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Merkle, dentsu’s leading technology-enabled, data-driven customer experience management (CXM) company, announces the launch of Merkle GenCX, a unique offering that uses the power of generative AI to deliver more impactful customer experiences.

Initially developed on dentsu’s enterprise-grade Azure OpenAI architecture and within the safety of a private development environment, this new solution applies artificial intelligence (AI) on vast amounts of the brands’ first-party data to drive connected customer experiences by better understanding customer interactions, behaviors, sentiment, and engagements.

Driving Personalisation to New Heights

With the exponential growth of data and the rising demand for personalised experiences, brands are now faced with the challenge of leveraging their first-party data. Merkle’s GenCX solution solves for this by building large knowledge models (LKMs) and leverages the power of large language models (LLMs) on its clients’ proprietary data assets to drive insights, audiences, creative, and campaign recommendations through an intuitive chat-based interface. The solution not only improves the speed and accuracy of the results, but it enables marketers to make decisions more efficiently.

Generative AI LKMs can be trained on vast amounts of performance data, synthesising the relationships among all the variables to enable marketers to draw insights from data. And by informing every customer interaction with AI-driven insights and decisioning, brands can build more meaningful experiences for their customers. Merkle GenCX uses this capability to build data-based audiences and segmentation in minutes and glean business intelligence from natural language, all in real time.

“As AI continues to explode, brands have a massive opportunity to use the technology to inform and create relevant, personal experiences at scale, leveraging first-party data. Merkle GenCX makes it possible for clients to speak to their customers on a human level and gain a distinct competitive advantage,” said Shirli Zelcer, Global Head of Analytics and Data Platforms at Merkle.

Learn more about Merkle GenCX here.

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