Creativity is not just an artistic endeavor, but a critical business strategy that fuels problem-solving, innovation, and competitive differentiation.

Pura, a smart-home fragrance company, uses Twilio Segment’s AI features and a data-driven understanding of their customers to power creativity — helping them break through industry noise, grow product adoption, and inspire brand loyalty.

In this talk, Skip Wilson, VP of Marketing at Pura, challenges the notion that creativity is reserved for designers and marketers, showing how it drives decision-making, storytelling, product innovation, and brand-building. Learn How Pura uses Segment CDP, AI Predictions, and Recommendations to scale creativity for personalization, and retention.