The customer experience management startup Merkle has released Merkle GenCX, a new generative artificial intelligence (AI) product. To provide a better customer experience, this service leverages on the first-party data of its clients to better understand consumer interactions, behaviors, and engagements.

Merkle is a fully owned subsidiary of Dentsu Aegis Network, and its enterprise-grade Azure OpenAI architecture serves as the foundation for its Merkle GenCX solution. The solution uses large language models (LLMs) to leverage clients’ confidential data in order to create big knowledge models (LKMs). Through an easy-to-use chat-based interface, this will aid in driving insights and developing unique recommendations.

We have created exclusive Large Knowledge Models by utilizing the strength of next-generation AI models trained on its existing data. According to Navin Dhananjaya, chief solutions officer of Merkle, “These models draw insights from their own data, with learnings extracted from the US population, empowering organizations to seek help for efficiently creating, hence providing rapid and dependable client experiences.”

To assist marketers in gaining insightful information, generative AI LKMs can be trained on enormous volumes of performance data and by syncing correlations between all variables. This feature is used by Merkle GenCX to quickly create audience and segmentation based on data.

Brands have a huge chance to use the technology to inform and create relevant, personalized experiences at scale, leveraging first-party data, as AI continues to develop. Shirli Zelcer, global head of analytics and data platforms at Merkle, said that Merkle GenCX enables businesses to interact with their customers personally and acquire a significant competitive advantage.

According to a McKinsey analysis published in June on the economic effects of generative AI, the technology has the potential to boost the global economy’s value by trillions of dollars. The business examined 63 use cases and found that generative AI might add between $2.6 trillion and $4.4 trillion yearly.