Enhanced SAS Customer Intelligence 360 accelerates value from
generative AI
CANNES,
France, June 17, 2024 /PRNewswire/ -- SAS, a
global leader in data and AI, is adding new generative
AI (GenAI) capabilities to its MarTech solution SAS Customer
Intelligence 360.
With GenAI, marketers can better plan
campaigns, improve audience selection and generate more relevant
content.
In a new integration with Amazon Bedrock from Amazon Web
Services (AWS), these capabilities help organizations transform
data into business insights that enhance business operations to
elevate the customer experience.
New GenAI capabilities for SAS® Customer
Intelligence 360
SAS Customer Intelligence 360 already
offers GenAI assistance to marketers and advertisers for
streamlining marketing planning, journey design, content generation
and creative development.
The solution's new capabilities, leveraging Amazon Bedrock,
include:
- Better campaigns through precise audience
recommendations – With this new capability, marketers can
create audiences and pair them with precise, personalized messages
and offers. Campaign teams can use simple text to describe the
people they want to reach, and the software will use natural
language prompts in the description to recommend and refine each
audience.
- An intelligent self-service assistant – SAS
Customer Intelligence 360's new audience copilot provides a guided
GenAI-powered chat experience that uses natural language generation
to better interpret audience data. With the copilot, marketers
and advertisers can more easily select the right data source,
create a schedule, specify the lifecycle of the data, and
ultimately improve campaigns by better understanding their included
audiences. This leads to improved targeting and personalization,
ensuring the right people receive the best message or offer for
them.
- Enhanced emails for improved response – Marketers
continue to rely on email to reach new and existing customers. As
people deal with an increasing deluge of messages, getting
customers to open an email and peruse the offer is an obstacle. SAS
Customer Intelligence 360's new generative AI-powered service
suggests email subject lines that are compelling and effective. And
marketers can test and compare subject lines to choose the best
performers.
"With GenAI, marketers can better plan campaigns, improve
audience selection, generate more relevant content, and make better
business decisions that elevate customer experiences," said
Jennifer Chase, Chief Marketing
Officer at SAS. "The new GenAI enhancements to SAS Customer
Intelligence 360 – powered by our strong collaboration with AWS and
the use of Amazon Bedrock technology – will make it easier for
marketing and advertising pros to use GenAI effectively. And these
new capabilities add to SAS' continued effort to help organizations
apply AI responsibly and equitably while keeping humans in the
loop."
SAS and Amazon Bedrock
The new GenAI capabilities
in Customer Intelligence 360 take advantage of Amazon Bedrock,
a fully managed service from AWS that helps customers build and
scale GenAI applications with foundation models. With SAS Customer
Intelligence 360 and Amazon Bedrock, marketers don't have to worry
about underlying AI models and can focus on quickly and easily
leveraging GenAI capabilities instead. For example, new email
subject-line tools in SAS Customer Intelligence 360 offer
content-generation features that can recommend language, adjust for
tone and offer translations.
With SAS' solutions hosted globally, users can call on
analytical models from around the world with ease. In addition to
SAS' responsible engagement capabilities, customers can also
benefit from customized safeguards in Guardrails for Amazon Bedrock
that support responsible GenAI applications. Guardrails help bring
a consistent level of AI safety across user applications with
filters for potentially harmful or biased content.
"Campaign planning is a top use case for generative AI, which
underscores the importance of model choice when creating tools to
support various marketing activities," said Craig Miller, Global Advertising and Marketing
Solutions Portfolio Lead at AWS. "By leveraging Amazon Bedrock for
its Customer Intelligence 360 solution, SAS is providing access to
the latest generative AI-powered tools for marketers across the
globe. Additionally, SAS' early adoption of Guardrails for Amazon
Bedrock will help ensure that its customers continue to develop
valuable, personalized and trustworthy customer experiences
responsibly."
The collaboration between SAS and AWS, the world's most broadly
adopted cloud provider, empowers brands with technology and
flexibility that put data and AI to work to deliver insights that
improve lives.
Today's announcement came at the Cannes Lions International
Festival of Creativity in Cannes,
France. SAS remains steadfast in its commitment to
innovation, a hallmark of creativity.
About SAS
SAS is a global leader in data and AI. With
SAS software and industry-specific solutions, organizations
transform data into trusted decisions. SAS gives you THE POWER TO
KNOW®.
SAS and all other SAS Institute Inc. product or service names
are registered trademarks or trademarks of SAS Institute Inc. in
the USA and other countries. ®
indicates USA registration. Other
brand and product names are trademarks of their respective
companies. Copyright © 2024 SAS Institute Inc. All rights
reserved.
Editorial Contact:
Mike
Nemecek
SAS
mike.nemecek@sas.com
+1 919-531-5140
sas.com/news
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SOURCE SAS