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WHEN THERE IS A UNIFIED CUSTOMER PROFILE , GENAI MODELS CAN QUICKLY DETERMINE THE BEST WAY TO ENGAGE WITH EACH INDIVIDUAL AND PRODUCE RELEVANT CONTENT BASED UPON THEIR PAST PURCHASES AND CURRENT PREFERENCES – WHICH WILL ULTIMATELY HELP TO DRIVE LOYALTY AND SALES .

Personalise communications , at scale

It ’ s at this point that GenAI can start to have a real impact . In the past , a marketer may have spent weeks gathering the information they needed to activate promotional campaigns . This process may have required the assistance of data engineers to use code to draw relevant insights from a SQL database .

With GenAI , however , marketers can quickly do this for themselves . They can now ask questions using natural language and find out what their most valuable customers purchase most often , what form of content they are most likely to engage with and on which channel .

This is also enabling marketers to produce highly effective personalised campaigns , at scale . When there is a unified customer profile , GenAI models can quickly determine the best way to engage with each individual and produce relevant content based upon their past purchases and current preferences – which will ultimately help to drive loyalty and sales .

Delivering ‘ over the last mile ’

The customer communications produced by GenAI can be highly effective . But , before we get to this point , organisations need to put a data infrastructure in place that will allow these applications to access the information they need .

It ’ s the same as when we receive a parcel at the front door . We only ever see the delivery person who carried that parcel over the last mile . We don ’ t see the global logistical infrastructure that comes before that .

In a similar way , when it comes to AI investments , we can ’ t just look at ‘ the last mile ’. We need to think about the data foundation that is enabling GenAI to generate insights that can , ultimately , increase customer retention and revenue . �

32 Intelligent SME . tech