Marketing Co-pilot with Generative AI

The world is witnessing endless possibilities using Generative AI. Sora is the newest offering from OpenAI, creating a buzz with its Text-to-video generation.

An ability to create prompt-based contextual and targeted Videos is a perfect scenario for Marketers. Short-form videos are the most leveraged media format in Marketers’ content strategies. Videos can capture attention more effectively than static text and images, besides being more appealing and memorable.

This article takes a broader perspective of Generative AI as a Marketers’ Assistant and Co-pilot. Marketers can leverage Generative AI for accurate targeting, hyper-personalize Customer experiences, and achieve better ROI for the Enterprise.

Traditionally, the use of Customer Data Platforms for Segmentation and Marketing actions relies on Machine Learning and Human experience-based prediction. Augmenting Generative AI enables Marketers with new possibilities for higher efficacy and efficiency in Marketing Campaigns and enhanced creativity in personalizing Customer Experience (CX).

Further, MarTech teams can automate the entire Content generation supply chain workflow, greatly enhancing agility, maximizing impact, and reacting quickly to current events, making the brand appear more relevant and connected.

The infographic below provides a viewpoint on the use of Generative AI as a Marketing Co-pilot along with the capabilities of existing Customer Data Platforms in the Enterprise. GenAI augments existing CDP capabilities, enhancing Content generation and personalization at scale while infusing creativity limited only by Human imagination.

Solution View:

The below solution depicts use of in-built features of CDP augmented with Generative AI capabilities assisting in Segment Identification and Customer attribute enrichment further realizing accurate targeting and hyper-personalization.

Below is a sample scenario for an Airline / Travel Solutions provider personalizing Customer experiences for select Traveler segment. The Workflow is triggered on event of arrival of preferred HNI customer at the destination. The Workflow constructs prompt, based on Profile attributes, an Event occurrence and transaction attributes such as:

Language preferences, message tone, previous and overall travel experience sentiments, destination attributes, travel preferences etc.

Sample GenAI Video 1:

Mr Brown from New York on Business Trip to Paris accompanied by Mrs. Brown. Workflow generates contextual GenAI video, overlays personalized Text generated by GenAI and sends Video message.

Sample GenAI Video 2:

Mr & Mrs Wang from Shanghai on vacation to Paris. Workflow generates contextual GenAI video, translated based on language preferences, overlays personalized Text generated by GenAI and sends Video message on arrival to Paris. Additional up-sell and cross-sell opportunities can be realized based on known data attributes and matching Partner offers from CDP.

Note: Both Videos are generated using RunwayML Text to Video generation. The possible solution stack includes IBM IBM watsonx , Adobe Adobe Experience Platform (RT-CDP), Adobe Photoshop APIs, Campaign, Customer Journey.

Summary:

While CDPs serve as a centralized hub for customer data, offering a unified, real-time view of customer interactions across multiple touchpoints; Generative AI takes this a step further by enabling enhanced data segmentation, dynamic personalized content creation at scale, leading to more targeted and relevant marketing campaigns & significant improvement in ROI and customer engagement.