Adding variants is the easy part. The process underneath them is not. When I was back internal building marketing infrastructure, we got really good at the main business, but there were side business units begging for help. Everybody wanted them to grow, but it was only about 5% of the business, and the same people couldn't just apply the same effort to a completely separate unit.
If I were doing it now: "I'd be super confident that we get the process figured out first and then just add these variants basically." Segments do the heavy lifting: "that's where you start to get help 90% of the process taken care of by AI, 10% from the human." The 10% is judgment on things like industry and persona: "If you let AI take care of that, it's probably not going to do well out of the gate differentiating between those two."
Process first, then variants.
The next step