Company Background

Movable Ink is a global leader in marketing personalization, enabling over 700 of the world’s most innovative brands—including Victoria’s Secret, L.L.Bean, and JetBlue—to deliver real-time, tailored content across email, mobile, web, and more. Founded in 2010, the company transforms customer data into dynamic, personalized content at the moment of engagement, driving deeper customer connections and significant revenue growth. With more than 500 employees operating worldwide, Movable Ink’s AI-driven solutions seamlessly integrate with existing martech stacks, allowing brands to scale personalized experiences across all customer touch points.

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The Challenge

Before implementing Guru, Movable Ink relied heavily on Slack as their knowledge repository, creating inefficiencies in how information was accessed, especially during a time of rapid growth. Christina Molina described the situation: “Slack was our repository for data, and people would share different versions of  back and forth, so people had to constantly point out the pinned docs  in multiple channels …there was no one place to look things up."

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As Movable Ink scaled from 230 to 600 employees, the team struggled to manage knowledge efficiently, which put a significant burden on subject matter experts. “Scaling without access to centralized information puts a lot of stress on existing contributors,” said Christina, highlighting the urgent need for a solution.

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The Solution

Guru became the centralized system that Movable Ink needed to manage its knowledge efficiently across teams and platforms. Christina noted that Guru’s integration with Slack and the Slack Suggested Answers feature was a game-changer: “It shortens the conversation significantly when they get a Guru card to start from... it gives them a great starting place”. The automation of responses within Slack helped drastically reduce the repetitive questions being asked, allowing employees to focus on more critical tasks. 

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Slack Suggested Answers, used in over 11 channels, has become a critical feature, significantly allowing new hires to onboard efficiently. “I constantly hear from my new people... they love it, that it's so helpful for them when they're first starting out,” Christina said. The solution also helps ensure accurate, up-to-date information, as the team continues to train Guru’s AI to refine automatic responses. 

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Furthermore, the implementation of Knowledge Triggers and the AI Training Center helped surface relevant information directly within the team's workflow, ensuring employees spent less time searching and more time being productive​

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The Approach

1. Slack Integration: Movable Ink started by integrating Guru with Slack, enabling real-time, auto-generated answers within Slack channels.
2. AI Training: The team focused on training the AI to improve the relevance and accuracy of responses. *“We’re trying to get people training the AI so the responses are better,”* Christina mentioned.
3. Expanding Usage: Christina noted, “We’re now working to get people to own the information and expanding our authorship,” pushing for subject matter experts to contribute directly to Guru
4. Enterprise Search: Movable Ink has plans to integrate Guru’s Enterprise Search functionality in 2025 to further expand Guru’s role in aggregating information across systems like Salesforce and Highspot

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The Outcome

The results of Guru’s implementation were transformative for Movable Ink. Christina expressed that the system became critical, especially during onboarding: “I love having one spot to go look for stuff.” She also highlighted how Guru reduced the burden on subject matter experts by automating answers within Slack, adding that “new hires are really happy with it because they don't have to constantly ask questions and shoulder tap to find SME’s ”.

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The planned integration of Enterprise Search and Pages aims to further streamline operations by centralizing more knowledge across the company. 

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Without Guru, Christina noted, “It would be a bit chaotic... people would have to  rely  on multiple systems.” She also acknowledged that, now with Guru’s knowledge base in place, “we would never want to go back to not having a centralized knowledge base”.