, which can then be shared by the levels below (e.g. widgets). In this way, content can be used identically in several independent sub-generations. Global content and module content can be integrated via personalisation variables.

Global content -> Mailing or LeadPage overarching. Can be used in modules or widgets: $GLOBAL_CONTENT}
Module content -> Comprehensive module. Can be used in widgets: {$MODULE_CONTENT}
Widget Content -> Content of a widget (e.g. heading or text field)

Variables for customised prompts

In order to create more individualised prompts for content generation, it is possible to create variables in eMailings or LeadPages. These so-called individual variables, such as ‘topic’, ‘language’ or ‘target group’, are queried before generation and used later in the generator objects. This allows you to create flexible prompts in AI generators that can be used for a wide variety of purposes without customisation.

Individual variables

An individual variable is created with the following structure, where ‘XXX’ represents the name of the variable:

{$GLOBAL_VARIABLE_XXX}

These variables are created in the eMailing or LeadPage object, displayed to the user for input before generation and thus enable customisation of the generated content.

General variables

AI generators can use general variables to access various content areas that already exist or were generated in the previous step, e.g:

The content of the widget to which the AI generator was docked: {$WIDGET_VALUE}
The content of the parent module: {$MODULE_CONTENT}
The global content at the top level: {$GLOBAL_CONTENT}
The content of the predecessor generator for linked generators: {$PREVIOUS_VALUE}

Individual directive

Individual variables can also be used in the directive to make the directive flexible. For example, language, style and target group, which are usually defined in the directive, can be flexibly outsourced and customised by the user before starting the generation.

Generation process

The generation process is started via the main generation button ‘Generate’ and follows a defined sequence:

Step 1: Global content

Firstly, the basic content is generated at global level by the linked text generators. This content serves as a basis and can be reused by various places, such as modules and widgets. If other text generators want to access the master content, this is done via the personalisation variable: {$GLOBAL_CONTENT}

The content generation of the global content is not mandatory.

Step 2: Content module

Once the global content has been created, the module content is generated for each existing module. Both the Global Content and the Module Content remain invisible to the user and can be used internally as basic content for widgets.

The module content is accessed via the personalisation variable: {$MODULE_CONTENT}

It is not absolutely necessary to generate the module content.

Step 3: Widget content

In the last step, the content of those widgets is generated that have linked and active AI text generators. The generated content is written directly to the respective widget. The widget types used can include text, image, text input and HTML fields.

Personalisation variable: {$ORIGINAL_VALUE} or {$PREVIOUS_VALUE}

Partial generation

At module and widget level, it is possible to carry out partial generation. This generates all activated areas at this point and below.

Basic rules for generation

Only activated areas (master, module and widget content) are generated if text or image generators are also stored.
If several generators are stored in one place, these are processed sequentially.

Variables overview

Various variables are available for generating and customising content, which can be used in text and image generator objects:

Individual variables

{$GLOBAL_VARIABLE_XXX}

Module content

{$MODULE_CONTENT}

Content of the current position of the generator, e.g. widget, module, or master

{$ORIGINAL_VALUE}
Is only supported in text generators

Directive for text generator

{$TEXT_GENERATOR_DIRECTIVE}

Own value of the widget or from previous generation

{$PREVIOUS_VALUE}

Information on data protection

Information on data protection can be found here: Documents on data protection and data management

eMail & LeadPage Designer

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