AIRA is a game-changer for digital marketers, automating both routine and complex tasks to help marketers keep up in today’s fast-paced marketing landscape. Discover how AIRA can transform your digital marketing to deliver better experiences for both marketers and customers.
The CEO of OpenAI, Sam Altman, boldly claims: “Artificial general intelligence (AGI) will dramatically transform marketing, with 95% of tasks currently performed by marketing agencies, strategists, and creative professionals being handled by AI.”
In recent times, many AI models have been adopted by marketers, significantly boosting productivity. The graph below illustrates that interest in AI has surged dramatically since the end of 2022, following the public release of ChatGPT by OpenAI. Since then, the popularity of AI has skyrocketed.
The release of new AI models has also spurred the creation of entirely new AI-powered products and enabled AI integration into existing tools, including content management systems (CMS) and digital experience platforms (DXP).
It’s clear to see that ChatGPT has driven the interest in AI.
The digital marketer’s struggle
The main challenge in marketing is often delivering and proving positive ROI from various initiatives. It's not just about managing a wide range of tasks across multiple marketing disciplines, but also being able to measure the results effectively and demonstrate ROI.
In B2B companies with longer sales cycles, this task can be especially difficult, sometimes feeling nearly impossible to achieve. But despite the challenges, there may be light at the end of the tunnel. Many tasks that marketers grapple with can be augmented with AI, often with better results, allowing marketers to focus on more conceptual and strategic initiatives.
Let’s have a look at those most common pains where AI could make a real difference:
Marketing teams face pressure in planning, launching, optimizing, and measuring their digital initiatives, such as acquisition campaigns, lead nurturing (marketing automation) campaigns, SEO activities, regular cross-channel content publishing, etc.
They are busy developing/creating and adjusting myriads of written and visual content pieces to optimize them for specific channels and placements.
Marketers are often unable to clearly identify which activities or touchpoints are most effective in driving their goals due to lack of insights or time.
They often lack insightful and actionable data or have an overwhelming amount of inconclusive data.
Throughout the entire process of any major marketing campaign, marketers need to interact with their DXPs or CMSs to orchestrate the campaign assets, and constantly measure and optimize the campaigns for the best results.
CMSs or DXPs are often complicated to use, making execution an even bigger challenge. This complexity disrupts marketers' creative flow and focus, leading to inefficiencies
Meet AIRA
For most marketers, a 24-hour day often feels too short to complete all the expected tasks. While the team at Kentico can't magically extend the day, we are bringing a solution that will save you a significant amount of time. Meet AIRA, your new AI colleague, here to help you reclaim valuable hours and boost your productivity!
Most AI tools are excellent for discrete tasks like text or image generation and transformation. However, they cannot assist with tasks that require real-time data from your marketing ecosystem, as they are not integrated with your systems.
AIRA, however, can make decisions based on experience by accessing data within your ecosystem and determining solutions based on its findings. This enables AIRA to execute or create specific tasks by identifying and utilizing the right data.
It follows a philosophy we call AIRA Unified, which allows it to extend beyond your CMS or DXP environment through extensions or plugins for third-party solutions. This enables AIRA to ingest content directly into the DXP from various sources, such as Office 365 applications.
These abilities make AIRA your AI marketing coworker, who can provide your team with a wealth of knowledge, abilities, and insights.
Revolutionizing multichannel content creation
AIRA can assist your team with proposing article headlines, transforming blog articles into marketing emails with the best subject lines, modifying them for use on social media, or publishing via headless channels such as mobile applications or digital kiosks. It can modify and transform graphic assets so they are optimized for specific applications, such as page hero images or newsletter headers, and resize them for use as social media open graphs.
Similarly, AIRA will help you automatically personalize your messages for specific personas or roles, and will even help with designing web pages, landing pages, marketing emails, and automation flows.
Making marketers’ lives easier
AIRA helps content editors find the content they need faster and can recommend relevant content. It will also help automate tasks like content asset tagging for categorization; either by suggesting new tags or selecting appropriate existing ones for content items including blog articles, images, or videos. This will significantly increase the efficiency of your content editors and make their work more enjoyable.
Similarly, AIRA can automatically generate descriptions for written or visual content, making it searchable within the content repository, and provide image alt-text to facilitate easier indexing by search engine crawlers.
Optimizing customer journeys
AIRA can deliver smart insights and make data-driven decisions and recommendations that a human could never achieve in such a short time, or perhaps at all.
AIRA is able to track how many visitors engage with your content, show the performance of specific campaigns (as well as their individual components), and highlight to your team when metrics underperform, or if campaigns excel—so you can quickly learn what works and replicate those successes.
AIRA: under the hood
One of our strategic pillars at Kentico is “Increasing Speed and Productivity.” Which is why we have been experimenting with AI for many years. Even though we are a digital experience platform (DXP) vendor, we have always strived to help digital marketers become more efficient in their work. The recent accelerated popularization of AI models aligns perfectly with our strategy, enabling marketers to better utilize our product capabilities and increase their productivity. The adoption of AI has helped to bring our vision to life.
AIRA’s vision is to help marketers to develop and execute on their brand strategy, plan and run their campaigns, create and transform written and visual content, support creative roles, automate routine tasks and expert asks, design and optimize campaigns, and so much more.
Unlike other stand-alone AI tools, Kentico AIRA is a native capability with access to all your DXP data such as website and email metrics, marketing automation analytics, contact management data, customer journeys, personalization data, content items, and more. This makes AIRA a valuable marketing addition to your team.
AIRA runs on Azure cloud infrastructure managed by Kentico and can combine multiple AI models provided by vendors such as OpenAI, Anthropic, or Meta. It has direct access to all components of Xperience by Kentico, including its database, enabling it to use real-time data for making informed decisions and recommendations.
Ready to become a marketer at 10x speed?
AIRA represents a significant leap forward for digital marketers looking to automate and streamline their processes, enhance productivity, and deliver better results. As AI continues to revolutionize the marketing landscape, tools like AIRA stand out by offering not just automation but integration into existing marketing ecosystems, providing real-time insights and handling both routine and complex tasks.
With the power of AIRA, marketers can shift their focus from time-consuming operations to more strategic and creative initiatives, ultimately driving better outcomes and demonstrating clearer ROI. AIRA’s ability to execute, analyze, and optimize marketing efforts positions it as an indispensable team member in the evolving world of digital marketing.
Learn more about using AI to transform your marketing team's workflow by downloading our free ebook.
