SAP Emarsys applies GenAI to marketing

SAP Australia Pty Ltd

By Dylan Bushell-Embling
Tuesday, 18 June, 2024

SAP Emarsys applies GenAI to marketing

Customer engagement platform provider SAP Emarsys Customer Engagement has announced the launch of new generative AI capabilities as part of its June 2024 product release.

The new capabilities include AI subject line, preheader and generators aimed at allowing customer engagement teams to generate unique, context-specific content within a user’s email editor.

Meanwhile, the AI product finder solution allows marketers to reduce the time it takes to find and insert specific products across their marketing campaigns from hours or days to seconds, while the upcoming AI segment generator will generate a human-readable description of existing segments to aid comprehension and improve searchability.

SAP Emarsys Regional VP of Revenue for APJ Silvana Tagand said AI adoption and innovation in the marketing sector is only set to continue as technologies improve and the pressure on marketers to scale personalised marketing campaigns increases.

“Responsible, relevant and reliable AI innovation has been a cornerstone of SAP Emarsys’ AI heritage for over a decade,” she said. “We are committed to being a data-driven platform that boosts marketer intelligence to ensure the brands we work with stay head of the competition. Continuing this tradition, we’re relentlessly expanding the capabilities of our time-saving solutions, empowering marketers to foster true loyalty and create winning customer experiences.”

The platform has also been augmented with new features including support for WhatsApp conversational messaging, LinkedIn Ads integration and the introduction of a unified dashboard providing a cross-account view of key metrics such as engagement levels and revenues.

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