SAS embraces generative AI for advertising | MarTech | The Global Today

Main analytics and knowledge administration supplier SAS will combine generative AI capabilities with its Buyer Intelligence 360 advertising resolution. Clients will have the ability to select which generative AI suppliers to combine into their SAS occasion, together with well-liked fashions like ChatGPT, open supply fashions and their very own proprietary fashions.

Entrepreneurs will have the ability to use these capabilities to create advertising plans and construct viewers segments in addition to generate personalised textual content content material.

Particular capabilities. On the SAS Discover convention this week, the next core capabilities had been introduced:

• Integration by way of the SAS connector framework to giant language mannequin (LLM) suppliers.
• The power to make use of pure language processing capabilities to determine related viewers segments.
• Speedy content material technology utilizing a mix of LLMs and inside knowledge units.

Dig deeper: The rise of generative AI:  A marketer’s information to textual and visible AI content material

Use sensible guardrails. SAS, like different main distributors, is emphasizing the significance of security and accountability to mitigate dangers concerned in generative AI use.

“SAS Buyer Intelligence product improvement,” he mentioned, “is tightly aligned to steering from the SAS Information Ethics follow,” mentioned director of digital advertising options Mark Chaves, chatting with media and analysts. He laid out a framework for governance:

“Prioritising knowledge privateness. No sharing of firm or buyer knowledge with the fashions.

“Sustaining human oversight. AI-generated content material ought to all the time be reviewed and permitted by people.

“Creating interpretable and clear output. It ought to all the time be clear to entrepreneurs how an AI algorithm arrived at its conclusions and suggestions.”

Mark Chaves, SAS

Why we care. Advertising and marketing Options is just one a part of SAS Institute’s broad analytics and knowledge follow that serves many capabilities throughout the enterprise. On the subject of introducing genAI for entrepreneurs, it’s no shock SAS could be emphasizing the significance of guardrails — particularly the third of the three pillars Chaves laid out above. Entrepreneurs in tightly regulated areas like finance should be assured that AI suggestions usually are not solely sound but additionally doable to explicate.

The human-in-the-loop advice is sensible, in fact, but it surely stays to be seen how that may scale to handle content material that may be generated in large quantity and at mind-warping velocity.