In a groundbreaking move, Amazon and Zeta Global have joined forces to integrate generative AI (Gen AI) into marketing automation. This collaboration aims to scale applications using Amazon Web Services (AWS) foundation models within the Zeta marketing platform, promising to transform how businesses approach customer engagement and campaign management.
The announcement, made at A’Maison: The House of Amazon @ Cannes Lions 2024, highlights the potential of combining Amazon's robust AI infrastructure with Zeta Global's marketing expertise. Executives from both companies emphasized that this partnership will provide businesses with easy access to omnichannel marketing capabilities. This means companies can now seamlessly reach customers across multiple channels, delivering a consistent and personalized experience.
"Retailers and brands gain a competitive edge by unlocking deep customer insights, enabling them to forecast demand more accurately, optimize their media mix, and create resonant content that aligns with consumer intent," explained David A. Steinberg, co-founder, chairman, and CEO of Zeta Global. This holistic approach empowers retailers to craft strategies that drive engagement and boost sales, leading to a more effective and impactful marketing strategy. Hyper-personalized marketing can significantly increase both loyalty and conversion rates, as customers feel understood and valued.
Amazon Bedrock plays a crucial role in this partnership. As a fully managed generative AI service from AWS, Bedrock simplifies the process for companies to build Gen AI applications without requiring specialized skills or complex infrastructure. "Amazon Bedrock, Amazon Personalize, and Amazon SageMaker help businesses like Zeta Global significantly enhance customer experiences by delivering hyper-personalized marketing and advertising messages... so brands can foster long-lasting customer loyalty," said Jon Williams, global head of agency business development at AWS.
Zeta Creative AI Agents, powered by Bedrock, create valuable insights and generate images within the Zeta Opportunity Engine (ZOE), enhancing marketing platforms. These AI Assistants can learn customer preferences, deliver timely and relevant messages, and even predict future needs, acting as a "personal shopper" for each customer.
This partnership aims to revolutionize the shopper journey, improving the overall customer experience. By leveraging Amazon Bedrock through the Zeta Marketing Platform, companies can:
For example, a company could use Zeta’s Creative AI Agents to analyze consumer data and generate campaign images tailored to individual preferences, leading to higher engagement and improved advertising revenue.
The combination of large language models (LLMs), AI Agents, and Zeta's Vast Data Cloud allows marketers to target consumers in real-time with tailored content. By leveraging psychographic and behavioral insights, marketers can anticipate consumer needs, enhancing the shopping experience and driving conversions through a seamless path to purchase.
Many retailers are cautious about using Gen AI due to concerns about "hallucinations," where AI models generate incorrect information. However, the Amazon-Zeta Global partnership addresses these concerns by providing a reliable solution that empowers the customer journey, driving loyalty and conversion with evidence-based results.
The partnership simplifies the creation of Gen AI applications, which can be costly and complex. By combining the infrastructure of Amazon AWS and Zeta Global, businesses can efficiently and effectively scale their marketing initiatives. With nearly 500 marketers using ZOE daily since its launch in early 2023, the efficiency of AI-powered campaigns is evident.
"Amazon Bedrock provides a best-in-class foundation for us to accelerate the development and roll-out of our Generative AI Intelligent Agent studio to deliver transformative business improvement to our customers," said Steinberg.
The Creative AI Agents are currently in beta, with general availability planned for Q3 2024. This collaboration promises to empower businesses across the marketing spectrum, from audience insights to dynamic campaign orchestration and performance analysis.
The Cannes Lions International Festival of Creativity served as the perfect stage for this announcement, highlighting the innovative potential of AI in the creative marketing industry.
