By leveraging data-driven insights and Generative AI, businesses can deliver customized content and interactions that captivate their audience and drive lasting loyalty. However, organizations often face challenges in efficiently leveraging their domain expertise and unique data to develop machine learning models that can deliver accurate and personalized customer experiences. The process of harnessing their specialized knowledge and data assets to create tailored recommendations and customer experiences within short time frame and delivering it at scale for highly targeted audiences are challenging. Overcoming these challenges is crucial for companies to remain competitive and forge deep connections with their customers.

The collaboration between Adobe Experience Platform (AEP) and Amazon Web Services (AWS), combined with Merkle's Bring Your Own Model (BYOM) accelerator, is revolutionizing the way companies approach personalization. This powerful integration empowers brands to optimize marketing efforts, increase customer engagement, and unlock sustainable growth opportunities.

Why Adobe Experience Platform (AEP)?

Delivering personalized experiences at scale requires a centralized and connected data foundation. Adobe Experience Platform is that foundation, and it’s powering the next generation of customer experiences. Adobe has taken customer experience innovation one step further by rolling out a set of applications built natively on Experience Platform, providing you best-in-class tools for insights, engagement, audience creation and activation, omnichannel customer journey analysis, and journey optimization. AEP also provides flexibility to customers to explore and craft high quality datasets using their Data Distiller Features Pipeline offering to enhance their own AI/ML models built outside AEP. Data scientists and data engineers can now use this feature to access rich customer datasets and extracted features to improve their AI/ML models to build predictions using Amazon SageMaker and use the scores in AEP to personalize at scale. 

Key reasons why customers choose AI/ML on AWS

With enterprise-grade security and privacy, a choice of leading foundation models, a data-first approach, and the most performant, low-cost infrastructure, organizations trust AWS to deliver everything they need to accelerate generative AI powered innovation.  

From startups to enterprises, organizations of all sizes are getting started with generative AI. They want to capitalize on it, and translate the momentum from betas, prototypes, and demos to real-world innovations and productivity gains. But what do organizations need to bring generative AI into the enterprise and make it real. When we talk to customers, they tell us they need security and privacy, scale and price-performance, and most importantly solutions that are relevant to their business. With enterprise-grade security and privacy, a choice of leading foundation models, a data-first approach, and the most performant, low-cost infrastructure, organizations trust AWS to deliver everything they need to accelerate generative AI powered innovation. AWS is putting generative AI at the fingertips of every business so organizations of all sizes can build new applications that enhance employee productivity, transform customer experiences, and open up new business opportunities.  

BYOM: Seamlessly Integrating Custom ML Models into AEP Workflows

The BYOM accelerator, developed by Merkle in collaboration with AWS, is a game-changer in the world of personalization. It seamlessly integrates AEP's Feature Pipeline with custom-built machine learning (ML) models, unlocking the full potential of customer data and enabling businesses to generate real-time insights, personalized interactions, tailored recommendations, and optimized marketing campaigns.

By leveraging AWS services such as Amazon SageMaker, Amazon S3, and Amazon Redshift, BYOM provides the infrastructure and tools needed for successful ML model implementation. This integration allows organizations to leverage their domain expertise and unique data, resulting in more accurate and personalized outcomes.

The Merkle accelerator approach streamlines the deployment of AWS services and establishes the necessary pipelines for BYOM implementation, ensuring seamless integration between AEP and the AWS ecosystem. This productized approach empowers businesses to swiftly tap into the complete capabilities of AEP, driving sustainable growth and exceptional customer experiences.

Enhanced Personalization and Optimized Marketing Campaigns

The BYOM accelerator, combined with AEP and AWS services, enables the creation of highly targeted audiences, personalized recommendations, and optimized outbound messaging. Digital marketing teams can utilize the updated propensity scores as customer attributes to build and export audiences to AEP destinations, allowing them to generate lookalike audiences and deliver personalized content.

The integration of custom ML models with AEP workflows also empowers the campaign delivery team to implement AI-driven win-back campaigns. These campaigns leverage personalized product recommendations through the integration of AWS and Adobe solutions, effectively re-engaging customers at risk of churn.

Unlocking the Full Potential of Data and AI

BYOM's seamless data preparation capabilities, accelerated time-to-market, and enhanced personalization features empower businesses to unlock the full potential of their data and AI investments. By seamlessly integrating custom ML models into AEP, organizations can leverage their domain expertise and unique data, resulting in more accurate and personalized customer experiences.

LLM Advancements Accelerator: Boosting Personalization and Engagement with BYOM and Generative AI

Merkle’s LLM Advancements Accelerator combines Bring Your Own Model (BYOM) with Generative AI to enhance customer personalization. Using AWS-powered BYOM and Adobe Experience Platform (AEP), marketers create targeted segments and automate content creation, optimizing engagement and conversions. Integrated with Amazon Titan and Adobe Journey Optimizer (AJO), this setup personalizes emails at scale, improving KPIs like open and click-through rates. Tested in a loyalty campaign, it increased engagement by encouraging upgrades in loyalty tiers and points accumulation.

Enhanced Personalization and Optimized Marketing Campaigns

The BYOM accelerator, combined with AEP and AWS services, enables the creation of highly targeted audiences, personalized recommendations, and optimized outbound messaging. Digital marketing teams can utilize the updated propensity scores as customer attributes to build and export audiences to AEP destinations, allowing them to generate lookalike audiences and deliver personalized content.

The integration of custom ML models with AEP workflows also empowers the campaign delivery team to implement AI-driven win-back campaigns. These campaigns leverage personalized product recommendations through the integration of AWS and Adobe solutions, effectively re-engaging customers at risk of churn.

Conclusion

Merkle’s AWS-powered accelerators provide a comprehensive toolkit for data-driven personalization and customer loyalty. The Seamless Data Preparation (SDP) Accelerator streamlines data integration with AEP, while the Identity Accelerator unifies customer IDs across touchpoints. BYOM and LLM Advancements enable scalable, automated content personalization, enhancing engagement and conversions. Data clean rooms enrich insights for targeted marketing, while maintaining privacy compliance. Together, these tools simplify data management, improve personalization, and boost customer experience, driving loyalty and conversions in today’s complex digital landscape.