SAS EXPLORE — SAS marketing buyers can now take advantage of the power of generative AI. SAS Customer Intelligence 360 is now compatible with generative AI providers to help with marketing planning, content creation, and journey design.
Customers can use generative AI capabilities throughout the entire customer engagement life cycle, from marketing planning and audience creation to journey design, channel specific creative, reporting, and measurement.
“New marketing assistant available to SAS Customer Intelligence 360 users enables use of generative AI models”
SAS’ generative AI integrations are not tied to a single generative AI model provider, unlike many other vendors. SAS marketing customers appreciate the freedom to choose which generative AI models to integrate and use. Customers have the option of bringing their own generative AI provider, selecting models from popular AI vendors such as OpenAI, or using open source, privately hosted models. Customers can also select which capabilities to integrate and interact with, how they are trained and configured, and how they are introduced to marketing users, all through a custom integration framework.
“Generative AI is an exciting emerging capability that has naturally made its way into customer engagement marketing,” said SAS’s Head of Martech Solutions Marketing, Jonathan Moran. “When used responsibly, this technology enables marketers to optimise time, resources, and marketing budgets.” SAS Customer Intelligence 360 is all about increasing marketing and advertising efficiencies and effectiveness, so integrating generative AI with our solutions with responsible, trustworthy guardrails in place makes perfect sense.”
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Generative AI can assist marketers in developing marketing plans as well as identifying and creating new segments and audiences to target. It can suggest text for content like emails or other promotional or engagement copy. It can make recommendations about which demographic, psychographic, behavioural, and geographic variables to include in engagement activities for personalised targeting. If the marketer is unhappy with the text or image guidelines or suggestions, the marketer has the authority to change this information. Results can be measured, reported on, and democratised throughout the organisation once they have been created, approved, and activated.
Core custom integration capabilities include:
- Integration via the SAS connector framework to large language model (LLM) providers to brainstorm novel campaign strategies.
- Applying natural language to build audiences for targeting.
- Accelerating content generation using custom models and knowledge bases.
Generative AI as a component of responsible marketing
According to a recent Gartner research report, Predicting How Major Trends Will Shape Marketing’s Future, 70% of enterprise CMOs will prioritise accountability for ethical AI in marketing by 2025. According to the same report, by 2027, 80% of enterprise marketers will have a dedicated content authenticity function in place to combat misinformation and fake content.
“These data points highlight the fact that using technologies such as generative AI to empower marketers – with safety, accuracy, and honesty in mind – is top of mind for organisations now and in the future,” Moran added.
SAS Customer Intelligence 360 development is closely aligned with SAS Data Ethics practise guidance.
The following are the pillars of the strategy for introducing generative AI technology into marketing environments in a safe and responsible manner:
- Prioritising data privacy, no sensitive company or customer data is shared with the models.
- Maintaining human oversight – Humans should always review and approve AI-generated content.
- Producing interpretable and transparent output – marketers should always be able to see how an AI algorithm reached its conclusions and recommendations.
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