SAS embraces generative AI for advertising and marketing | MarTech | Digital Noch

SAS embraces generative AI for advertising and marketing | MarTech | Digital Noch

Main analytics and information administration supplier SAS will combine generative AI capabilities with its Buyer Intelligence 360 advertising and marketing answer. Clients will have the ability to select which generative AI suppliers to combine into their SAS occasion, together with in style fashions like ChatGPT, open supply fashions and their very own proprietary fashions.

Entrepreneurs will have the ability to use these capabilities to create advertising and marketing plans and construct viewers segments in addition to generate personalised textual content content material.

Particular capabilities. On the SAS Discover convention this week, the next core capabilities had been introduced:

  • Integration through the SAS connector framework to giant language mannequin (LLM) suppliers.
  • The flexibility to make use of pure language processing capabilities to determine related viewers segments.
  • Fast content material era utilizing a mixture of LLMs and inside information units.

Dig deeper: The rise of generative AI:  A marketer’s information to textual and visible AI content material

Use sensible guardrails. SAS, like different main distributors, is emphasizing the significance of security and duty to mitigate dangers concerned in generative AI use.

“SAS Buyer Intelligence product improvement,” he mentioned, “is tightly aligned to steerage from the SAS Information Ethics observe,” mentioned director of digital advertising and marketing options Mark Chaves, chatting with media and analysts. He laid out a framework for governance:

“Prioritising information privateness. No sharing of firm or buyer information with the fashions.

“Sustaining human oversight. AI-generated content material ought to at all times be reviewed and accredited by people.

“Creating interpretable and clear output. It ought to at all times be clear to entrepreneurs how an AI algorithm arrived at its conclusions and suggestions.”

Mark Chaves, SAS

Why we care. Advertising Options is just one a part of SAS Institute’s large analytics and information observe that serves many features inside the enterprise. Relating to introducing genAI for entrepreneurs, it’s no shock SAS can be emphasizing the significance of guardrails — particularly the third of the three pillars Chaves laid out above. Entrepreneurs in tightly regulated areas like finance must be assured that AI suggestions usually are not solely sound but additionally attainable to explicate.

The human-in-the-loop advice is smart, in fact, nevertheless it stays to be seen how that may scale to handle content material that may be generated in big quantity and at mind-warping pace.

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