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Juniper Networks Drives 9x Engagement with AI-Powered Hyperpersonalization
“We’re generating 5x more meetings with our personalized, AI-powered flywheel.”
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The Challenge: Bringing AI from Product to Practice
Although AI has long been embedded in Juniper’s product DNA, the internal use of AI in marketing and business operations required a different strategy. With data scattered across systems and limited real-time insight into buyer intent, marketing personalization at scale remained aspirational.
Srinivas Attili, who leads the Center of Excellence for Data and AI at Juniper, saw an opportunity: “Our goal was to move from generic outbound tactics to real-time, hyper-personalized content powered by AI and governed by our own high standards for brand safety.”
But there were challenges:
- Siloed data hindered timely insights.
- Traditional machine learning struggled with scale and personalization.
- Generative AI raised new concerns about brand consistency and content safety.
We created a homegrown AI safety model that flags anything outside our brand tone or standards. Every piece of content goes through it.
How Juniper Networks Uses Copy.ai
Juniper’s Center of Excellence took a structured approach, beginning with foundational investments in data quality, scalable processes, and AI governance. They built a Real-Time Activation framework combining predictive analytics, orchestration workflows, and human-reviewed generative content.
Copy.ai played a central role in the content creation layer of this system. Integrated with Juniper’s broader tech stack, Copy.ai enabled the team to:
- Generate Hyperpersonalized Emails based on buyer signals and engagement history
- Enhance Lead Scoring with natural-language reasoning to support SDR confidence and speed
- Empower Teams with an In-House AI Assistant, using RAG and text-to-SQL for campaign metrics and operational queries
- Govern Outputs with a Custom AI Safety Model, evaluating tone, accuracy, and legal compliance
“We designed our AI systems to be practical, explainable, and safe, not a black box. Copy.ai helped us operationalize content creation in a way that marketing teams could actually trust and use.”
— Srinivas Attili, Head of Center of Excellence for Data & AI, Juniper Networks
Rollout
After a successful pilot, Juniper scaled the initiative across functions and geographies. A cross-functional Generative AI Council, including leaders from marketing, IT, product, and operations, was formed to ensure alignment and governance.
The rollout followed a centralize-then-distribute model: global teams developed the frameworks, tooling, and messaging infrastructure, while local teams customized execution based on regional goals. Training, templates, and embedded safety rails ensured consistency and adoption.
“Having strong data architecture and clear messaging frameworks made it possible for AI to deliver real value. We didn’t just automate, we scaled strategy.”
— Jean English, former CMO, Juniper Networks
Before Copy.ai
After Copy.ai
The Achievement
Measurable Results
With Copy.ai embedded in its Real-Time Activation framework, Juniper delivered measurable results.
Behavior-based messaging, like campaigns triggered by cart abandonment or interest in specific solutions, allowed Juniper to engage buyers within minutes of a signal. Content velocity, once a constraint, became a competitive advantage.
“The timing and context made the difference. We went from static nurture tracks to intelligent, adaptive messaging that evolves with the buyer.”
— Srinivas Attili, Head of Center of Excellence for Data & AI, Juniper Networks
increase in email open rates
increase in lead-to-meeting conversions
the expected volume of real-time messages
4–5x increase in demand from key inbound sources
Measurable Results
With Copy.ai embedded in its Real-Time Activation framework, Juniper delivered measurable results.
Behavior-based messaging, like campaigns triggered by cart abandonment or interest in specific solutions, allowed Juniper to engage buyers within minutes of a signal. Content velocity, once a constraint, became a competitive advantage.
“The timing and context made the difference. We went from static nurture tracks to intelligent, adaptive messaging that evolves with the buyer.”
— Srinivas Attili, Head of Center of Excellence for Data & AI, Juniper Networks
9x
increase in email open rates
46%
increase in lead-to-meeting conversions
3x
the expected volume of real-time messages
See the Copy.ai platform in action
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