Dentsu taps into AI boom with launch of Merkle GenCX

technology_aiDentsu and its data-driven agency Merkle are joining the clamour to offer artificial intelligence-led marketing solutions by collaborating with Salesforce to launch a generative AI tool, Merkle GenCX.

The technology will be available for businesses to use with Salesforce Einstein GPT, with the aim of helping brands harness the power of generative AI to deliver, manage, and optimise connected customer experiences.

Merkle became a Salesforce partner in 2004, and Merkle’s solutions are designed to enable businesses using Salesforce to better understand consumer behaviour and deliver secure, personal customer experiences in real-time. Dentsu and Merkle have more than 2,500 Salesforce certified employees with 5,000 Salesforce certifications globally.

The agency claims that by using Merkle GenCX to inform every customer interaction with AI-driven insights, brands will have a massive opportunity to create relevant, personalised experiences at scale.

Merkle global head of analytics and data platforms Shirli Zelcer said: “Our GenCX solution combines our proprietary data assets and large knowledge models, as well as third-party large language models, to enable brands to connect more closely with their customers.

“We believe that as clients adopt this technology to deepen and accelerate their customer insights and personalisation programmes, they will be able to connect on a more human level and gain a distinct competitive advantage.”

Merkle has also launched its proprietary identity resolution solution, Merkury, on Salesforce AppExchange.

By implementing Merkury, in addition to Salesforce Einstein GPT and GenCX, the agency insists brands will be able to generate actionable insights from large enterprise data-sets and turn insights into action by automating marketing and commerce use cases, including predictive modelling, profiling, audience definition, look-alike modelling, creative decisioning, personalisation, and ad copy generation.

Salesforce EVP and GM of marketing cloud Stephen Hammond said: “Businesses are looking to harness the power of generative AI to connect with their customers through more engaging and personalised moments, and they want to do this with greater efficiency.

“Dentsu and Merkle’s work with Salesforce will give the opportunity to generate actionable AI-driven insights from trusted first-party data that enables them to deliver more personalised, automated, and effective campaigns.”

The agency joins the likes of Publicis and Havas, which have launched AI-powered content marketing networks, and VCCP which has unveiled what it claims in the first standalone global AI creative agency.

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