In today’s dynamic business landscape, AI has emerged as a game-changing force, offering marketers unparalleled opportunities to enhance customer engagement, optimize campaigns, and drive meaningful growth. Join us as Isabelle uncovers the true value of AI in marketing and the key factors for successful AI adoption. Move beyond the buzz to discover smarter content creation, advanced segmentation, and automation. Key Takeaways: 1. Learn about micro segmentation. AI can help and be a multiplier effect in world where micro-segmentation and hyper-personalization will become the norm.2. How to use Generative AI: Crafting tailor-made content for each user segment, ensuring the message feels authentic and natural.3. Understanding the customer journey, analyzing touch points to predict behavior in a multidimensional world.

1. KEYNOTE
Michael Letschin
VICE PRESIDENT PRODUCT AND
SOLUTIONS MARKETING
BREVO
Revolutionizing
Marketing - Harnessing
the Power of AI
DALLAS, TX ~ NOVEMBER 2 - 3, 2023
DIGIMARCONTEXAS.COM | #DigiMarConTexas

2. Revolutionizing Marketing
Harnessing the Power of AI

3. Michael Letschin
VP, Product and Solutions Marketing
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4. About Brevo
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5. 5
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The most approachable CRM that goes every
business a chance to fulfill its potential.
500k
Customers
$100M
ARR

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Products to fuel your growth
Marketing
Platform
Conversations Sales Platform
● Email
● SMS
● WhatsApp
● Live chat
● Chatbot
● Universal inbox
● Sales pipelines
● Meetings
● Phone
● Automation
Transactional API
● Email API
● CMS integration
Brevo Plus
● Master and sub-
accounts solution
● Customized and
centralized
dashboards
● Mobile wallet

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Agenda 01 The Evolving Marketing Landscape
02 How AI is Changing Marketing
03 Marketing Use Cases
04 Preparing for the Future
05 Q&A

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Between Feb 2022 and June 2023,
web searches related to AI
increased by 900%*.
*Source: The Brains, Google Trends - Feb-June 2013

9. The Evolving
Marketing
Landscape
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01

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The Martech Solution Landscape More than
11,000 apps in 2023*
AI powered
● Chatbots
● Inbound call
● Marketing
campaign automation
● Marketing mix
analysis
● Online merchandising
● Pricing
● Recommendations
● Web analytics
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*Source : Chiefmartec, 2023

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How AI is
Changing
Marketing
02

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● Artificial intelligence (AI) makes it possible for
machines to learn from experience, adjust to new
inputs and perform human-like tasks.1
● AI stands for "Artificial Intelligence." It refers to the
simulation of human intelligence in computers and
other machines. AI systems are designed to perform
tasks that typically require human intelligence, such
as learning, reasoning, problem-solving,
understanding natural language, and recognizing
patterns.2
What is AI ?
1 Source : SAS - Oct 2023
2 Souce: Chat GPT - October 2023

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AI vs Automation in Marketing
Artificial Intelligence Automation
Logic
Based on large data set and evolving
in real time with new data
Not needed, based on predefined
rules
Timeline Forecast, Predictions Repeatable
Focus Creation Productivity

14. 14
Traditional AI: A Brief Overview
Analyze large data set to identify patterns and
follow rules
● Chatbot, Siri, Alexa etc.
Generative AI: The Next Frontier
Ability to create outputs in different format:
text, images, music, computer code, etc.
● GPT-4 - Natural language
● Dall.E 2 - Image
Traditional & Generative AI

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More than 60% of marketers
have used AI in their marketing
activities*.
*Source : Influencer Marketinghub - 2023

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Generative AI is Adopted at an
Unprecedented Speed
Large quantities
of data and new
algorithms to
train adaptive
models opened up
new opportunities
for AI.
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Source : Demand Sage, Sept 2023

17. 17
The Generative AI Market Map
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Source: Sequoia, Sep 2023
Reflects the market's evolution
from technology hammer to
actual use cases and value, and
the increasingly multimodal
nature of applications.

18. Marketing
Use Cases
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03

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Marketing Use Case for AI
MICRO
SEGMENTATION
CONTENT
CREATION
CUSTOMER
JOURNEY
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● 71 % of consumers expect companies to deliver
personalized interactions.
● 76% of consumers get frustrated when
personalized interactions doesn’t happen.
Micro Segmentation
Source: Mckinsey, May 2023
Customer Acquisition
Cost
Marketing ROI
50%
10 to
30%
Revenue
5 to
15%

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● 52% of business leaders are currently
using AI content generation tools as part
of their content marketing strategy,
while 64.7% will have tried it by the end
of 20231.
● 43% of marketers agree that AI speeds
up the content creation process2.
Content creation
1 Source: SiegeMedia, Mar 2023
2 Source: BusinessDIT, May 2023

22. 22
AI subject line demo

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AI email body text demo
- Coming up soon
AI text generation &
improvements
● Headlines
● Paragraph
● Button Text

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Touch Point
Touch Point
Touch Point
Touch Point
Touch Point
Touch Point
Touch Point
Touch Point
Touch Point
Touch Point
CONSIDERATION
AWARENESS ADOPTION
ACQUISITION LOYALTY
Customer Journey
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25. 25
Customer Journey with AI
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AI Marketing
Reach
Customer
Interactions
and
Value
Over
Time
Time
Act Convert Engage
Machine Learning
Propensity Model
AI Application
1
2
3
4
5
6
7
8
9
10
11
12 13 14 15
1. Machine Learning
2. Programmatic media bidding
3. AI generated content
4. Voice search
5. Propensity modeling
6. Ad targeting
7. Predictive analytics
8. Lead scoring
9. Dynamic pricing
10. Re-targeting
11. Web and App personalization
12. Chat Bots
13. Predictive customer service
14. Marketing Automation
15. 1:1 Dynamic content emails
Demand generation
and purchase intent
1st Purchase
Indecisive
customer
Repeat
customer
Loyal
customer
Lapsed
customer

26. 26
Send at best time - email
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Send at best time - Automation

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Preparing
for the Future
04

29. 29
Business
Data
Relevance
Data Quality and Quantity
Ready to Use
– Standalone
– Productivity
Customizable
App with
Integrations
Built in House
– Predictive
– Differentiator
● AI is based on past data;
innovation is forward
looking.
● A long-term commitment
with ongoing data
feeding is needed to
maintain the
performance of the
model.
Choosing the Right AI Level
of Commitment
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30. Key takeaways
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31. 31
Key takeaways
AI PROFICIENT STAFF
RELEVANT AND
PROPRIETARY DATA
STRATEGIC
USE OF AI
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32. 32
AI-Powered Marketing for Black
Friday Success
Get started with Brevo!
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33. Q&A
33

34. Thank you!
34
Michael Letschin
VP, PMM & SMM
LinkedIn
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