Hyper-personalized marketing drives both loyalty and conversions.
Amazon and Zeta Global announced advancements in generative AI (Gen AI) to help scale applications with an Amazon Web Services (AWS)-based model on the Zeta Marketing Platform. At A'Maison: The House of Amazon @ Cannes Lions 2024, executives from both companies discussed the power of the integrated technology to make omnichannel marketing capabilities easier for many businesses to access.
“Retailers and brands gain a competitive advantage by unlocking deep customer insights to more accurately forecast demand, optimize media mix and create content that resonates with consumer intent. This holistic understanding enables retailers to develop strategies that drive engagement and increase sales, ultimately leading to more effective and impactful marketing approaches,” explained David A. Steinberg, co-founder, Chairman and CEO of Zeta Global.
Your super smart marketing AI assistant
Amazon Bedrock is a fully managed generative AI service from AWS that enables companies to easily build generative AI applications for their business without requiring advanced skills or complex infrastructure. “Amazon Bedrock, Amazon Personalize, and Amazon SageMaker help companies like Zeta Global dramatically improve customer experience by delivering hyper-personalized marketing and advertising messages that feel like a one-to-one human connection, helping brands foster long-term customer loyalty,” said Jon Williams, Global Head of Agency Business Development at AWS.
Zeta Creative AI agents power insights and image generation within the Zeta Opportunity Engine (ZOE) for a better marketing platform. “Simply put, we're giving businesses the tools to create super-smart AI assistants with custom workflows that can handle all their marketing tasks. These assistants can learn their customers' preferences and needs, send the right message at the right time, and even predict what they'll want in the future. It's like having a personal shopper for every customer, making sure they get what they want, when they need it,” said Steinberg.
Improving shopper behavior
The partnership will revolutionize retailers and brands' ability to significantly improve shopper behavior and overall experience with companies. “Leveraging Amazon Bedrock through the Zeta Marketing Platform, the company's customers can create high-quality creative content at scale, personalize contextual ad experiences, segment audiences for ad campaigns, and optimize campaigns to increase visibility,” Williams explained. One example is a company using Zeta's Creative AI Agents, powered by Bedrock, to analyze consumer data and generate campaign imagery tailored to individual preferences and behavior. “This drives higher engagement, click-through rates, and ultimately higher advertising revenue,” Williams said.
Specific analytics help provide consumers with the right information at the moment of shopping. “By combining LLMs (large-scale language models) and agents with our Vast Data Cloud, we revolutionize shopper behavior by empowering marketers to target consumers with customized content in real time. By leveraging psychological and behavioral insights, we meet consumers where they are and anticipate their needs before they even realize they are,” Steinberg explains. “This dynamic interaction not only enhances the shopping experience, it drives conversions and creates a seamless, intuitive path to purchase.”
Detailed analytics drive conversions
Many retailers are debating the appropriate use cases for Gen AI and are concerned about instances of hallucination, where AI models generate false or misleading information and present it as fact, which can damage a company's reputation. While businesses and consumers have shown high interest in the idea of Gen AI, there is not enough evidence of improved experience or cost savings to show clear benefits of deploying this type of technology. Amazon's partnership with Zeta Global is a game changer, providing skeptics with a solution that can enhance customer experience and drive both loyalty and conversions.
“Imagine a retailer sending out an email campaign. Our AI agents can analyze the performance of every brand and product category mentioned in the email. For example, if a particular brand is consistently growing sales, the retailer can give it more prominence. Conversely, if a category is underperforming, the retailer can adjust their strategy,” explains Steinberg. “This detailed analysis not only helps them optimize their marketing efforts, but also negotiate better funding from brands, ensuring every marketing dollar is spent wisely and effectively.”
Automation to scale your marketing campaigns
Typically, for retailers, creating Gen AI applications can be costly and complex to implement. But with Amazon AWS and Zeta Global's partnership, the integrated infrastructure makes building and scaling marketing initiatives more efficient and effective. A year after ZOE's launch in early 2023, approximately 500 marketers will be using ZOE every day to enhance their campaigns with the efficiency of AI. “This collaboration strengthens our long-standing partnership with AWS and extends it to the forefront of the AI revolution,” said Steinberg. “Amazon Bedrock provides a best-in-class foundation for accelerating the development and deployment of our Generative AI Intelligent Agent studio and delivering transformative business improvements to our customers.”
“We're excited to see Zeta Global's innovative use of their creative agency via Amazon Bedrock,” said Williams. “Zeta's generative AI platform will enable us to deliver highly tailored personalization workflows to our clients for use cases across the entire customer lifecycle, from onboarding to engagement optimization.”
These tools can help companies across the entire marketing spectrum, from audience insights to dynamic campaign orchestration to uncovering performance drivers. The Creative AI agent is currently in beta, with general availability planned for Q3 2024.
The Cannes Lions International Festival of Creativity is a five-day event that is the largest gathering of the creative marketing community. Amazon's Cannes event is derived from a highly acclaimed film festival with over 78 years of history and is one of the largest fashion events in the world. Steinberg spent a week at Cannes Lions participating on panels and speaking on topics such as the impact of AI on the creative industries, its impact on business and its role as a tool for creativity. Cannes Lions is known as the creative marketing community's premier event showcasing top campaigns and activations.
