How TUI Scaled 1:1 Personalization With an AI Agent

Personalizing a destination name in a subject line used to be enough. It isn't anymore. TUI's team knew that closing the gap between segment-based marketing and true 1:1 personalization would usually mean hiring more people to write and manage more variations. They wanted the outcome without needing additional headcount.

So TUI started with one clear use case for the BrazeAI™ Agent Console: personalized subject lines for follow-up emails. They set up an agent to generate subject lines based on recent engagement, traveler type, and known preferences, feeding the output straight into their existing Canvas. Before it touched a single customer, they built in brand guidelines and guardrails, and kept visibility into the subject lines the agent was generating.

Then they tested their subject line personalization agent against their generic, destination-only subject lines and a third-party provider specialising in personalised subject lines. TUI's agent came out ahead on both opens and clicks.

It wasn't flawless. A small share of outputs missed the mark, and the team fixed that by refining their prompts, not by walking back the approach. What has them most excited isn't just the performance. It's that the same setup can extend to a wide range of personalization use cases, without the operational lift that used to come with it.\