Elizabeth Rutledge - Using AI at American Express to democratize insights, ease marketers' jobs, personalize content - video Dailymotion

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Transcript

00:00I feel very passionate about the capability and the technology and I think about it in three

00:04distinct ways. First, in terms of the democratization of insights, because I think

00:11that's where a great campaign always starts in terms of a core relevant insight. The second way

00:18we're using AI right now is in terms of making sure that the marketer's job is easier to do

00:24from beginning to end. And then the third way, which I know is a lot of what you were talking

00:28about, Gulen, is really all around how can we leverage that capability to get personalized

00:34content. So three very important ways that we're really focused on leveraging that capability.

00:39When you're talking about insights, what insight are you getting from AI and how is it working?

00:45So for us, again, really based on, and I'll share where I started in terms of those passion

00:54points, right? And just what matters most in the moment, in the travel experience, in the dining

01:00experience, and being able to sort of cull out those insights in terms of that customer journey

01:06and what our millennials and Gen Zs want. And it wouldn't surprise you in terms of, if we think

01:11about Coachella, they want to get in as fast as possible. They want exclusive merchandise.

01:17They want a respite in terms of sort of our lounge. So all of those insights, we're sort

01:22of leveraging to create the perfect experience for them.