Templates

Templates are the core unit you build and run inside JustAI. Each template represents a single touchpoint in your marketing lifecycle — one email, push notification, or SMS message — and contains the variants, configuration, and analytics for that touchpoint.

What a Template Contains

Every template is made up of:

Component	Purpose
Variables	The editable parts of your message (subject, preheader, body, CTA)
Fields	Templated values that appear in copy (e.g. {{ firstName }})
Attributes	User properties used for segmentation (e.g. plan, region)
Themes	Tags that categorize your messaging approach (e.g. urgency, friendly)
Variants	Different versions of the message to test against each other
Key metric	The outcome you’re optimizing toward (open rate, click rate, conversion)

How Templates Map to Your ESP

Each template connects to a specific touchpoint in your ESP — a Braze Canvas message, an Iterable campaign, a Customer.io broadcast, etc. When you create a template, you select the ESP touchpoint and JustAI scans it to prefill variables and configuration.

At serve time, your ESP calls the JustAI API with the user’s attributes. JustAI selects the best-performing variant for that user and returns the personalized content, which your ESP renders and sends.

Template Lifecycle

Templates move through four statuses:

Draft → Active → Shipped or Archived

Draft

A new template starts in Draft status. In this phase you:

• Configure variables, attributes, and themes
• Generate and review variants in the Studio
• Set up the AB split and integration settings
• Approve variants for experimentation

Draft templates do not serve traffic. They return the control variant if called.

Active

Once your template is configured and you have approved variants, activate it to begin serving traffic. In Active status:

• JustAI’s ranking algorithms allocate traffic across variants
• Performance data accumulates against your key metric
• Auto-Tune monitors results and surfaces recommendations
• You can add, edit, or archive variants without pausing the experiment

Shipped

When a variant reaches statistical significance and clearly outperforms the others, you can ship it. There are two shipping modes:

• Ship & Iterate — The winner becomes the new control, and you launch a new experiment on top of it. This creates a continuous optimization loop (Milestones).
• Ship & Lock — The winner is served to all future traffic. The experiment ends and the template is marked as Shipped.

See Milestones & Shipping for the full workflow.

Archived

Archive a template when you no longer need it. Archived templates stop serving traffic and are moved to the Archived tab on the Templates page. You can restore an archived template at any time.

Templates Page

The Templates page lists all templates in your organization. Use the tabs to filter by status:

Tab	Shows
All	Every template regardless of status
Active	Templates currently running experiments
Draft	Templates still being configured
Shipped	Templates with locked winners
Archived	Inactive templates

You can also search by name, duplicate an existing template as a starting point, or create a new one.

Tip

Duplicating a template copies its variables, attributes, themes, and configuration — but not its variants or analytics data. It’s useful when you have a similar touchpoint to set up.

Next Steps

• Setup Guide — Create and connect a new template to your ESP
• Create Variants — Generate and manage content variants
• Configuration — AB split, stat sig thresholds, and integration settings