Generative AI tool released in time for holiday shopping

An ecommerce company that uses machine learning and AI to improve customer shopping experiences, Rokt, has released a new tool to assist advertisers to improve the effectiveness of their campaigns.

Rokt’s ACE (Adaptive Content Engine) uses generative AI and proprietary large language models to automatically customise key message elements, including headlines, content, and calls-to-action, based on customer segments. The goal is to ensure that each message is highly relevant to its target audience, ultimately maximising return on ad spend (ROAS).

Launched in advance of the holiday shopping season, ACE enables marketing and advertising teams to streamline their workflows by reducing the need for manual adjustments. Advertisers maintain full control of their campaigns, as they can review, modify, or reject any message variant before it goes live. The level of control ensures that the creative process remains intact while benefiting from AI-powered efficiency.

“Marketers need tools that free them from the tedious task of manually revising every message for different customer segments, while still allowing them to retain full control over the content,” said Noel Curtis, senior vice president of engineering at Rokt. “ACE is designed to support human creativity, allowing for easy generation of multiple ad variants, each tailored based on first-party data and insights from the more than 4.6 billion transactions Rokt will power in 2024.”

A distinction between ACE and other AI tools, such as ChatGPT, is its focus on performance marketing. Rather than generating generic content, ACE creates variations of a core message or “champion” ad, optimising each based on detailed customer data. It generates numerous versions of the core message in seconds, using market insights to tailor content for specific customer profiles. ACE also allows creative teams to adjust tone and messaging while learning from feedback to improve future ad generation.

To ensure messages are tailored to different audience segments, ACE integrates advertisers’ first-party data, including customer demographics, payment preferences, and shopping behaviours. The approach allows the tool to fine-tune each message, resulting in content that should resonate with particular customers. ACE’s machine-learning capabilities draw on Rokt’s network, which has processed billions of transactions. The data network enables Rokt to create ecommerce content while helping merchants manage the types of offers presented to customers.

By automating the message customisation process, ACE provides a solution for advertisers who want to enhance ROAS while keeping creative control. As AI tools become increasingly integrated into the marketing environment, tools such as ACE may play an important role in driving customised, data-driven advertising strategies.

(Image by Alexandra_Koch)

See also: Half of B2B marketers can’t reach their goals for this year

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

Tags: Advertising, AI, ECommerce