Marketing: SAS Unleashes the Power of Generative AI in its Martech Platform!

SAS Customer Intelligence 360 Integrates with Generative AI for Streamlined Marketing Activities

SAS Customer Intelligence 360, a martech platform, now offers integration with generative AI providers to assist in streamlining marketing planning, content creation, and journey design activities. This integration allows customers to leverage generative AI capabilities throughout the entire customer engagement life cycle, from marketing planning and audience creation to journey design, channel-specific creative development, reporting, and measurement.

Unlike many other vendors, SAS’ generative AI integrations are not limited to a single provider. Customers have the flexibility to choose which generative AI models they integrate and use. They can bring their own generative AI provider, select models from popular AI vendors like OpenAI, or opt for open-source, privately hosted models. Additionally, customers can choose the specific capabilities they want to integrate and interact with, how they are trained and configured, and how they are introduced to marketing users through a custom integration framework.

Generative AI offers various benefits to marketers, including the ability to create marketing plans, identify and create additional target segments and audiences, and generate suggested text for content such as emails or promotional copy. It can also provide suggestions for personalized targeting based on demographic, psychographic, behavioral, and geographic variables. Marketers have the power to edit and customize the AI-generated content as needed. Once created, approved, and activated, the results can be measured, reported on, and shared throughout the organization.

The core custom integration capabilities of SAS Customer Intelligence 360 include:

  • Integration via the SAS connector framework with 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.

Responsible use of generative AI is a key consideration for marketers. According to a Gartner research report, 70% of enterprise CMOs will prioritize accountability for ethical AI in marketing by 2025. Additionally, by 2027, 80% of enterprise marketers will establish a dedicated content authenticity function to combat misinformation and fake material. SAS Customer Intelligence 360 development aligns closely with guidance from the SAS Data Ethics practice.

The pillars of the strategy for safely and responsibly introducing generative AI technology into marketing environments include:

  • Prioritizing data privacy by not sharing sensitive company and customer data with the AI models.
  • Maintaining human oversight, ensuring that AI-generated content is always reviewed and approved by humans.
  • Creating interpretable and transparent output, making it clear to marketers how the AI algorithm arrived at its conclusions and recommendations.

By integrating generative AI with responsible and trustworthy guardrails, SAS Customer Intelligence 360 empowers marketers to optimize time, resources, and marketing budgets, ultimately improving marketing and advertising efficiencies and effectiveness.