How to use natural language (NLP) to create customer segments in Real-time Marketing?

Agnieszka Tomczyszyn by Agnieszka Tomczyszyn on August 30, 2023

As is well known, the flexibility of segmentation and the ability to group audiences based on shared demographic characteristics, sales data, or past behavior allow marketers to send optimally tailored communications to their customers. This isn’t always easy, especially when data is scattered or the structure of sales data isn’t entirely clear.

Microsoft introduced the functionality of creating queries using natural language some time ago, but the natural language feature for segments still only supports queries in the English language

The function of Natural Language Query (NLQ) understanding for segment creation is a useful convenience for individuals who may not necessarily enjoy clicking through query conditions and attributes. The ability to build queries in simple words, just like describing a person in everyday life, makes the process of segment creation enjoyable and entirely non-technical.

How does it work?

The Query Assist Copilot can be used right at the first step of creating a new segment, describing with your own words the characteristics that the recipient should have, in this example:

“People who attended the Contoso Coffee tasting event and recently opened an email.”

Next, the assistant displays the query that was entered on the right side, along with a suggestion for a ready-to-use query. Of course, at this stage, you can further refine your query, use the suggestion, or resign of assistant help and create the segment manually.

However, if you choose the assistant’s aid, you will receive a ready segment definition based on your assumptions, including setting up the relationship to registration for the event specified in the query. Naturally, you can continue to refine the segment creation guidelines, by entering additional searches in the assistant’s window or displaying more suggestions.

Every time you use a suggestion to describe your segment, the result will always be added as a new group at the bottom of the creator.


Integration of Natural Language Processing revolutionizes the way marketers create segments, enabling them to leverage the power of AI for more effective customer engagement. By simplifying the segment creation process, NLP empowers marketers to deliver targeted, personalized content that resonates with their audience, ultimately leading to higher conversion rates and stronger customer relationships. As technology continues to evolve, harnessing AI-driven solutions like NLP will undoubtedly be a cornerstone of successful marketing strategies.

As we can see, Microsoft is not one to be left out of the conversation.