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November 10, 2023

Dotdigital innovates with Microsoft’s responsible AI to drive creativity and engagement for marketers

Dotdigital are building on the secure foundations of Microsoft Azure to innovate creatively with Azure OpenAI and GPT-4. “It allows them to get inspiration quickly, focus on what matters, improve engagement and provide new ideas for campaigns. But, most importantly, it’s simple and effective,” states Vanessa Golz, Director of Customer Success EMEA at Dotdigital.

Dotdigital Group

Dotdigital innovates with Microsoft’s responsible AI to drive creativity for marketers


For more than 20 years Dotdigital has been working with brands to improve their marketing and engagement. Today, it looks after more than 4,000 brands globally across 150 countries. To achieve this, Dotdigital continues to innovate its customer experience and data platform to meet the demands of brands and consumers, who expect seamless, relevant, instantaneous connections wherever they are.
 

Responsible AI is the next frontier to drive competitive advantage


Steve Shaw, Chief Product & Technology Officer at Dotdigital, explains that marketers are facing significant challenges. “How can they keep demonstrating return on investment? How can they continue to spark creativity in their content?” he asks. 


For Dotdigital, the answer lies in Microsoft’s next generation of artificial intelligence (AI) technologies, including Microsoft Copilot and Azure OpenAI. Dotdigital is already exploring their potential and leveraging the exciting new possibilities for the benefit of its customers. 


Simon Letch, Software Development Manager at Dotdigital, explains, “As champions of innovative technology, we understand the importance of investing in areas that enable us to move with the times.”
 

AI offers myriad potential use cases for marketers 


Steve Shaw is excited about the diverse possibilities to leverage responsible AI to answer the challenges with which today’s marketers are grappling. He says, “Our customers have so much data and what we really empower them to do is bring that data into our platform to be able to generate fantastic experiences. I think this is where we really see AI being able to come into the best use cases.” 


Early innovations include integrating Microsoft’s responsible, generative AI solutions with the Dotdigital platform to offer AI-driven inspiration and advice for marketers. This includes an email campaign assistant and a subject line assistant, both of which are live and already adding value. 


“It’s a natural starting point for us to look at how we can optimise emails because the channel is so widely used,” explains Steve Shaw.  


“It provides at least a couple of tips for how you can go further with engagement,” explains Sahil Kotecha, Group Product Manager (Insights), at Dotdigital. “It will give you an analysis of the tone so that you can make sure you’re on the right track and you’ve spoken in a way that resonates with your audience.”
 

Responsible AI is already delivering value for customers  


“We’re really proud of how WinstonAI has already had such a big impact on customers,” emphasises Sahil Kotecha. 


Vanessa Golz, Dotdigital’s Director of Customer Success EMEA, adds, “It allows them to get inspiration quickly, focus on what matters, improve engagement and provide new ideas for campaigns. But, most importantly, it’s simple and effective.” 


The Dotdigital team has worked closely with Microsoft throughout the project and have been pleased with the speed of innovation. 
 

AI must be used responsibly


“Implementation was quick and easy,” enthuses Simon Letch. “We worked with Microsoft specialists, who reassured us that we are using AI responsibly.”  


Sahil Kotecha, agrees, “The future of AI is exciting: we’re really looking forward to building on this. There are so many different opportunities with GPT-4 and content generation. We know that, working with Microsoft, the possibilities will be endless.”

“The future of AI is exciting: we’re really looking forward to building on this. We know that, working with Microsoft, the possibilities will be endless.”

Sahil Kotecha, Group Product Manager (Insights), Dotdigital

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