The new feature includes an integration with Amazon Bedrock from AWS and will allow users to use data to gather business insights to support the customer experience.

Among the generative AI features added include personalised messages and offers for audiences, a self-service assistant that uses natural language generation to interpret audience data, and an email subject line suggestion and testing service.

Jennifer Chase, chief marketing officer at SAS, said: “With GenAI, marketers can better plan campaigns, improve audience selection, generate more relevant content and make better business decisions that elevate customer experiences.

“The new GenAI enhancements to SAS Customer Intelligence 360 – powered by our strong collaboration with AWS and the use of Amazon Bedrock technology – will make it easier for marketing and advertising pros to use GenAI effectively.”

Craig Miller, global advertising and marketing solutions portfolio lead at AWS, said: “Campaign planning is a top use case for generative AI, which underscores the importance of model choice when creating tools to support various marketing activities.

“By leveraging Amazon Bedrock for its Customer Intelligence 360 solution, SAS is providing access to the latest generative AI-powered tools for marketers across the globe.”