Gen AI revolution: Transforming marketing efficiency

The gen AI revolution is transforming marketing campaigns by integrating cutting-edge generative artificial intelligence technology. This new tech is helping to reduce heavy workloads.

As a result, gen AI offers a competitive advantage because it improves marketers’ experience and accelerates the time to market, according to Jenn Chase (pictured), chief marketing officer of SAS Institute Inc.

“We have to be thinking about technology as an enabler for customer experience, and that’s really how we look at generative AI,” Chase said. “One use case we’ve got in practice right now is how do we create promotional assets from an original piece of content, whether that’s a webinar or maybe it’s a long-form white paper, all of the derivative assets you want to create to promote that. Can we do that faster with generative AI? We think that’s a real solid opportunity for us.”

Chase spoke with theCUBE Research’s executive analyst John Furrier and chief analyst Dave Vellante at SAS Innovate, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how the gen AI revolution is set to revamp the marketing field. (* Disclosure below.)

SAS Institute’s Jenn Chase talks with theCUBE about the gen AI revolution in marketing at SAS Innovate 2024.

CMOs should embrace the gen AI revolution

In the current day and age, CMOs ought to have a vision on how they will embrace the gen AI revolution because it scales smart solutions, according to Chase. As a result, it acts as a stepping stone toward creative marketing and enhanced customer satisfaction rates.

“As marketers start to apply generative AI in market mix modeling, one of the enduring qualities of generative AI is going to be how we engage with software and that it’s done more in a prompt-based way,” Chase explained. “How is it going to improve customer experience? I don’t think we’re having that conversation enough about generative AI. Everything is about how do you make content faster?”

Based on the fear that AI will take away people’s jobs, looking at the other side of the coin is important since this technological innovation augments human capacity, according to Chase. This will be the case in marketing, because mundane tasks will be eliminated.

“IDC published a report that said in the next two years, they expect 30% of mundane marketing tasks to be automated through generative AI,” Chase said. “That is going to allow us to elevate and provide even more higher value back into the organization because we’re not doing mundane tasks. At the same time, two out of three marketers are concerned about their jobs and whether or not AI will take their jobs.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of SAS Innovate:

(* Disclosure: SAS Institute Inc. sponsored this segment of theCUBE. Neither SAS nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE