New marketing assistant available to SAS Customer Intelligence 360 users enables the use of generative AI models
Starting now, SAS marketing customers can enjoy the power of generative AI. SAS® Customer Intelligence 360 can now be integrated with generative AI providers to help optimize marketing planning, content creation, and journey-building initiatives.
Users can access generative AI capabilities across the entire customer engagement lifecycle, from marketing planning and audience creation to journey building, channel-specific creative creation, reporting and measurement.
In contrast to other vendors, SAS generative AI integrations are not tied to a single generative AI model vendor. SAS marketing customers have the flexibility to choose which templates they want to integrate and use. They can use their own generative AI provider, choose models from popular vendors like OpenAI, or open source models hosted in-house. Additionally, they can choose which resources to integrate and interact with, how to train and configure them, and how to present them to marketers – all through a custom integration framework.
“Generative AI is an exciting emerging capability that has naturally found its way into customer engagement marketing,” says Jonathan Moran, director of MarTech solutions marketing at SAS. “This technology, if used responsibly, allows marketing professionals to optimize time, resources and budgets in the area. The purpose of SAS Customer Intelligence 360 is precisely to increase the productivity and efficiency of marketing and advertising, therefore, it makes perfect sense to integrate generative AI into our solutions with responsible and reliable protections”.
Generative AI can help marketers create marketing plans and identify and create additional segments and audiences. Can generate suggested text for content such as email or other promotional or engagement pieces. For personalized targeting, it offers suggestions on which demographic, psychographic, behavioral, and geographic variables should be included in engagement activities. If the professional is not satisfied with the text or image guidelines or suggestions, he or she can edit them. Once created, approved and implemented, results can be measured and shared.
Core features for custom integration include:
- Integration, via the SAS connection system, with language model providers (LLM) to plan new campaign strategies.
- Application of natural language in creating target audiences.
- Accelerated content generation using custom templates and knowledge bases.
Generative AI as an element of responsible marketing
According to Gartner's recent research report, Predicting How Major Trends Will Shape Marketing's Future [Predictions on how key trends will shape the future of marketing], 70% of CMOs believe that responsibility for ethical AI in marketing will be among their top concerns by 2025. According to the same report, by 2027, 80% of enterprise marketers will have designated a role dedicated to content authenticity to combat misinformation and false materials.
“This data underscores the fact that using technologies like generative AI safely, accurately and honestly – to empower marketers – is a priority for organizations now and in the future,” says Moran. The development of SAS Customer Intelligence 360 is strictly aligned with the guidelines of the SAS Data Ethics Practice.
The strategy to insert generative AI technology into marketing environments, safely and responsibly, is based on the following pillars:
- Data privacy is a priority – Sensitive company and customer data is not shared with models.
- Human oversight – AI-generated content must always be reviewed and approved by humans.
- Creating interpretable and transparent results – An AI algorithm’s conclusions and recommendations should always be clear to marketers.
