CleverTap taps into generative AI to create marketing messages for brands

CleverTap, a US-based marketing automation service provider, has launched an artificial intelligence (AI) based content creation platform called Scribe, which leverages OpenAI’s generative AI models to help brands generate more personalised and emotionally relevant marketing messages. 

The firm said that Scribe can help brands understand the tone of their marketing messages better by using emotion analysis and can generate “hyper-personalised” content that reflects the brand’s image and also resonates with the customers. 

Scribe will be released this month and will be available through an invitation to CleverTap’s enterprise customers.

Marketing industry is expected to be one of the key adopters of generative AI.  
By 2025, 30% of all marketing messages from large organisations will be synthetically generated as compared to 2% in 2022, according to a February report by Gartner. 

“Studies show that marketers only have two seconds to capture users’ attention in the digital realm. This gives marketers a very brief window to engage their users by tapping into the right emotions and AI enables brands to build these customised campaigns,” said Jacob Joseph, Vice President of Data Science at CleverTap. 

CleverTap said it has identified five fundamental emotions in marketing tech — fear of missing out, anticipation, trust, joy, and surprise. Using these emotions as parameters, Scribe can analyse and produce content for digital businesses that are looking to increase their conversion rates through marketing campaigns and messages sent to customers. 

The firm believes this can lead to an increase in customer visits and spending for online businesses. 

“These advancements in AI will open up the next frontier for marketers,” added Joseph.  

The popularity of ChatGPT has triggered a race among companies to integrate its underlying GPT models into various products and services across sectors.
Several tech service providers in India including Infosys, TechMahindra, and GupShup have recently announced that they are integrating generative AI models with their products and services to offer ChatGPT-like capabilities to their enterprise customers.