DIGITAL INTERACTIVE SERVICES

Unlocking the Potential of Generative AI for Enhanced Digital Campaign Performance

GenAI has made an emphatic presence and is being extensively deployed by businesses across sectors. The GenAI market which stood at $29 billion in 2022 is now worth $44.89 billion recording a CAGR of 54.7% between 2022 and 2024. And, the market is poised for a greater rise in the next few years with a forecast of a whopping $1.3 trillion by 2032.

What is GenAI?

GenAI is a powerful technology that can create content in the form of text, images, video, audio, etc., based on the patterns learned from existing data.

Gen AI leverages neural networks, deep learning and NLP (Natural Language Processing) to generate human-like content. The creative potential of GenAI is being leveraged in areas like content generation, innovative research, user personalisation, and more.

This technology can enhance existing workflows and has the power to transform different areas of a business.

Why is GenAI being adopted extensively across sectors?

GenAIunlocks a world of possibilities for businesses:

• It fuels creativity and innovation by empowering content creators, such as writers, musicians, etc., to explore new ideas and styles.
• For designers, it becomes a tool to rapidly generate design prototypes by enabling them to iterate and experiment with new concepts at a much faster pace.
• GenAI can automate repetitive tasks, such as drafting reports, generating code, or creating marketing materials, freeing human resources for more strategic work. It accelerates content production processes, enabling faster turnaround times for projects and tasks.
• The use of GenAI can help create custom content tailored to user preferences and behaviours, improving user engagement.
• Language barriers become less of an obstacle with AI-powered translation, making information and communication more accessible across different regions.
• By automating certain repetitive tasks, businesses can reduce the need for manual labour and minimise costs associated with content production, data analysis, etc.
• In research fields like drug discovery and climate science, GenAI can generate simulations and predictive models, offering insights at unprecedented speeds.
• GenAI-based virtual assistants and chatbots enhance user experiences by delivering human-like intuitive and responsive interactions.

Although GenAI is widely adopted in various business functions, one area where it is making huge strides is marketing! Data reveals that currently, 73% of marketing departments use it.

Role of GenAI in Digital Marketing Campaigns

GenAI can enhance digital campaign performance in different ways:

1. Creation of personalised content: GenAI algorithms analyse customer data based on which they can create content tailored to the specific needs of the user. Customised emails, social media posts, etc., can be generated to resonate with individual users.
2. Targeted campaigns: By analysing historical data, GenAI algorithms predict the audience segments more likely to engage with specific content. This allows marketers to target their campaigns more effectively. It can also optimise audience segments in real time, ensuring that campaigns reach the most relevant groups.
3. Automated testing: A/B testing can be automated with the help of GenAI tools. This speeds up the generation of multiple variations of ads and landing pages. The outcomes of these tests can be analysed rapidly to identify the most effective campaigns.
4. Real-time adjustments: Marketers can modify their existing campaigns in real time based on the performance data provided by GenAI tools.
5. Customer support: AI-powered chatbots handle customer queries, provide personalised recommendations and guide users through the sales funnel, enhancing the overall customer experience.
6. Sentiment analysis: GenAI algorithms analyse customer feedback and interactions to gauge customer sentiment. This enables marketers to build campaigns that resonate with their audience.
7. Trend analysis: By identifying emerging trends and analysing market dynamics, GenAI tools equip marketers with valuable insights that enable them to stay ahead of the curve and build effective strategies.
8. Innovation: GenAI fosters innovation by generating new ideas for campaigns, building creative strategies, and more.
9. Minimises costs: By automating repetitive tasks and streamlining content creation processes, GenAI reduces the time and cost associated with managing digital campaigns.
10. Scalability: GenAI tools help marketers to scale their efforts more easily, producing large volumes of content and managing multiple campaigns,

Conclusion

Integrating GenAI into digital campaigns drives enhancements in performance, efficiency and creativity. GenAI helps marketers to develop more effective and engaging marketing strategies.

How can Infosys BPM help?

Infosys offers digital interactive services that facilitate a process-centric approach to building effective marketing campaigns. Our solutions not only delight your customers but also provide scalable and flexible global delivery.