How will retailers achieve ROI using Generative AI?


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Today’s market conditions have made it all the more crucial for CMOs to produce results — not just cost savings — with their marketing spend. Across industries, return on investment (ROI) has become a North Star for allocating resources, so it’s high time that marketers have a clear ROI to point to and ensure that the value of their initiatives translates to the C-suite.

While calculating ROI is relatively straightforward, it’s not always clear how to improve it. For example, questions such as “where should the organization adjust advertising budgets for better results?” might arise and, without the appropriate technology assets, are much more difficult to answer. A campaign with a high return might not be able to expand to new audiences. Or, it may achieve a high number of views but few conversions. Deploying a successful campaign through a different channel, such as text, could yield better results for ROI. But, without an artificial intelligence solution assisting the process, your brand may spend an unnecessary amount of time and resources trying to figure it out.

Customizing the offer is not sufficient

An often overlooked option is to evaluate how marketing itself can drive additional business through more effective digital campaigns. Companies have launched numerous technologies and initiatives to try to maximize the impact of personalization, including customizing offers for specific customers and leveraging personal information such as names or recent browsing history. However, by only personalizing the offer or products, organizations miss an important opportunity to increase effectiveness by personalizing the communication itself.

Personalized communications are paramount

One of the most straightforward ways to boost the impact of personalization initiatives is to leverage generative AI for language. Many of today’s generative AI solutions focus on generating content (text, images, videos, etc.) much faster and with more variations than existing creative teams. And, while today’s buzziest AI models provide powerful foundations for automated content generation, when it comes to personalized communications, quality is better than quantity. Generating mass volumes of content may give your brand a productivity boost, but it doesn’t ensure that content will drive results.

The average consumer is exposed to over 4,000 brand messages a day, making brand differentiation both challenging and essential. Showing your customers that you care enough to cater messages to them — not to them and the thousands of others on your distribution lists — can mean the difference between a sale and a lost customer. If you’ve made the decision to leverage AI in your marketing strategy, make sure your generative AI platform is delivering specific narratives with emotional drivers that motivate your individual customers to act — at every stage of the customer journey. The most effective language, and the emotional drivers behind it, will fluctuate with the seasons, major events, and economic conditions, so it’s also good practice to regularly test your generative AI outputs to see what’s resonating best.

Generative AI’s new counterpart

When your brand is looking beyond churning out marketing content at scale, and towards driving real business results with generative AI, it’s time to turn to Motivation AI. Motivation AI is a specialized enterprise class of generative AI for language that enables consistent, individualized communications across all customer touchpoints—from customer data platforms’ (CDP) to loyalty systems, spanning channels. It is proven to motivate greater consumer engagement and action.

The key to Motivation AI lies in how it connects emotions to language. While other generative AI models are powerful ways of saving time and cutting costs, Motivation AI takes it a step further: determining the precise language that motivates action, in turn driving revenue.

Motivation AI is a class of generative AI that is capable of further increasing enterprise value.

Vipul Vyas
Vipul Vyas is Senior Vice President of Go To Market Strategy at Persado, responsible for injecting deep industry understanding and insights into Persado's client and partner relationships. Vipul has been a serial entrepreneur in Silicon Valley for the past 20 years. Vipul has also been responsible for creating over $4B+ in trackable benefit for his clients over his career and is named on 10 US patents. He has a BS in management information systems from the University of Virginia and an MBA from the Tuck School at Dartmouth College.


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