In various places in the system, you will see the term Confidence.
In Motiva Message Testing AI, the confidence value for an email option is the probability that the option is the best performing email in terms of the optimizer criterion selected (opens vs. clicks.) Over time, we generally expect to see confidence for a particular email option gradually increase as evidence builds that it is the best performing option.
In some cases, confidence in the current best option may decrease as underlying conditions change. Motiva will adapt accordingly during the course of the campaign and commit to the best option only as long as the best email confidence exceeds the confidence threshold.