New marketing assistant available to SAS Customer Intelligence 360 users enables use of generative AI models.
SAS’ marketing customers can now enjoy the power of generative AI. SAS Customer Intelligence 360 can now be integrated with generative AI providers for assistance in streamlining marketing planning, content creation, and journey design activities. Customers can use generative AI capabilities for the whole customer engagement life cycle, from marketing planning and audience creation to journey design, creating channel-specific creative, through reporting and measurement.
Unlike many other vendors, SAS’ generative AI integrations are not tied to one generative AI model provider. SAS’ marketing customers enjoy the flexibility to choose which generative AI models they integrate and use. Customers can bring their own generative AI provider, choose models from popular AI vendors such as OpenAI, or elect to use open source, privately hosted models. Additionally, customers can choose which capabilities to integrate and interact with, how they are trained and configured, and how they are introduced to marketing users – all via a custom integration framework.
“Generative AI is an exciting emerging capability that has naturally made its way into customer engagement marketing. Using this technology in a responsible manner empowers marketers to optimize time, resources, and marketing budgets. Gaining marketing and advertising efficiencies and effectiveness is what SAS Customer Intelligence 360 is all about, so it makes great sense to integrate generative AI with our solutions with responsible, trustworthy guardrails in place,” said Jonathan Moran, Head of Martech Solutions Marketing, SAS.
Generative AI can help marketers create marketing plans, and identify and create additional segments and audiences to target. It can generate suggested text for content such as email or other promotional or engagement copy. For personalized targeting, it can provide suggestions around which demographic, psychographic, behavior, and geographic variables to include in engagement activities. SAS Customer Intelligence 360 development is tightly aligned with guidance from the SAS Data Ethics practice.
