SAS partners with AWS to enhance its marketing platform with GenAI, providing personalized content and improving campaign planning.

Analytics company SAS has partnered with Amazon Web Services to incorporate GenAI features into its marketing technology platform, SAS Customer Intelligence 360. By leveraging Amazon Bedrock, SAS aims to offer advanced GenAI capabilities that improve the customer experience.

One major challenge marketers face is effectively utilizing vast amounts of data. GenAI addresses this by enabling users to gather actionable business insights, making data analysis more efficient. Additionally, GenAI helps create personalized messages and offers, ensuring content is relevant to specific audience segments.

The benefits of these GenAI enhancements are substantial. A self-service assistant and email subject line suggestions elevate customer interactions and engagement. Improved tools for campaign planning and audience targeting lead to better, faster marketing decisions. The collaboration with AWS ensures that marketers worldwide have access to the latest GenAI tools.

Jennifer Chase, SAS’s chief marketing officer, highlights how these features help marketers plan campaigns, improve audience selection, and generate more relevant content. Craig Miller from AWS emphasizes the importance of model choice in creating effective marketing tools, underscoring the significance of this collaboration for marketers globally.