AWS Partner Network (APN) Blog

Supercharge Your Marketing with Publicis Sapient’s Offer Generator: Streamlines Campaigns from Concept to Execution

By Amit Kumar Sharma, Sr. Director, Engineering – Publicis Sapient
By Fei Lang, Principal Partner Solutions Architect, World Wide Data & AI – AWS
By Rita Ku, Senior Partner Development Specialist, World Wide Data & AI – AWS
By Kiran Randhi, Principal Partner Solution Architect – AWS

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Publicis Sapient
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Marketing teams analyze consumer data on a daily basis to design effective and profitable campaigns. This analysis is crucial to determine the best strategies and timing for future campaigns. Their goal is to understand their audience and craft creative campaigns which attract and engage their users, ultimately boosting revenue. This process can be time-consuming, diverting marketing resources away from other important tasks and initiatives.

Having a faster, more streamlined process of generating these campaigns would save marketers valuable time and resources, ultimately driving company growth. In this post, we will explore how Publicis Sapient is leveraging the power of AWS to build a margin predictor and dynamic offer generator, enabling their clients to create highly personalized and optimized campaigns at scale.

Market Trends

As generative AI technology continues to advance, marketing teams are increasingly turning to Large Language Models (LLMs) backed tools to generate creative copy or perform quick data analysis. This enhances their productivity and creativity. By integrating a chat bot which has access to their own company’s own data, they can provide more relevant campaign insights or even create campaigns for them. This type of platform allows Marketers to tap into endless creativity and meet the fast-paced demands of the consumers.

Benefits of a Trained Generative AI Model:

  • Increased Efficiency and Productivity: Generative AI models can produce high-quality content such as images and campaign copy in a fraction of the time it would typically take a human. Additionally, the ability to rapidly analyze vast troves of past campaign data can save marketers significant time and reduce the risk of errors.
  • Enhanced Personalization and Relevance: When a model is trained with a company’s unique data, it can generate marketing copy and insights that are tailored to the organization’s brand voice and target audience. This leads to more relevant content, which can significantly improve engagement rates and marketing ROI.
  • Data-Driven Decision Making: An AI-powered platform integrated with a company’s data can provide marketers with clear, data-driven predictions about the potential performance of campaign elements. This allows for more dynamic, informed decision-making, reducing the need for lengthy meetings, research, and subjective debates. Marketers can use these insights to confidently adjust campaign strategies in real-time for optimal results.

Publicis Sapient’s Marketing Accelerator Tools

Recognizing the transformative potential of generative AI for marketing, Sapient has created a tailored AI experience that directly addresses the specific needs of marketing teams. Many organizations already have a wealth of valuable campaign data stored internally, such as profit generated, offer redemption rates, and other key metrics. Sapient’s approach leverages this existing data to develop a sophisticated margin predictor accelerator. This streamlines the process, minimizing the need for marketers to manually input data, craft prompts, and potentially deal with inaccurate results when using more generic AI tools. With this accelerator, marketers simply enter details about their planned campaign, such as dates, discounts, and location. The application then compares this new information against the historical data to provide a predicted margin for the proposed campaign. This empowers marketers to quickly assess the likelihood of success for their strategy, enabling more confident, data-driven decision-making. By eliminating tedious data preparation and analysis, the accelerator frees up marketers to focus on the creative and strategic aspects of their work, while still benefiting from AI-powered insights.

With the margin predictor providing data-driven guidance on the optimal campaign parameters, marketers can then leverage Sapient’s offer generator accelerator to automate the creative content development process. By inputting a simple prompt, the AI-powered tool can produce a complete, ready-to-publish campaign offer. It can select relevant products, craft an engaging title and description, and even generating a fresh, on-brand image. This allows marketers to rapidly ideate and iterate on the offer content without getting bogged down in the manual creation of each asset.

But the automation doesn’t end there. Through the accelerator’s conversational chatbot functionality, marketers can easily request minor tweaks or refinements to the generated content with a follow-up prompt. For example, if the user wants to adjust the title or modify the image, they can simply ask, and the AI will update the offer accordingly. This iterative, human-in-the-loop approach ensures the final campaign content meets the marketer’s standards while still dramatically accelerating the overall production process. Once the marketer is satisfied with the offer, it can be seamlessly published and deployed as part of the live campaign. By automating the content generation workflow, Sapient’s accelerator empowers marketing teams to be more agile, creative, and responsive to evolving campaign needs – a critical advantage in today’s fast-paced digital landscape.

The Power of Partnering with AWS

In collaboration with AWS, Sapient has leveraged Amazon Bedrock platform and state-of-the-art Large Language Models (LLMs) from leading AI providers to implement a robust Retrieval-Augmented Generation (RAG) pipeline. This approach enhances the accuracy, relevance and coherence of LLM-generated content, delivering superior results for our clients. By tapping into the expansive AWS ecosystem, Sapient was able to rapidly conceptualize and deploy innovative AI-powered products and services without the need to build complex infrastructure from the ground up. AWS’s continuous model updates and enhancements ensure that Sapient’s generative AI applications consistently leverage the most powerful, efficient, and up-to-date AI models available in the market.

Various foundation models are utilized in this solution including Amazon Titan models and Stable Diffusion XL from Stability AI. Together they enabled Sapient to quickly integrate advanced AI-driven features and generate high-quality multimodal content with ease.

Furthermore, AWS provides a comprehensive suite of services, including Amazon S3, AWS Lambda, and Amazon DynamoDB, that integrate seamlessly with Amazon Bedrock. This has allowed Sapient to create a highly customized and scalable generative AI solution. Some key benefits of this approach include:

  • Effortless scaling and reduced server management overhead with AWS Lambda
  • Unified user experience with access authentication using Amazon API Gateway to connect front-end and back-end services
  • Highly durable and scalable object storage with Amazon S3

By combining Sapient’s deep domain expertise with the cutting-edge capabilities of Amazon Bedrock and AWS’s broader ecosystem, we are empowering our clients to harness the full potential of generative AI technology to stay ahead of the competition in their respective markets.

Margin Predictor Architecture

The following architecture design is for Sapient’s margin predictor and outlines how AWS services have been leveraged to implement the solution.

Figure 1 – Margin Predictor Architecture on AWS

Offer Generator Architecture

The following architecture design demonstrates Sapient’s offer generator and shows how AWS services have been used for the end-to-end solution.

Offer generator architecture on AWS

Figure 2 – Offer Generator Architecture on AWS

The following describes the end-to-end workflow of this solution implemented with AWS services:

  1. Marketer Initiates Offer Generation. The marketer inputs a query or prompt through the Offers Tool interface, requesting the generation of a new campaign offer.
  2. API Gateway Handles the Request. Amazon API Gateway receives the marketer’s offer generation request and routes it to Amazon Bedrock.
  3. OpenSearch Retrieves Relevant Context. Amazon OpenSearch, performs a vector search on its stored embeddings to retrieve the most relevant documents or visual assets based on the user’s query. The retrieved contextual information is then passed on to the next step in the workflow.
  4. Amazon Bedrock Generates the Offer Content. The user’s original prompt and the contextual information from OpenSearch are ingested by the RAG technique, leveraging the foundational models available in Amazon Bedrock. The RAG process then generates the complete offer content including the title, description, and any relevant images or product details.
  5. AWS Lambda Orchestrates the Workflow. AWS Lambda seamlessly connects the various AWS components, ensuring smooth interactions between the services. Lambda functions gather the generated offer content, transform it into a structured JSON response, and deliver it to the front-end for display.
  6. Marketer Reviews and Approves the Offer. The generated offer content is returned to the frontend Offers Tool interface for the marketer to review and approve. Once the marketer is satisfied with the offer, it is ready to be deployed and sent to customers.

Conclusion

In today’s fast-paced digital landscape, the ability to quickly generate personalized, data-driven offers is a necessity, not just a competitive advantage. By leveraging the power of AWS and LLMs, Publicis Sapient’s margin predictor and offer generator are transforming the way marketers create and scale their campaigns. Imagine instantly producing thousands of tailored, customer-centric offers with compelling titles, captivating images, and optimized descriptions, all while predicting profitability with unprecedented precision.

These AI-driven tools not only streamline campaign creation but also provide deeper insights into customer preferences, empowering marketers to make smarter, data-backed decisions. By automating repetitive tasks, teams are freed to focus on innovation and strategy, unlocking new opportunities for hyper-personalization and A/B testing at a scale that was previously impossible. This level of efficiency drives customer engagement, brand loyalty, and revenue growth, while also allowing businesses to stay agile and responsive in an ever-changing market.

Through the adoption of AI-powered solutions, organizations not only reduce manual workload but also set the stage for long-term success, boosting creativity, scalability, and overall campaign effectiveness – making the future of marketing, powered by generative AI and automation, a reality today.

For more information on Publicis Sapient’s generative AI tool, contact the Publicis Sapient team. These experts can help you identify areas for improvement in your workflows and support you in building custom AI tools like the margin predictor and offer generator. Visit Publicis Sapient’s Generative AI Transformation website to connect with the team, and stay informed about any upcoming webinars and workshops to learn more about leveraging AWS-powered AI solutions to transform your marketing strategies.

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Publicis Sapient – AWS Partner Spotlight

Publicis Sapient is an Advanced AWS Global Digital Business Transformation Partner and AWS Competency Partner that designs and builds AWS based Customer Data & AI, eCommerce, Digital Marketing, Salesforce and Mobile platforms through their 3000+ AWS Certified architects & engineers. DevOps & cloud experts at Publicis Sapient design, migrate & manage cloud workloads 24X7, efficiently.

Contact Publicis Sapient | Partner Overview | AWS Marketplace