Campaign launch time fell about 75%, with 15% more conversions than the ads already running.
Otrium Ad Creative Agent
Agent Ready Award Agentic Achievement Award
Thumbtack Lifecycle Campaign Agent
Campaigns that took 4 to 6 weeks now go live in days, with personalized variants up from one or two to more than 20.
The questions that used to queue with data science get answered in the brief, and the assets come with them.
What the agent does
Answers audience sizing and segment questions that used to wait in a data science queue, then generates the email and push assets for that same brief.
01
The problem
Why this exists
A marketplace matching homeowners to service professionals has to speak to both sides, in many categories, at many stages. That is a personalization problem, and Thumbtack could not resource it.
Read more
A campaign ran 4 to 6 weeks and pulled in five or more teams, costing roughly 40 hours of coordination before anything shipped. The cost showed up as sameness: one or two variants per campaign, because a third had to be justified against everyone's time.
The blocking step was rarely the writing. It was validation. Sizing an audience, checking how a segment behaves, and testing whether a personalization angle is strong enough all meant a trip through the data science queue, and the queue set the pace.
02
Outcomes
What changes when this is in place
- Time from idea to live campaign went from 4 to 6 weeks to days.
- Coordination time fell from around 40 hours per campaign to around 10.
- On-brand personalized variants rose from one or two to more than 20.
Read more
- Marketers work autonomously on the questions that used to require someone else's calendar.
03
How it works
Architecture
Lifecycle Studio runs on top of Thumbtack's BigQuery data, with brand guidelines, campaign history, and established best practice loaded alongside it. The company's own record is the context, so validation answers reflect Thumbtack rather than a general model.
Read more
The agent covers strategic validation: audience sizing, segment behavior, and how strong a given personalization angle is. These are the questions that previously required the data science queue, and answering them at brief time is what collapses the calendar.
It then generates the cross-channel email and push assets from the campaign brief, holding brand consistency across them, so validation and production happen in one pass rather than as two scheduled handoffs.
Hightouch describes a further step toward agents selecting content, timing, and messaging from per-user signals. That is stated as roadmap in the case study and is not part of what is running today.
The full customer story is published by Hightouch at https://www.hightouch.com/customers/thumbtack.
Open standards used
REST APIs
Tech stack
Hightouch Lifecycle StudioHightouch Agentic CDPBigQuery
Resources
Next step
Request an intro
Hightouch is behind this solution. Ask about getting campaigns live without the queue, and the MACH Alliance will put you in touch with the person who can answer.
Not ready to talk to anyone? MACH Insider is the Alliance mailing list. New solutions, program openings, and the research behind them, once a month.
Everyone credited on this solution
- HightouchAgentic CDP and lifecycle marketing
Every organization named here has a page listing the rest of its work on the Hub.
Related solutions
100 product descriptions in 30 minutes, against 100 a day by hand.
Matalan Product Description Generation
Four recurring workflows run against the live store, lifting conversion from 0.8% to 1.1% in 30 days.
Carsncards Revenue Operations Agent
Verification
Published case study
The detail on this page is drawn from a case study published by the contributor or the MACH Alliance. Any figures on this page are the ones that case study states.
Where this came from
Solution detail is published from the contributor's 2026 Agent Ready submission to the MACH Alliance. Submitter names and contact details are not published. Accepted in the second Agent Ready cohort. Written from Hightouch's published customer story at https://www.hightouch.com/customers/thumbtack. The figures come from that case study. The dynamic content selection described there is roadmap and is not claimed here.
Status: Live in productionAdded Sep 10, 2026A listing is an editorial decision, not a MACH Alliance certification.
Built something worth showing?
Put your agentic solution in front of the enterprise leaders who use the hub to decide what to build next. Submissions are open to MACH Alliance Members, Collaborators, or Ambassadors.