A strategic move ahead of the holiday shopping season, ecommerce company Rokt has just unveiled its new generative AI tool called Adaptive Content Engine, ACE. The next-generation solution taps into the power of advanced machine learning and proprietary large language models, which enable advertisers to better optimize their marketing campaigns.
ACE will automatically customize the core elements of advertising creative – headline, content, and calls-to-action – to align with nuances of different customer segments. Its core purpose is maximization of message relevance as well as return on ad spend.
The tool is developed to minimize the extent of manual tweaks in workflows for marketing and advertising teams. Complete control of campaigns falls under the domain of advertisers. Thus, they may review, change or decline any message variants before deployment. Such control ensures that the creative integrity is preserved while the benefits derived from AI are achieved.
Noel Curtis, who heads Rokt’s engineering at the senior vice president level, believes marketers can get much value from the tool. “Marketers need tools that free up the tedium of manually revising messages for all the different customer segments while giving them complete control over the content.”. ACE is designed to supercharge human creativity in delivering hundreds of variant ads tailored with first-party data while learning from over 4.6 billion transactions Rokt will process in 2024.
What differentiates ACE from generative AI tools like ChatGPT in its performance marketing orientation is that it doesn’t produce generic content, but rather variations of a core message—called the “champion” ad—optimized based on detailed customer data. This would enable the production of multiple versions of the core message through the insights of markets to target multiple profiles of the customer. ACE enables creative teams to adjust their tone and messaging and learn from the feedback in order to improve future ad generation.
For relevant messaging, ACE uses the data that first-party advertisers have about their customers such as demographics, payment preferences, and shopping behavior. Such a data-driven approach enables each message to be calibrated toward having more content that is relevant to a specific audience. Rokt’s massive data network which has processed billions of transactions enhances its machine learning capabilities, helping to develop highly pertinent ecommerce content.
ACE allows automated custom messaging, which bestows advertisers with the power to offer upgraded ROAS capabilities, maintaining full creative control. With AI tools taking the front seat in marketing, such improvements as ACE will hopefully thrive in customized data-driven advertising strategies going forward within a changing digital landscape.
