Hightouch, the leading data and AI platform for marketing and personalization, announced Smart Suppression, a new feature within its AI Decisioning product that helps lifecycle marketers protect brand equity and reduce unsubscribes by predicting which messages will strengthen customer relationships and which ones risk damaging them.

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Traditional suppression strategies rely on static rules and frequency caps that treat all messages equally, forcing marketers to choose between missed conversions from over-suppression or damaged relationships and sender reputation from under-suppression.

“Decisioning agents are greedy. They’re designed to maximize outcomes, and if you give them permission to send five times a week, they’ll send five times a week,” said Rishabh Anand, Product Lead for AI Decisioning at Hightouch. “Smart Suppression ensures they focus that volume on messages that actually drive impact, not just fill quotas.”

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Smart Suppression analyzes customer data from the data warehouse—including purchase history, engagement patterns, and behavioral signals—to predict the incremental lift each message would generate. Marketers set suppression thresholds based on their goals, automatically filtering out communications that risk negative feedback while preserving high-value interactions. Unlike black-box optimization solutions, marketers maintain direct control over thresholds through the AI Decisioning interface.