Over 54% of CMOs have increased their investment in genAI-powered technology to improve their marketing performance. CXM Today picked the top 10 genAI tools for campaign optimisation.
In the era of innovation where customer preferences are dynamic, C-suite leaders are constantly investing in genAI-powered tools to enhance the results of their marketing campaigns. A Gartner survey revealed that over 54% of CMOs have increased their investment in genAI-powered technology to improve their marketing performance.
From the introduction of Mailchimp’s Intuit Assist for email campaign optimisation to Infosys Aster’s GenAI-amplified marketing capabilities, this disruption continues to thrive.
Delving into the CX-focused genAI advancements made over the past two years, CXM Today picked the top 10 genAI tools for campaign optimisation.
How to choose the right GenAI-powered campaign orchestration tool?
The following criteria can be considered before opting for a genAI campaign tool:
- Can the tool natively integrate all the potential channels? If not, how much time, effort, and budget will integration require?
- Does the vendor have a defined path toward increasing marketing maturity? What tools, capabilities, and support does the tool vendor offer to support this progress?
- Which specific capabilities does the vendor offer to support customer journey management post-sale?
Top GenAI-Powered Tools for Optimal Campaign Performance
1. Adobe’s Genstudio
Adobe GenStudio is a genAI-first marketing tool empowering teams to quickly plan, create, manage, activate, and measure on-brand content to maximise impact. Officially launched in late March 2024, GenStudio leverages Adobe Firefly’s capabilities to efficiently produce high-quality content while adhering to brand guidelines, including customer persona. As a consequence, the tool ensures that AI-generated copy and images are relevant, on-brand, and aligned with the chosen customer segments.
2. Einstein GPT by Salesforce
In early June 2023, Salesforce launched Einstein GPT, followed by Marketing GPT and Commerce GPT. With Marketing GPT, marketers can automatically generate personalised emails, smarter audience segments, and marketing journeys. Commerce GPT enables brands to deliver personalised shopping experiences and tailored offers that adapt to their customers’ ever-changing needs, using GPT-powered dynamic buying journeys.
3. Intuit Assist for Mailchimp
Debuted in early September 2023, Intuit Assist is a genAI-powered marketing assistant that enables enterprises to generate content and seamlessly personalise their marketing strategy at scale.
Using its AI-backed assistant, ecommerce marketers can automate their campaigns based on real-time and historical customer data insights, offering hyper-personalised recommendations to over 100 million customers. Within its email builder, marketers can choose commands such as extend, modify tone, condense, fix spelling/grammar errors, or request specific changes like “reformulate this into a brief product launch announcement.”
4. Infosys Aster
Launched in June 2024, Infosys Aster is a genAI-amplified marketing suite delivering engaging brand experiences, enhanced marketing efficiency, and accelerated effectiveness for business growth. For instance, marketers can develop app-based promotional campaigns using its AI-backed predictive insights.
5. Jasper AI Copilot
Jasper AI Copilot is part of Jasper for Business, offering genAI-powered features for optimising marketing campaigns in minutes. Leveraging its genAI-powered image creation features, enterprises can create customised brand voices. In late August 2023, Jasper partnered with Google Workspace, Webflow, Zapier, and Make to leverage AI as part of an omnichannel strategy, offering on-brand AI for faster campaign creation.
6. Merlin AI by Moengage
Launched in April 2024, Merlin AI combines the creative prompts of Open AI (GPT LLM) with campaign performance to maximise engagement and deliver impactful campaigns. It provides context-based audience analyses of past campaign performance by considering the positive and negative impact of certain keywords. As a consequence, marketing can build high ROI-driving campaigns to gain a competitive advantage.
7. Netcore Gen AI Co-Marketer
Encouraging marketers to amplify their brand impact and customer engagement, Netcore launched its genAI-powered marketing tools in early October 2023. With Netcore’s Gen AI Co-Marketer, brands can generate copy for various marketing channels automatically. Additionally, they can build targeted segments in a fraction of the time, and orchestrate connected customer journeys based on preferred outcomes in seconds.
8. Sprinklr AI+
Foraying its entry into the genAI-powered marketing tools category, Sprinklr launched Sprinklr AI+ in May 2023. Utilising the technologies of Google Cloud’s Vertex AI and OpenAI, the tool offers Sprinklr Insights, Sprinklr Marketing and Sprinklr Social suites to build use cases like content ideation, copy creation and review, translation and more.
9. Sage AI by Braze
Unveiled in late June 2023, Sage AI is a GPT-backed tool for mobile app marketers to enhance their campaign automation, personalisation, and prediction capabilities. Its AI recommendation engine allows brands to create hyper-personalised messages leading to increased revenue and stronger brand loyalty. Utilising its genAI capabilities, marketers can build SQL reports and unlock granular insights from plain text prompts.
10. SAS Customer Intelligence 360
SAS Customer Intelligence 360 empowers marketers with genAI-powered assistant for streamlining marketing planning, journey design, content creation, and ad development. In mid-June 2024, SAS launched its new AWS-backed genAI tools on its existing Customer Intelligence 360 platform. Leveraging its latest capabilities, marketers can create audiences and pair them with precise, tailored messages and offers.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
