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Altcraft CDP is an omnichannel marketing platform for automating communications via Email, SMS, Mobile and Web Push, and messengers. Collect and manage customer data in a single system. Launch personalized campaigns and improve conversion rates.

Altcraft’s unified marketing management platform continues to evolve rapidly. In this article, we’ll walk through the key updates in the current release and what’s planned going forward.

## New Altcraft Mobile SDK

[**The mobile SDK**](https://guides.altcraft.com/en/developer-guide/sdk/mobile/) is a ready-to-use code package that allows you to quickly connect an app to the platform. Once integrated, the SDK enables push notifications, profile management, and event tracking required for user segmentation. A developer only needs to install and initialize it — the whole process takes no more than 15 minutes.

<Note>
Implementing the same functionality without an SDK would require significantly more steps and time — in some cases, integration may take a month or longer.
</Note>

 
<Img img="/uploads/key_updates_in_the_mobile_sdk_22e7ad030a.png" alt="key-updates-in-the-mobile-sdk.png" />
 

 Here are the key updates in the Mobile SDK:

- **Support for multiple authorization methods.** The SDK now supports both JWT authorization and Altcraft’s internal R-token authorization. It retrieves the device’s unique push token, links it to the profile, and signs all requests using either JWT or the R-token. This approach makes push notification delivery more secure and stable, eliminating issues caused by static tokens.

- **In-app event tracking.** Altcraft can now easily track any important user action inside the mobile app — registration, adding an item to the cart, making a purchase, and much more. The SDK allows you to configure event transmission to the platform in just a few minutes. Each event is automatically saved in the profile history and immediately becomes available for segments, triggers, and workflows.

- **Simple integration.** Altcraft Mobile SDK is now available in a [**GitHub repository**](https://github.com/altcraft). For iOS, it’s offered through Swift Package Manager and CocoaPods; for Android — Maven Central. Just add the dependency, link, or pod, and the library is integrated into the application.

In addition, the SDK supports scenarios where multiple users may sequentially use the same device — all activity is correctly associated with the appropriate profile. It works seamlessly with both unauthenticated users and those logged into their accounts.

## New Automation Workflow Features

Workflows, or scenarios, are a key tool for quickly automating business processes, and the Altcraft team continues to expand this functionality.

We’ve introduced a new element — **“Wait for Event.”** A workflow can now pause execution for a specific user until the required action occurs — for example, a purchase on the website or a click in an email. Previously, the system repeatedly checked whether the event happened, which created unnecessary load. Now the workflow simply waits and resumes as soon as the event is registered. If nothing happens within the specified time, the user moves to an alternate branch.

 
<Img img="/uploads/abandoned_cart_4f01ee6d49.png" alt="abandoned-cart.png" src="Example of how the “Abandoned Cart” workflow operates: if a person fills their cart but doesn’t complete the purchase, reminder messages are sent"/>
 

We’ve also improved the **“API Call”** element by adding a profile limiter. Now you can define how many profiles are sent to an external service within a certain period. This is useful, for example, when a workflow sends data to a call center — if there are a million customers, the system won’t send them all at once but will throttle the flow to avoid overloading the external system.

## Context for Pixel Events

The Altcraft pixel makes it possible to track key user actions on a website — for example, adding an item to the cart, placing an order, or viewing a page. Along with these events, you can also pass context: which item was added, the order amount, or which products were viewed. This context can now be used directly in message templates.

Previously, if you needed to insert specific data into a template or use it in a workflow, the context had to be passed through the API. Now, the platform automatically pulls the data sent with the goal registration event. This simplifies configuring trigger-based communications and removes the need for additional integration.

*For example, if a user adds an item to their cart and you want to send a reminder, you only need to reference variables in the template and set the workflow or trigger campaign to launch when the pixel activates. The platform will automatically insert the necessary data from the event.*

This new approach is the first step toward expanded context handling. In the future, the same mechanism will apply to other event types.

## Attributes for Campaigns and Workflows

The platform now features a new attribute system that helps categorize and organize marketing communications. Attributes are customizable tags that can be assigned to campaigns and workflows.

You can create any attribute *(for example, “Communication Type”)* and define a set of values — such as promotional email, transactional message, service notification, etc. Then, when launching a campaign or creating a workflow, you select the appropriate attribute value. Attributes can be required or optional — this is configured when the attribute is created.

 
<Img img="/uploads/attributes_for_campaigns_43f02fd1fe.png" alt="attributes-for-campaigns.png" />
 

Here’s how these tags help in daily work:

- **Search and filtering:** quickly locate the right campaign or workflow by its attribute and value.

- **Profile segmentation:** a marketer can build segment conditions like “participated in at least one campaign with attribute X,” or exclude users who received a certain type of communication.

- **Message personalization:** attribute values can be inserted directly into templates via variables.

- **Control groups and reporting:** attributes simplify analysis — you can compare performance across different campaign types or build global control groups by excluding entire categories of messages (for example, keeping service notifications untouched while isolating promos).

All created attributes and their values are managed in the new “Attributes” section in settings.

## Stratification in Global Control Groups

The global control group mechanism now supports stratification.

 A global control group allows you to exclude part of the audience from all communications to objectively evaluate the impact of marketing campaigns. Stratification makes this sample more representative.

Stratification is the random selection of profiles into a control group while preserving the original distribution of the audience across important characteristics.

*For example, if your database contains 100,000 customers, where 30% use iOS and 70% use Android, a random selection of 10% into the control group may result in a skew (for instance, 6,000 iOS and 4,000 Android users, breaking the real 30/70 proportion). With stratification, Altcraft divides the database into two strata — iOS and Android — and selects 10% from each, resulting in exactly 3,000 iOS and 7,000 Android users in the control group.*

 
<Img img="/uploads/stratification_7366da3886.png" alt="stratification.png" />
 

You can specify one or several characteristics for stratified selection *(operating system, region, loyalty segment, etc.)*. The system will automatically divide the audience into the corresponding subgroups and randomly select the required percentage from each. This is especially valuable for large databases where it’s important to maintain the balance of different customer categories when analyzing campaign response.

## Updated Block-Based Email Editor

The editor is now more user-friendly thanks to a clear structure: a row contains blocks, blocks contain columns, and elements (text, images, buttons) are placed inside columns. This hierarchy makes drag-and-drop predictable. Users can freely rearrange objects within the same level without breaking the layout.

We also added a new element — **Products**. It works together with Market and automatically pulls up-to-date product data into the email. Simply drag the element into the template and customize the design. Then use filters to select which products should appear in the email. Available filters include category, price range, stock availability, and any other Market parameters. Everything is done visually — no code or SQL queries required.

 
<Img img="/uploads/block_based_email_editor_e838331494.png" alt="block-based-email-editor.png" />
 

If you need a static selection, you can manually choose specific products and use them as a fixed list.

And a small bonus — images can now be edited directly in the block editor: crop, resize, adjust proportions, rotate, and flip.

 
<Img img="/uploads/email_editor_9597b4fd82.png" alt="email-editor.png" />
 

## Altcraft Personal Account for Cloud Customers

We’ve launched the Altcraft personal account — making the process of purchasing and getting started with Altcraft much faster and more convenient.

In the personal account, anyone can register, select the suitable plan *(for example, based on the number of contacts or messages)*, and automatically generate an invoice for payment.

## Upcoming Releases

Here’s what’s coming next: 

- **Loyalty Program:** a module with bonuses, points, and levels to support customer retention.
- **High-level campaigns:** a unified structure that includes email sends, workflows, and other activities. This format makes customer communication more convenient and allows setting control groups at the right level.
- **Recommendation Engine:** a neural network–based personalized recommendation module for e-commerce.

Altcraft continues to evolve, giving marketers more power to automate and personalize their communication.

altcraft-updates-msdk-blog.png

What’s new in Altcraft: which new features and improvements have appeared and which functions are planned for upcoming releases.

altcraft-updates.png

A look at the new features and improvements in Altcraft and the functions planned for upcoming releases.

 Altcraft update: new features, changes, and development plans

Altcraft Updates: What’s New and What’s Next

<Video url="https://www.youtube.com/embed/3uWVEBK82kE?si=8SgiYQYbvHG_23Lh" />

Holiday campaigns are a marathon of discounts and special offers, as well as a good chance to remind customers about your brand and say “thank you.” Beyond creativity, they need precise setup so every part works together smoothly.

Here’s a set of Christmas campaign scenarios and a technical checklist to plan your December communications.

## 5 Christmas Marketing Scenarios

### Gift-Guide Recommendation

**Goal:** steer customers toward a choice, ease doubts, and shorten the path to purchase.

**How It Works:** The flow uses data on customer interests and recent browsing in your site or app. A trigger fires when someone repeatedly checks sections like “Gifts,” “Sets,” or “Holiday Deals.”

Keep the email light and friendly: “Still not sure what to get? Here are a few ideas.” Add curated picks by category: for family, friends, coworkers, and options for any budget.

If the customer skips the email or views it without ordering, send a follow-up in 1–2 days with a nudge like “Your perfect gift is still waiting” plus a link to a “You Might Like” section.

 
<Img img="/uploads/scenario_gifts_34b8eb790d.png" alt="scenario-gifts.png" />
 

**What to Avoid**
- **Complicated navigation.** Skip extra steps or anything that makes picking and ordering harder. The simpler the path from idea to purchase, the higher the chance of conversion.
- **Too many reminders.** One follow-up is enough. More frequent messaging risks annoying recipients.

### Abandoned Cart During the Holidays

**Goal:** bring the customer back to the items they viewed and drive them to complete the order.

**How It Works:** 

Send a [**sequence**](https://11.agency/blog/best-time-to-send-abandoned-cart-emails/) of reminders:

- first after one hour;

- second after 24 hours;

- third after 3–4 days if there’s still no activity.

Include a dynamic product grid and a “Go to Cart” button to create a clear visual anchor and guide the customer back to checkout faster.

**After the purchase**, close the loop with a warm follow-up message thanking the customer. You can add related items or accessories for [**cross-sell**](https://altcraft.com/blog/what-is-cross-selling) and a higher average order value.

 
<Img img="/uploads/abandoned_cart_a844c3be79.png" alt="abandoned-cart.png" />
 

**What to Avoid**
- **Uncertain timing.** Don’t promise delivery by the holidays or on a specific date unless you can guarantee it. If delays are possible, warn customers in advance.
- **Poor timing for sends.** A message in the middle of the night will be ignored at best, and at worst will trigger an unsubscribe.

<Note>
How do you find the best time to send messages? [**This article**](https://altcraft.com/blog/how-to-choose-the-best-time-for-sending-emails) breaks it down.
</Note>

### Reactivation of Inactive Subscribers

**Goal:** reach subscribers who haven’t opened emails for [**3 to 9 months**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers), improve list quality, and grow the share of active readers.

**How It Works:** The first message should reintroduce your brand and spark a positive reaction. Send a light, upbeat note like “We’ve missed you! Enjoy an exclusive holiday discount” with a clear CTA such as “Activate” or “Browse the Catalog.”

After the subscriber completes the target action, move them to the active segment and add them back into your regular flows. Once they’re reactivated, adjust send frequency so they don’t get overloaded in the first weeks. If they don’t click, follow up in 3–4 days with a short reminder: “Don’t forget your holiday bonus.”

 
<Img img="/uploads/reactivation_scenario_0bc910e69f.png" alt="reactivation-scenario.png" />
 

**What to Avoid**
- **Pushy wording.** Lines like “Hurry! Last chance to come back!” feel intrusive and aggressive.
- **Too many repeats.** If a subscriber ignores every message, pause communication so you don’t hurt your sender reputation.

### Unread Emails

**Goal:** reconnect with subscribers who missed the main campaign, boost opens and clicks, and keep the experience comfortable.

**How It Works:** If a subscriber hasn’t opened the main email after a couple of days, send a new message with a fresh subject line, preheader, and copy. Skip broad mentions of gifts and sales; highlight a specific benefit instead. *For example, share a small list of bestsellers or emphasize easy delivery.*

Still no engagement? After 1–2 days, follow up with a short push or SMS (“Gift ideas for family, friends, and coworkers. Delivery by December 23”). If there’s zero response, pause further messages. Move these users to a “Passive Audience” segment and reach out later through a reactivation flow.

 
<Img img="/uploads/unopened_emails_fd066f0bec.png" alt="unopened-emails.png" />
 

**What to Avoid**
- **Repeated content.** Similar messages lose appeal fast and drag down click-throughs and engagement.
- **Sending too soon.** A reminder just a few hours after the main email is likely to be ignored.

### Post-Holiday Engagement

**Goal:** draw customers back after the holidays, drive repeat purchases, and prompt bonus activation.

**How It Works:** Start your outreach on January 2–3, once people are back to normal routines. Send a thank-you email to everyone who shopped in December. Offer a time-limited discount or promo code. 

If you run a [**loyalty program**](https://altcraft.com/features/loyalty-programs), add a button like “Use Your Reward” or “Go to Account” so customers can redeem it right away.

If the email stays unopened for 48–72 hours, send one short reminder through another channel. Stop there to avoid irritation.

Two to four days after a customer redeems the offer, send a follow-up with something extra—invite them to join your rewards club for more perks or subscribe to updates to get early access to new arrivals and promos.

 
<Img img="/uploads/post_holiday_engagement_dfb2e5830a.png" alt="post-holiday-engagement.png" />
 

**What to Avoid**
- **Token rewards**. The offer should feel real and valuable, with a clear promo or discount mechanic and no extra conditions.
- **A cold tone.** After warm, emotional December messaging, a dry, formal email feels jarring.

## Holiday Checklist: Your Pre-Launch Checkpoint

This checklist covers the key steps to prep and launch holiday campaigns without chaos.

### Set a Clear Goal

Your goal defines the direction of your holiday messaging. Ask, “What do we want from the holiday season?”

- **Increase Sales.** A classic holiday objective. Shoppers are hunting for gifts, and the brand steps in with ready-made ideas and fast shipping.
- **Attract New Customers.** A strong offer and easy experience create a low-risk reason to try something new. A smooth onboarding flow or welcome discount nudges first-time buyers to jump in.
- **Build Loyalty.** The goal doesn’t have to be direct sales. A warm holiday message from the company strengthens the relationship and keeps your brand top of mind.

### Build Your Marketing Strategy

Your strategy acts as a filter for new ideas. If something doesn’t move you toward the goal or fit the plan, drop it and protect your resources.
Start by mapping out the timing and phases of your holiday campaign:
- **Launch.** Most brands in the U.S. kick off holiday messaging right after Thanksgiving. If you want a softer start, aim for early December. For early-bird shoppers, late November works even better.
- **Peak Activity.** U.S. shoppers are most active from Cyber Week through mid-December, with another spike right before shipping cutoffs. During this period, make sure your systems, logistics, and support teams can handle the volume.
- **January Follow-Up.** Decide when and how you’ll pull customers back into regular communication once the holiday rush ends.

For a cohesive campaign, all channels need to work together:

- **Email.** The main channel for richer messages: holiday greetings, curated product picks, AMP-based interactive elements, and personalized offers.
- **SMS and messaging apps.** Channels for quick, targeted touches. Ideal for urgent alerts and reminders (for example, sale deadlines or delivery status).
- **Push notifications.** Effective for short nudges, especially when you need to prompt action: “Sale ends today,” “One day left.”

For effective marketing management, account for each audience segment:

- New customers value clarity and simplicity. Clear benefits and quick wins work well, such as a promo code for a first purchase.
- Active subscribers are already engaged. Advent-style sequences, interactive campaigns, and other interest-driven emails fit this group.
- Inactive users can be brought back with emotional messaging and a small bonus on their next order.

### Check the Technical Details

High volume and heavy competition leave almost no room for quick fixes. A thorough technical check reduces the risk of last-minute issues:

- **Adaptiveness.** Over [**40%**](https://porchgroupmedia.com/blog/100-compelling-email-statistics-to-inform-your-strategy-in-2023/#Mobile-Email) of emails are opened on mobile. Test templates across screens and devices in advance so you don’t lose a large share of engagement.

- **Correct links and UTM tags.** Before launching the holiday campaign, check every button and link across all marketing channels. Broken URLs ruin both metrics and user experience.
- **List quality.** Sending to invalid or outdated addresses drags down engagement and hurts domain reputation. Run a subscriber list validation before sending.
- **Load speed.** Slow landing pages or product grids push customers away. Run a stress test: simulate high traffic and fix weak spots earlier.

### Automate Your Marketing Communication Flows

Full campaign sequences in modern marketing platforms can run without manual effort. For example, in [**Altcraft’s unified marketing hub**](https://altcraft.com/), once a flow is set up, the system automatically reacts to customer behavior and tracks performance — especially valuable during the busy holiday season.

Here’s what else Altcraft offers:

- **Unified customer view.** Data from all touchpoints is combined into a single customer profile, enabling detailed segmentation and high-level personalization.
- **Omnichannel ecosystem.** Boost your chances of grabbing attention with a coordinated multichannel approach. Email, SMS, messengers, and push notifications work together in sync.
- **Flexible automation rules.** Set specific conditions for when to send a message, which bonus to offer, or which trigger to activate. For example: if a customer views a product, they get a recommendation email; if they don’t open it in two days, they get an SMS reminder.
- **Real-time analytics.** Instantly see which channels and messages are performing best — and where you need to adjust.

## Conclusion

The holiday season is a great moment to show real care for your customers. When actions are planned in advance and arranged in a clear sequence, each step strengthens the next and builds trust in your brand.

CDP Altcraft unifies channels and automates processes, so your campaigns run smoothly and predictably. [**Schedule a demo**](https://altcraft.com/en/request) to see how the platform can support your business.

holiday-marketing-guide-blog.png

A selection of holiday campaign ideas and a checklist for your December emails. Plan your campaigns in advance and streamline communication through automation.

holiday-marketing-guide.png

How to prepare effective December email campaigns, which holiday workflows perform best, and how to automate your communications.

Holiday workflows and a checklist for December email campaigns

Holiday Marketing Guide: 5 Ready-Made Scenarios and a Checklist

<Video url="https://www.youtube.com/embed/wr0_a07PUjo?si=T-tA8RbT6aBkzjoO" />

This article breaks down what qualifies as someone else’s content and why the idea that “if it’s online, it’s free to use” is a dangerous myth.

## What Content Is Protected by Copyright

Any original text, photo, video, music, or illustration is automatically protected by [**copyright**](https://www.copyright.gov/what-is-copyright/) the moment it’s created — no registration or copyright notice is required. Under both U.S. and EU [**law**](https://www.copyright.gov/circs/circ01.pdf), using such material without the creator’s permission is illegal. Copyright gives the owner exclusive rights to reproduce, distribute, or display their work. Unless you have explicit permission, the absence of a “no use” notice does not mean you’re allowed to use it.

In the United States, violations can lead to civil penalties (such as statutory damages of up to $150,000 per work under the [U.S. Copyright Act](https://www.klemchuk.com/ideate/copyright-infringement-damages), 17 U.S.C. § 504) and, in severe cases, criminal charges for willful infringement. In the European Union, copyright protection follows similar principles under the [**EU Copyright Directive**](https://eur-lex.europa.eu/legal-content/EN-FR/TXT/?uri=CELEX%3A32019L0790) (2019/790), with liability for both individuals and companies that misuse protected materials.

<Note>
In copyright cases, U.S. law allows courts to award statutory damages ranging from $750 to $30,000 per work, and up to $150,000 per work for willful infringement, under 17 U.S.C. § 504(c). In the European Union, compensation is generally based on actual losses or the market value of a license, following Article 13 of Directive 2004/48/EC (the Enforcement Directive).
</Note>

A major [case](https://sifted.eu/articles/stability-ai-getty-copyright-infringement-news) currently before the courts shows how seriously copyright infringement is treated: in 2024, Getty Images sued Stability AI in the U.S. and U.K., alleging the company used millions of copyrighted photos to train its AI models without permission — with damages claimed at up to $1.8 billion.

Beyond financial risks, courts can order the removal of infringing content, destruction of illegal copies, and public acknowledgment of the violation. Even when a dispute ends with a warning or settlement, reputation loss can be severe: once the story of “borrowed” visuals spreads, trust and audience loyalty often take a lasting hit.

AI-generated content should be approached with the same level of caution as any other creative work — especially if it uses third-party data or clearly reproduces protected elements of an existing piece.

In both the United States and the European Union, ideas, concepts, and artistic “style” are not protected by copyright. What is protected are the specific expressive elements of a work — such as its composition, structure, choice of details, and other original creative features.
If AI output substantially reproduces those protected elements, it can qualify as an infringing derivative work, even if it was created algorithmically rather than copied by hand.

<Note>
So how can you create legal images with Stable Diffusion? We explain in detail [**here**](https://pixcraft.io/blog/stable-diffusion-how-to-deploy-an-ai-image-generator-on-your-computer). 
</Note>

## What Penalties Can You Face for Using Someone Else’s Content

Popular AI platforms state that users themselves are responsible for the lawful use of generated results. Midjourney, Stability AI, and OpenAI all specify in their terms of service that you are solely accountable for the data you upload and for ensuring that your outputs comply with copyright and other third-party rights.

Before using AI-generated materials commercially, make sure your prompts and results do not reference or reproduce protected brands, characters, or recognizable works.

 
<Img img="/uploads/penalties_dfa6cda72c.png" alt="penalties.png" />
 

## How to Check Content Before Publishing

Before posting, make sure the materials you use don’t infringe on copyright. Here are a few practical tips.

### Ask About the Source of Materials

If an employee or contractor provides you with an image, video, or text, ask who created it and where it came from. They should confirm that the content is either their own work or legally obtained.

### Use Reputable Stock Platforms

Paid services like Shutterstock, iStock, and Getty Images offer licensed content via subscriptions or one-time payments. Free platforms such as Unsplash, Pexels, and Pixabay often use CC0 or similar open licenses — though some may still require crediting the author or prohibit commercial use.

Always review the licensing terms carefully: a label like “Editorial Use Only” means the image cannot be used in ads or commercial products. If you’re unsure, it’s safer to buy an extended license or choose different content.

 
<Img img="/uploads/stock_platforms_2e1151c621.png" alt="stock-platforms.png" src="Offset-labeled images on shutterstock.com include almost all commercial usage rights (advertising, packaging, large print runs, TV, outdoor ads, etc.), but you’ll need to pay extra for them."/>
 
 
### Check the Permissions

Different types of content come with different licensing restrictions. For example, a font downloaded online may be free for personal use only, while a commercial license is required for business projects. The same applies to music in videos — some tracks are available under Creative Commons licenses but often require attribution or prohibit use in advertising.

**Pay attention to the type of Creative Commons license:**

- **CC BY** — may be used if you credit the author;
- **CC BY-SA** — may be used with attribution and under the same license;
- **CC BY-NC** — for non-commercial use only;
- **CC BY-ND** — you may not modify the work.

Sometimes you’ll see combinations of these labels — those must be considered as well.
 
### Run an Image or Text Search

It’s useful to perform an image search to make sure the picture wasn’t taken from someone else’s website without permission. For text, use plagiarism checkers to detect any copied material. Quotes are allowed only in limited amounts and must include proper attribution.

### Document Your Review

In your workflow, it helps to create a checklist or internal guide for content verification. For example, for each new image, record: source — specific stock platform; license — type (with a saved copy); plagiarism check — passed. For text: plagiarism — OK; citations — source list attached.

## What to Do If You Receive a Claim for Using Someone Else’s Content

**1. Remove the disputed content** from public access as soon as you learn about the claim. Even if you do not yet agree with the claim, it is better to remove the content while the issue is being reviewed.

**2. Analyze the essence of the claim**. Carefully examine what exactly you are being accused of. Which rights and which object are allegedly infringed? Sometimes people confuse copyright with trademark rights or with a person’s image rights — make sure you are actually accused of copyright infringement. Check who made the claim: the author, their representative, or an organization (for example, a photo bank or agency).

**3. Consult a lawyer**. If your company has an in-house lawyer, involve them immediately. If not — it makes sense to get at least one consultation with an intellectual property specialist. A lawyer can help assess whether the claim is justified — whether there was indeed an infringement or your case may fall under fair use. Sometimes claims are sent without valid grounds (for example, scammers who demand money without owning any rights).

**4. Try to settle the matter out of court**. In most cases, an out-of-court settlement is the best solution for a business. Court proceedings are long, expensive, and public. Therefore, if the rights holder is willing to discuss, find a compromise. Most often it comes down to money: discuss what compensation you could pay to resolve the issue.


## How to Avoid Problems with Third-Party Content

- **Conduct an audit**. Review the materials on your website, blogs, social media, and ad creatives — make sure nothing belonging to others slipped in without permission.
- **Assign someone responsible for content control**. The company should be clear about who ensures copyright compliance. This could be a lawyer, a content manager, the head of marketing, or a specifically trained employee.
- **Be careful with neural networks**. If you’re implementing AI tools in content marketing, set ethical and legal boundaries. For example, prohibit employees from generating images that copy the styles of famous artists or include others’ trademarks. Set up checks for AI content: run text through plagiarism detection and images through reverse image search. Keep up with AI law updates: new labeling requirements for AI content or restrictions on its use may appear soon.
- **Budget for legal content**. Companies often try to save on content and risk fines. It’s far better to budget for stock, fees, and licenses: a few hundred rubles for a photo is cheaper than a multi-thousand-ruble claim. Invest in lawful content — it’s part of your brand’s value.


## Checklist: What to Check

- **Source** — find out who the author is and where the material came from.
- **Documents** — is there a contract or license for its use?
- **License** — does it fit your purpose (commercial use, advertising, print run, territory, duration)?
- **Attribution** — is author credit required under the terms (for example, CC BY)?
- **Uniqueness check** — run the text through a plagiarism checker and images through reverse image search.
- **AI content** — make sure the prompt doesn’t include other people’s brands/styles and that the platform’s rules allow commercial use.
- **Details** — check music, fonts, memes, and GIFs: ensure there’s a license or they come from free libraries.

others-content.png

We’ll explain what counts as someone else’s content, how you can legally use materials from the web, and what the consequences of copyright infringement might be.

others-content-blog.png

About what counts as someone else’s content and how to work with online materials without risking fines.

Why You Can’t Use Other People’s Content from the Internet

Thousand-Dollar Fines for Using Others’ Content in Ads: How to Protect Yourself

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

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Updated over 1,500 templates, the open rate for transactional messages is ≈100%

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Insights, case studies, and deep dives into how modern marketing really works

Digital marketing terms explained in plain language — from A to Z

Calculators for A/B tests and ROI, UTM and QR code generators, and more

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

Blog

Glossary

Help Center

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