AI Use Case | Aprimo
Aprimo develops and sells marketing automation software and digital asset management (DAM) technology to support enterprise marketing and customer experience teams. With a solution that is 100 percent on Azure, Aprimo is dedicated to delivering helpful, cutting-edge SaaS (software as a service) solutions to help modern brands bring powerful, omnichannel customer experiences to life, at scale. Aprimo focused on creating an embedded generative AI assistant using Azure OpenAI Service and ChatGPT to develop the solution and address specific use cases, such as accelerating the creation and delivery of concise, engaging, and personalized content that is trained on a customer’s brand voice and tone. The company hopes that with an embedded generative AI assistant customers can create more concise, engaging, and personalized content.
We’ve always been focused on supporting smart workflows, clear content oversight, and ease in both creating marketing elements … The difference now is that we can apply breakthroughs in artificial intelligence and machine learning to enhance automation at all levels.
Kevin Souers: CPO
Aprimo
Enhancing smart workflows and automation
For over two decades, Aprimo has been a leader in innovative marketing resource management, offering marketing automation software and digital asset management (DAM) technology. These solutions help enterprise teams manage the behind-the-scenes aspects of marketing and customer experience, focusing on delivering cutting-edge SaaS (software as a service) solutions that enable brands to create impactful, omnichannel customer experiences at scale.
Aprimo is committed to continuous product innovation through AI and machine learning. Kevin Souers, CPO at Aprimo, emphasizes that AI is the future of effective marketing. “We’ve always been focused on supporting smart workflows, clear content oversight, and ease in creating and managing marketing elements from inception to final approval and distribution,” explains Souers. “With advancements in AI and machine learning, we can enhance
automation at all levels, making our solutions even more effective and enabling brands to stay ahead in a rapidly evolving market.”
Releasing an AI assistant
Aprimo’s content operations platform, hosted on Microsoft Azure, offers a unified system for optimizing brand experience planning, development, governance, and delivery. Users can create and review marketing content using Aprimo’s tools. “Supported by Azure, the platform can be modular, offering project management, digital asset management, or spend and performance management as separate microservices,” says Erik Huddleston, CEO of Aprimo. “However, it is designed as an integrated SaaS platform with a sophisticated backend and seamless user experience.”
With AI as a core part of Aprimo’s strategy, the company became an early user of Azure OpenAI Service to enhance productivity and performance. Aprimo integrated OpenAI’s ChatGPT technology to bring a new solution to market quickly. They tested generative AI features to improve team efficiency, drive time to market, and scale on-brand asset creation across all channels.
In May 2023, Aprimo launched a customer preview. “The ChatGPT editor helps users create more relevant, personalized, and creative content,” says Souers. “It corrects mistakes, reduces wordiness, suggests additional talking points, and increases readability, leading to better brand alignment and customer engagement.” The AI assistant can also adjust tone, context, metadata, and make marketing copy more concise with a single click.
Gaining search—and brainstorming—assistance
In addition, Azure OpenAI Service automates asset tagging and cataloging, and enhances search making it easy for marketers to find the right assets for their projects. “Asset libraries for enterprise companies are immense. We know companies who don’t have Aprimo—yet—that have entire offshore teams just tagging assets, developing metadata for assets, transcribing videos,” says Souers. “Our platform can change all of that, helping these companies save time, money, and better utilize their people.”
Souers adds, “The findability of assets within Aprimo’s DAM solution is unmatched. The AI and meta-tagging capabilities make it so easy for any team to quickly locate the files needed for projects.
The solution clearly flags all AI-influenced content and routes it through specific policies and approvals to ensure governance and brand protection. “This is not about AI replacing human creators or marketers,” says Souers. “It supports efficiency and quality, proposing different perspectives or variations. It frees up human talent, allowing creative minds to focus on guiding the process.” Huddelston agrees, “With the integration of OpenAI’s ChatGPT technology through Microsoft Azure OpenAI Service, marketers gain a scalable AI brainstorming partner.”
Realizing the vision
Customer feedback for the embedded generative AI assistant has been overwhelmingly positive, and Souers anticipates a 95 percent adoption rate for the enhanced platform. And, as the first ChatGPT in Azure OpenAI Service integration in the DAM category, it has opened the door for more innovations and features releases on the Aprimo AI-powered platform in the coming months, such as the company’s most recent release, the AI Content Coach.
The AI Content Coach is an interactive assistant that can be automatically trained on your text content in the Aprimo DAM, leveraging OpenAI’s ChatGPT technology. This provides users with a text ideation and creation coach that is always in line with a customer’s brand voice. “It’s the imperative next step towards our broader vision of providing our customers with a holistic view of their content operations and a path to achieving omnichannel personalization at scale,” says Souers.
“We’ve always seen a world that could be orchestrated, that didn’t have to be dependent on a monolithic platform to do everything, that you could take and compose your own capabilities and do what’s perfect for your specific company,” Souers adds. “With Azure OpenAI Service and its support for ChatGPT, we are closer to building that I could have ever imagined.”
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