How Rokt’s New AI-powered Tool Helps Advertisers Maximize ROAS, Enhance Customer Experience
As the holiday season approaches, the fashion industry is actively seeking new innovative tools to help enhance the customer experience and create more personalized shopping interactions, a demand that consumers are increasingly asking for.
In fact, research by consulting firm McKinsey & Company shows that 71 percent of consumers expect personalized interactions from companies, and 76 percent become frustrated when that expectation is not met.
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To address this challenge and foster a more engaging customer experience, software development company Rokt launched ACE, a new AI-powered tool. Released on Tuesday, this adaptive content engine utilizes generative AI and proprietary large language models to allow advertisers to automatically customize message attributes — like headlines, text and calls-to-action — by customer segment, ensuring that every message is “optimized and highly relevant” to its intended audience, according to the New York-headquartered company.
ACE will leverage an advertiser’s first-party data, including demographic information, payment preferences and shopping history, to tailor messages for each segment.
This approach not only empowers advertising and marketing teams to maintain full control over their campaigns — enabling them to approve, modify or reject each message variant before distribution — but also helps maximize their return on ad spend.
“Marketers need tools that free them from having to manually revise every message hundreds of times to appeal to different customer segments, but still keep them in full control of their content,” said Noel Curtis, senior vice president of engineering at Rokt. “ACE is designed to augment the power of human creativity by making it effortless to generate multiple ad variants, each customized based on first-party data and intelligence gleaned from the more than 4.6 billion transactions Rokt will power in 2024 alone.”
This news was announced just two months after Rokt rolled out its partnership with Macy’s to advance its Macy’s Media Network, a relatively new source of revenue for the company and its Macy’s and Bloomingdale’s divisions.
Through the Rokt partnership, shoppers on macys.com will receive personalized offers from non-endemic advertisers including Hulu, Paramount Plus, Apple TV, HelloFresh and Vogue. The ad appears after the customer checks out, but before the order confirmation pops up. Rokt examines customer data provided by Macy’s to better inform decisions on what types of offers specific Macy’s customers are likely to respond to.
“It’s fully scaled to macys.com but we continue to iterate and make changes to improve the performance of the ad placement,” Michael Krans, vice president of Macy’s Media Network, told WWD, adding that Macy’s originally started testing its partnership with Rokt last fall, and with a phased approach to testing and integration, slowly ramped up exposure to additional portions of Macy’s traffic online.
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