Personalization has long been a challenge for brands, but connecting data across organizational silos remains one of the biggest hurdles to overcome.
Stitching together data sources from marketing, sales and customer service interactions can help brands truly understand what matters to people, according to Jayna Kothary, Global Chief Client Solutions Officer of IPG.
“The minute you start to stitch those data sources together, you start to understand what matters to people,” said Kothary, in this video interview with Beet.TV.
Brands have become adept at reaching audiences through various targeting methods. But the advent of generative AI opens up new possibilities in terms of the volume and quality of personalized content that can be created.
A key feature of contextual AI technologies is explainability – the ability to explain how data was collected, what it is being used for, and why it was collected in the first place.
“As soon as …