SAP Emarsys Customer Engagement has announced a suite of omnichannel additions, enterprise enhancements and AI-infused features that build on the platform’s heritage in AI, as part of its June 2024 product release.

Recent research from SAP Emarsys found that three-quarters (74%) of marketers see AI as essential to increasing customer engagement and similarly, 43% of consumers support its further integration into retail experiences. 72% of marketers have seen an increase in customer loyalty since the introduction of AI, while another 77% will be increasing their investment in AI as a result.

Powered by OpenAI’s ChatGPT-4, SAP Emarsys’ Subject Line Generator enables marketers to generate unique, context-specific subject lines that factor in language preferences, natural language prompts, and the desired level of creativity — directly within a user’s email editor. It’s set for general availability in July.

To further capture reader attention and increase email open rates, the Preheader Generator empowers marketers to create engaging email preheaders that reflect the context of the email, chosen subject line, user prompts and settings. It will also enter general availability in July,

Announced in pilot by SAP Emarsys in March, marketers can reduce the time it takes to find and insert specific products across marketing campaigns using keywords and heuristics to search and map product catalogue fields to the content template. Upcoming functionality will allow users to ‘talk’ to their product catalogues and identify the best products for campaigns using natural language prompts.  

Entering pilot phase this summer, the AI Segment Generator will generate a human-readable description of existing segments to aid comprehension and improve searchability. It can also be reverse engineered, turning natural language prompts into a new segment.

SAP Emarsys regional vice president of revenue for Asia Pacific and Japan, Silvana Tagand (pictured) said, “Responsible, relevant, and reliable AI innovation has been a cornerstone of SAP Emarsys’ AI heritage for over a decade. We are committed to being a data-driven platform that boosts marketer intelligence to ensure the brands we work with stay head of the competition. Continuing this tradition, we’re relentlessly expanding the capabilities of our time-saving solutions, empowering marketers to foster true loyalty and create winning customer experiences.”

Beyond AI, the platform has also seen the introduction of WhatsApp conversational messaging, general availability for integration with LinkedIn Ads and a new unified enterprise reporting dashboard for a cross-account view of key metrics.

Updates across the SAP Emarsys partner ecosystem include a real-time SAP CDP connector available to all users for the import of data from SAP CDP to the Emarsys platform, a pilot for a new mParticle connector, enabling one-way synchronisation from the third-party customer data platform to Emarsys, plus, the Google Analytics integration becoming generally available.