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New SAS GenAI tools for marketers leverage Amazon Bedrock

SAS

SAS, a global leader in data and AI, is adding new generative AI (GenAI) capabilities to its MarTech solution SAS Customer Intelligence 360.

In a new integration with Amazon Bedrock from Amazon Web Services (AWS), these capabilities help organizations transform data into business insights that enhance business operations to elevate the customer experience.

New GenAI capabilities for SAS® Customer Intelligence 360

SAS Customer Intelligence 360 already offers GenAI assistance to marketers and advertisers for streamlining marketing planning, journey design, content generation and creative development.

The solution’s new capabilities, leveraging Amazon Bedrock, include:

“With GenAI, marketers can better plan campaigns, improve audience selection, generate more relevant content, and make better business decisions that elevate customer experiences,” said Jennifer Chase, Chief Marketing Officer at SAS. “The new GenAI enhancements to SAS Customer Intelligence 360 – powered by our strong collaboration with AWS and the use of Amazon Bedrock technology – will make it easier for marketing and advertising pros to use GenAI effectively. And these new capabilities add to SAS’ continued effort to help organizations apply AI responsibly and equitably while keeping humans in the loop.”

Also Read: Mavenir Partners with NVIDIA and Amazon Web Services to Deliver Generative AI Collaborative Driving to Communications Service Providers

SAS and Amazon Bedrock

The new GenAI capabilities in Customer Intelligence 360 take advantage of Amazon Bedrock, a fully managed service from AWS that helps customers build and scale GenAI applications with foundation models. With SAS Customer Intelligence 360 and Amazon Bedrock, marketers don’t have to worry about underlying AI models and can focus on quickly and easily leveraging GenAI capabilities instead. For example, new email subject-line tools in SAS Customer Intelligence 360 offer content-generation features that can recommend language, adjust for tone and offer translations.

With SAS’ solutions hosted globally, users can call on analytical models from around the world with ease. In addition to SAS’ responsible engagement capabilities, customers can also benefit from customized safeguards in Guardrails for Amazon Bedrock that support responsible GenAI applications. Guardrails help bring a consistent level of AI safety across user applications with filters for potentially harmful or biased content.

“Campaign planning is a top use case for generative AI, which underscores the importance of model choice when creating tools to support various marketing activities,” said Craig Miller, Global Advertising and Marketing Solutions Portfolio Lead at AWS. “By leveraging Amazon Bedrock for its Customer Intelligence 360 solution, SAS is providing access to the latest generative AI-powered tools for marketers across the globe. Additionally, SAS’ early adoption of Guardrails for Amazon Bedrock will help ensure that its customers continue to develop valuable, personalized and trustworthy customer experiences responsibly.”

The collaboration between SAS and AWS, the world’s most broadly adopted cloud provider, empowers brands with technology and flexibility that put data and AI to work to deliver insights that improve lives.

Source: PRNewswire

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