SAP Emarsys Unveils New Generative AI Capabilities Set to Help Personalize Marketing Campaigns

SAP Emarsys Customer Engagement unveiled its June 2024 product release, featuring a host of omnichannel additions, enterprise enhancements, and AI-infused features that build on the platform’s long-standing legacy in artificial intelligence.

According to the company, the recent updates reflect the desire and urgency of marketers to use AI to supercharge personalized campaigns and productivity, strengthening the platform’s AI features and functions, and enabling marketers to benefit from the time-saving powers of generative AI.

Features include:

  • AI Subject Line Generator: Powered by OpenAI’s ChatGPT-4, SAP Emarsys’ Subject Line Generator is set for general availability in July. It enables marketers to generate unique, context-specific subject lines that factor in language preferences, natural language prompts, and the desired level of creativity.
  • AI Preheader Generator: Capitalizing on the groundwork laid by the Subject Line Generator, the Preheader Generator will also enter general availability in July, empowering marketers to create engaging email preheaders that reflect the context of the email, chosen subject line, user prompts, and settings.
  • AI Product Finder: Announced in pilot by SAP Emarsys in March, marketers can reduce the time it takes to find and insert specific products across their marketing campaigns from hours or days to seconds using keywords and heuristics to seamlessly search and map product catalog fields to the content template. Upcoming functionality will even allow users to “talk” to their product catalogs and identify the best products for campaigns using natural language prompts.
  • AI Segment Generator: Entering pilot phase this summer, the AI Segment Generator will generate a human-readable description of existing segments—distilling hundreds of potential criteria, logic and operators—to aid comprehension and improve searchability.

These features build upon an established history for SAP Emarsys in the AI space with tools like AI Segments, Product Recommendations, and Send Time Optimization already used by customers like Brand Alley, Nike Hong Kong, and PUMA, according to the company. 

“Responsible, relevant and reliable AI has been part SAP Emarsys’ DNA for well over a decade—we’ve always been a data-driven platform to empower marketers’ intelligence,” said Kelsey Jones, global head of product marketing at SAP Emarsys. “With that in mind, we’re constantly innovating to push the boundaries of the tools available to marketers, so they can responsibly deliver innovations that make a crucial difference in fostering ‘true loyalty’ in a highly competitive, fast-paced global marketplace.”

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