Seamless Integration Meets Infinite Potential
SAS has taken a monumental leap by intertwining the prowess of generative AI with their SAS® Customer Intelligence 360. This fusion is aimed to facilitate and redefine the realms of marketing planning, content creation, and journey design.
The brilliance of this integration lies in its ability to span the entire customer engagement life cycle, from crafting marketing strategies and sculpting audiences to designing journeys and crafting channel-specific creatives, culminating in thorough reporting and assessment.
Unparalleled Flexibility
What sets SAS apart from its competitors is the unprecedented freedom it offers. Marketing professionals working with SAS aren’t confined to a single generative AI model provider. They are bestowed the liberty to integrate their preferred generative AI models, be it from renowned vendors like OpenAI, their privately hosted open-source models, or even their in-house generative AI provider. The cherry on the cake? A bespoke integration framework that lets customers choose how they interact, train, configure, and introduce these capabilities to their marketing teams.
Jonathan Moran, the Head of Martech Solutions Marketing at SAS, voiced his enthusiasm, stating, “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.”
Revolutionizing Marketing Strategies
Generative AI is poised to play a pivotal role in redefining how marketers ideate and execute their plans. From tailoring marketing strategies to pinpointing additional audience segments, and even suggesting refined content for promotional activities, the capabilities are vast. Marketers also retain the authority to modify AI-generated suggestions, ensuring that the final output aligns perfectly with their vision.
Core integration features encompass:
- Revolutionary brainstorming through the SAS connector framework integration with large language model providers.
- Leveraging natural language for precise audience targeting.
- Swift content creation bolstered by custom models and databases.
Promoting Ethical AI Use in Marketing
A recent Gartner research underscores the surge in ethical AI accountability concerns among enterprise CMOs, predicting that by 2025, 70% of them will consider it a prime concern. Another striking revelation from the same report is that by 2027, 80% of enterprise marketers will establish a dedicated unit to ensure content authenticity.
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Moran added, “These data points emphasize the fact that using technologies such as generative AI with safety, accuracy, and honesty in mind – to empower marketers is top of mind for organizations now and into the future.”
Guided by the SAS Data Ethics practice, SAS Customer Intelligence 360 envisions:
- Safeguarding data privacy, ensuring no sensitive data is shared with models.
- Mandating human review and approval for AI-generated content.
- Ensuring absolute clarity for marketers about AI algorithms’ processes and recommendations.
Learn more about SAS MarTech solutions.
About SAS
A beacon in the realm of AI and analytics software, SAS stands tall as a global frontrunner. With a commitment to transforming data into timely, trusted decisions, SAS endows organizations with THE POWER TO KNOW®.
