Platform architecture · Confidential

Fibr AI × American Express

Personalization · Experimentation · Agentic experience · LLM optimization

SOC 2 Type IIISO 27001
HIPAAGDPR · CCPA

Traffic ingress — all channels Fibr personalizes across

Google Paid Search (SA360) Google Organic · Meta (Facebook / Instagram) YouTube Reddit Ads CTV (ACR-enabled) DV360 / Programmatic · Affiliate (Credit Karma · TPG · Experian) · Email / Salesforce Marketing Cloud Direct · AI Agents & LLMs ↗ AI Concierge / Bots

Amex ecosystem

Paid media stack

Search Ads 360 (SA360)

Google paid search · campaign / keyword / ad group IDs

Meta Ads Manager

Facebook + Instagram · acquisition campaigns

DV360 / Programmatic

Display & video · audience-targeted inventory

YouTube + CTV

Video + connected TV · ACR audience matching

Reddit Ads

Intent-rich upper funnel · card comparison queries

Affiliate network

Credit Karma · The Points Guy · Experian

Salesforce Marketing Cloud

Email CRM · triggered comms · re-engagement

Data & intelligence

Amex proprietary ML / AI platform

Deployed 2025 · personalized offers + digital concierge

First-party transaction data

34M US card members · closed-loop spend data

Credit bureau signals

TransUnion · Equifax · pre-approval · KPI score

Acxiom / Immerse

3rd-party identity enrichment · audience expansion

Amex Offers engine

$15B spend (2024) · intent + propensity signals

Amex Ads platform

Commerce media · contextual targeting · online/offline ROAS

Content & CMS

Adobe AEM

Confirmed CMS · content authoring · experience fragments · DAM

Compliance-approved creative library

Rich McGowan's team · pre-cleared variants · prohibited terms

Analytics & experience

Adobe Analytics

Web + campaign tracking · AMCV / AMCVS · PZN ID attribution

Contentsquare / Hotjar

Session replay · heatmaps · journey analytics · friction detection

Identity & delivery

Akamai CDN

Delivery layer · CSP whitelisting · server-side rendering

Authenticated member session

Card member login · blueboxpublic cookie exclusion logic

OneTrust / Consent

Privacy · CCPA · consent signal orchestration

Cookieless identity

Unified ID 2.0 / LiveRamp · non-logged-in continuity

⚿ Trapped data → Fibr unlocks

AEM change log

Every content change, timestamped — never mapped to outcomes

Past experiment archive

Years of A/B results sitting dormant — Bayesian priors waiting

Adobe Analytics history

Behavioral data captured but never connected to content decisions

LLM attribution gap

~4% of acquisitions from AI channels — only 0.5% tracked today

Fibr AI platform

POC live · June 2026
Personalization engine Phase 1 active

Reads URL, keyword, location, affiliate source, and repeat-visit signals — no data integration needed today. Phase 2 connects CDP, ML models, and bureau KPI scores for the logged-in and intent-based track.

Paid media stack Data & intelligence Identity & delivery
Experimentation engine + MAB Phase 1 active

Moves past plain-vanilla A/B — segmented tests, MAB for thin-traffic cohorts (affiliate, LLM-referred, geo), and Bayesian prior loading from past experiment archive. CMS change-log baseline is the day-zero unlock.

Content & CMS Analytics Trapped data ↓
Agentic + LLM optimization Phase 3 roadmap

CDN-layer LLM detection + server-side content routing. Synthetic MAB for AI-referred traffic. Structures amex.com as a machine-readable, personalized surface — the web discovery layer Amex's own ACE framework depends on.

Identity & Akamai CDN Content & CMS Trapped data ↓
⟳ Powers Amex ACE web discovery layer (April 2026 developer kit)
Live learning loop
POC signals feed Fibr model in real time
Every variant creates signal — model compounds
POC data becomes Phase 2 prior baseline
More channels → richer cross-signal intelligence
Trapped data unlocked
AEM change log → content-to-outcome model
A/B archive → Bayesian priors, skip warmup
Analytics history → behavioral baseline, day zero
LLM gap → closed via CDN fingerprinting

↑ click a layer to see context, use cases, and workflows below

Outputs

Adobe Analytics

Experiment events · cohort IDs synced · attribution

Contentsquare / Hotjar

Segment-level heatmaps · personalization impact

Amex Ads measurement

Landing-to-conversion attribution · online/offline ROAS

LLM citability report

Agent traffic reads · citation pickup · zero-click coverage

Conversion data

Card applications · offer activations · affiliate attribution

Deep segmentation intelligence

What works for whom, on which page, from which channel

Workflows automated

Creative generationAI produces variants within compliance guardrails — no manual brief cycle
Keyword → experience mappingSA360 campaign → page variant, self-maintaining as campaigns change
A/B + MAB lifecycleSetup, exposure, stat-sig, winner declaration — no analyst required
Compliance pre-filteringVariants generated within approved guardrails — fewer review rounds
Audience segmentationBehavioral segments built from live traffic — no manual tagging
Agent traffic routingLLM / bot classification and content serving at CDN — fully automated
Analytics data joinsExperiment cohorts synced to Adobe Analytics — no manual matching

Currently in POC (June 2026)

Platinum PDP · Gold PDP · Blue Cash Everyday · Blue Cash Preferred · 4 category pages (Travel, No Annual Fee, Gas, Zero APR)

Signals active now

Search keyword · Location (NY, LA, Chicago, Dallas, Miami) · Affiliate source · Repeat visitor · MAB · Mobile-first (65–70% traffic)

Full platform potential

All card products · AmexTravel.com · Logged-in member portal · Amex Ads loop · International markets · ACE agentic surface

Card products in scope

Platinum · Gold · Blue Cash Everyday · Blue Cash Preferred · 2MCLP Cash Back · 3MCLP Featured Cards · Category pages