Merkle launches gen AI solution to improve customer experience

Customer experience management company Merkle has launched its new generative artificial intelligence (AI) offering called Merkle GenCX. This solution builds on its clients’ first-party data to better understand customer interactions, behaviours, and engagements to deliver improved customer experience.

Merkle is a wholly-owned company of Dentsu Aegis Network and Merkle GenCX solution is developed on latter’s enterprise-grade Azure OpenAI architecture. The solution aims to build large knowledge models (LKMs) by leveraging clients’ proprietary data using large language models (LLMs). This will help in driving insights and building creative recommendations through an intuitive chat-based interface. 

“By leveraging the power of gen AI models trained on its existing data, we have developed proprietary Large Knowledge Models. These models draw insights from their own data, with learnings extracted from the US population, empowering brands to seek guidance for efficiently designing, thereby enabling fast and reliable customer experiences,” said Navin Dhananjaya, chief solutions officer at Merkle.

Generative AI LKMs can be trained on vast amounts of performance data and by synthesizing relationships between all variables to help marketers draw valuable insights. Merkle GenCX uses this capability to build data-based audience and segmentation in minutes.
 
“As AI continues to explode, brands have a massive opportunity to use the technology to inform and create relevant, personal experiences at scale, leveraging first-party data. Merkle GenCX makes it possible for clients to speak to their customers on a human level and gain a distinct competitive advantage,” said Shirli Zelcer, global head of analytics and data platforms at Merkle.

A June report by McKinsey on the economic impact of generative AI said that the technology could add trillions of dollars in value to global economy. Across 63 use cases analysed by the company, generative AI can add $2.6 trillion to $4.4 trillion annually.