Welcome to our study on Generative AI effectiveness in email ✨

About This Study

Context

Exploring Generative AI's role in effective email communication

Generative AI (GenAI) is transforming how organizations communicate. This study investigates the use of large language models (LLMs), such as ChatGPT, to personalize a wide range of email categories—marketing, transactional, and even informational emails. The partnership with KPMG allows us to test these methods in a real-world corporate environment.

Email personalization has long been known to enhance engagement and conversion rates, but achieving this level of customization can be resource-intensive. By leveraging AI, we aim to automate and enhance the personalization process while evaluating its actual effectiveness compared to standard, generic emails.

Goal and Scientific Contribution

Evaluating the effectiveness of AI in personalized email communication

This study aims to assess how well AI-personalized emails perform in terms of user engagement (opens, clicks) and conversion rates (actions taken). By comparing generic emails with AI-personalized versions, we seek to uncover whether personalization leads to better outcomes.

Our findings will contribute to a deeper understanding of how generative AI can enhance communication strategies. This research bridges theoretical AI capabilities with practical applications, providing actionable insights for organizations aiming to optimize email communication.

Method

Employing randomized controlled trials in a corporate setting

The study uses randomized controlled trials (RCTs) to measure the effectiveness of AI-personalized emails. Recipients are divided into a control group (receiving generic emails) and multiple treatment groups (receiving AI-personalized emails generated by different LLMs). Engagement and conversion metrics are then tracked and analyzed to determine the impact of personalization.

Personalization is achieved by utilizing employee data such as job title, department and office location. Data security and privacy are prioritized, with all data stored securely and used solely for the purposes of this study.

Participant Information

Your privacy and rights are our priority

Participation in this study is voluntary, and we are committed to protecting your personal data in accordance with GDPR guidelines. Minimal data is collected for personalization purposes, and no identifiable information is shared with third parties without anonymization. Participants have full control over their data throughout the study.

Processing of Your Data

We collect and process data, such as your name, job title, and interests, to personalize email communication. This data is securely stored and used exclusively for research purposes. Sources include publicly available platforms and internal company systems.

Accessing Your Data

You can access, review, and update your data through a secure portal. Your rights to data privacy and management are central to this process.

Access Your Data

Privacy Policy

For detailed information about how your data is handled, read our privacy policy.

Read the Privacy Policy

Data Protection Impact Assessment (DPIA)

Learn how we ensure your data is handled responsibly through our DPIA.

View the DPIA

Data Management Plan (DMP)

Understand the procedures for managing and protecting your data throughout the study.

View the DMP

Opting Out of the Study

Your participation is entirely voluntary

If you wish to withdraw from the study, you can opt out at any time. Simply click the link below and follow the instructions to have your data removed.

Opt Out Here

Meet the Research Team

Get to know the experts behind the project

Have questions about the study, methodology, or your data rights? Contact the lead researcher at c.e.w.brachten@students.uu.nl or reach out to Utrecht University's privacy contact at privacy-beta@uu.nl.