Twilio CMO Says AI-Supported Workflow Cut Campaign Prep to Under a Day

Twilio Chief Marketing Officer Chris Koehler said an AI-supported process reduced the research and personalized content preparation for one account-based campaign from more than two weeks to under a day.

Koehler said his team’s pace rose from three account-based campaigns per quarter to as many as 15. He said the faster process involved human review alongside AI, as well as supporting data and integration work.

“The AI model didn’t do that alone. What did was the unglamorous work underneath it,” Koehler said.

Koehler said Twilio’s marketing teams had access to ChatGPT and Gemini for content creation. He said the company was working to expand Claude access for marketing-specific tasks.

Koehler has described enterprise AI adoption in three phases, a framework he said was his own rather than an industry standard. He said Twilio was in the second phase, where teams use AI in shared workflows while building toward more autonomous processes.