From 2017 to 2018, the number of people using the Google Assistant skyrocketed around the world. But few truly understood how AI could change the way they live their lives. To help them realize this, we built a global CRM program that was as smart as the AI platform. Our dynamic, geo-targeted newsletters inform users how they can get the most out of their Google Assistant. And with a better understanding came an increase in open rates, product usage, and even adoption of new features. The power of information inspired users to put their smart assistant to work and change their day-to-day lives in a meaningful way.