AI Reshapes the Marketing Value Chain

How Is Infosys Aster Redefining Marketing with AI?

Balaji Sampath

Marketing as a function today is at an inflection point where technology is fundamentally reshaping the marketing value chain and AI is at the center of it.

Balaji Sampath

And the value proposition of Aster is resonating very well where we talk about Aster as an AI amplified marketing suite that delivers three things.

Balaji Sampath

One is around engaging brand experiences, second is about enhancing marketing efficiency, and third is all about accelerating growth by making marketing more effective.

Balaji Sampath

We have also been able to develop a lot of offerings in this space that resonate to the marketing buying center.

Balaji Sampath

And finally, we have built a strong partner ecosystem, and AI is fundamentally reshaping the marketing value chain because there's a whole explosion of data across the various aspects of the marketing functions-right from creative and brand and all the way towards marketing operations.

Balaji Sampath

I would probably say that in some sense, the operating model of the marketing function is going to be redefined in the next 18 to 24 months.

John Premkumar R

There's too much data or data is lying very unstructured and scattered everywhere, and clients are trying to figure out how do I use this data for AI.

John Premkumar R

So you know, because of that it can lead to wrong personalization or even challenges around personalization.

John Premkumar R

The primary use cases that they are starting with may not be aligned to the marketing outcome.

John Premkumar R

And so there is a challenge of identifying the right use cases to work on.

John Premkumar R

Most of the CMOs are finding that they are not equipped to handle the technology dimension of AI and sometimes they feel that that is a blocker for them in adopting AI. And Aster actually helps them mitigate some of these challenges.

John Premkumar R

A heavy equipment manufacturer in the US; this client came to us with a problem statement that they wanted to improve the brand equity, brand perception, the reach of the brand among their customers.

Skyler Mattson

Band safety starts with documented guardrails. So, clear guidelines on voice, values, and IP so that AI has the right foundation.

John Premkumar R

They are a typical B2B customer, and we took up the job of transforming their complete e-commerce and marketing landscape.

Skyler Mattson

We design them for speed by building them into our workflow instead of just tacking them on at the end.

John Premkumar R

They were able to achieve about 1.7 million views on their product, which is something phenomenal in just two weeks of going live, and about 60 to 65% increase in the level of engagement that they see with their customers./p>

Balaji Sampath

What we see today with CMOs is getting data ready for marketing is a huge challenge.

Balaji Sampath

And if you're able to address that, that will be a great thing.

Balaji Sampath

The second thing is about their marketing ROI.

Balaji Sampath

This is about how do you measure your, for example, your return on ad spend.

Balaji Sampath

So there is a whole performance marketing as an area.

Balaji Sampath

Then we have what we call as engagement offerings, which is whether it is in the area of content supply chain, whether it is in the area of campaign management and whether it is the area of bringing the world of e-commerce and marketing together.

Balaji Sampath

And finally, we have a vision, a vision where we can offer marketing as a managed service to our clients.

John Premkumar R

We want to work with partners like Adobe to find out what are the pain points of customers that they are working with and how do we proactively identify the business problems and try to propose solutions to solve those problems.