AI and machine learning added to dotDigital platform

Marketing automation technology company dotDigital announced a range of upgrades to its Customer Experience and Data Platform (CXDP) on Thursday, including the integration of advanced artificial intelligence (AI) and machine learning capabilities.

The AIM-traded firm said the updates included the introduction of AI-powered campaign creation functionality, leveraging GPT-3.5 technology.

It said the generative AI system would offer marketers recommendations and creative inspiration, aiding them in enhancing campaign content while saving time.

DotDigital's upgraded platform would also incorporate a set of predictive analytics, powered by machine learning algorithms.

The company explained that the analytics would delve into customers' historical purchasing behaviour, extracting actionable insights for marketers.

With the new feature, dotDigital said its customers could gain a deeper understanding of the appropriate actions to take, and the ideal timing to execute them.

The insights provided by the platform would include predictions of when a customer was likely to complete their next purchase, identifying customers at risk of leaving, and the identification of high-value customers likely to spend more over time.

“Today's launch puts cutting-edge AI at the fingertips of marketers and represents a significant leap forward as it is seamlessly baked into their day-to-day campaign processes,” said chief product and technology officer Steve Shaw.

“This makes it infinitely more usable than AI implementations seen elsewhere and ultimately improves how effective our customers' digital marketing efforts are.

“Our models are powered by Microsoft Azure's OpenAI GPT-3.5 service which provides the security and enterprise promise of Azure, so our customers can be sure they are adopting AI responsibly.”

At 1502 BST, shares in dotDigital Group were down 1.22% at 88.9p.

Reporting by Josh White for Sharecast.com.