Hightouch, a leading Composable Customer Data Platform (CDP), has disclosed its latest innovation, AI Decisioning. This enterprise AI product, launched as a native Snowflake app, aims to boost customer engagement by utilizing data at the individual level.
Harnessing Snowflake Cortex AI
AI Decisioning is built on Snowflake Cortex AI, a sophisticated suite of tools that processes large language models against unstructured data. This cutting-edge technology enables the platform to continuously experiment with customer data, housed within Snowflake, to identify the most effective engagement strategies customized to each customer’s attributes and behaviors.
Beyond Targeted Segments
Traditional marketing strategies often rely on broad audience segments, grouping individuals based on generalized assumptions about their behavior. AI decision-making challenges this approach by offering a more precise method of engagement. By analyzing customer data the system moves beyond segmentation to propose specific actions and events that resonate with individual customers.
Seamless Integration with Marketing Platforms
The AI decision-making tool integrates effortlessly with popular marketing platforms, including Salesforce Marketing Cloud, Braze, and Iterable. This seamless connectivity allows for immediate activation of data-driven insights, making it easier for marketers to engage customers in meaningful and timely ways.
Maintaining Human Oversight
While the AI technology behind AI decision-making is powerful, Hightouch ensures that human oversight remains integral to the process. Marketers are responsible for setting goals and outcomes, while data teams manage the information accessed by the AI. This collaboration between human expertise and AI capabilities ensures the platform delivers accurate and effective results.
Potential Impact on the Industry
Hightouch’s AI decision-making represents a significant step forward in customer engagement. However, questions remain about how it differs from existing AI-powered solutions that offer next-best-action recommendations. The distinction may lie in the scale and scope of the data analyzed, positioning AI decision-making as a more comprehensive tool for marketers seeking to refine their strategies.
Ready to personalize customer engagement like never before? Explore AI Decisioning today and follow SwiftMarketing for more such updates.