Indian IT services and consulting major Infosys announced on Tuesday the launch of Infosys Aster, its Generative Artificial Intelligence (AI)-enabled marketing suite to bring agility to the marketing value chain for business-to-business (B2B) and business-to-consumer (B2C) brands.
In an interview with TechCircle, Balaji Sampath, SVP and Segment Head of Marketing at Infosys, explained that Aster is a comprehensive set of AI-amplified marketing services, solutions, and platforms designed for modern marketers.
“Infosys Aster harnesses the power of AI and gen AI from Infosys Topaz to enhance marketing efforts with a focus on responsible design,” he said. Responsible design is a framework that prioritises social, environmental, and economic development through sustainable design practices.
Sampath added that Aster has led global brands to realise up to a 50 per cent increase in repeat buyers, a 30 per cent improvement in the cost of marketing operations, and a 40 per cent increase in sales.
“By using cutting-edge technologies like real-time Unreal Engine 3D, AR/VR/XR, and digital twin CGI modelling, Infosys Aster transforms the marketing value chain for both B2B and B2C brands. It leverages AI to extract insights from customer and marketing data platforms, enhancing brand experiences and engagement,” said Sampath.
He explained that through AI-amplified content, creative services, and intelligent recommendations, it creates impactful marketing activation strategies. Centralised and automated content operations streamline marketing processes, while real-time performance data analysis improves channel efficiencies. Integration of Martech and enterprise systems drives business growth, personalized outreach, and high-quality lead generation.
The solution also enhances customer interactions by utilising AI chatbots and virtual assistants to provide personalised support and real-time recommendations, ultimately improving customer satisfaction and reducing response times for a better overall experience, he said.
The marketing suite collaborates with an ecosystem of over 50 partners to deliver brand and business outcomes for leading B2C and B2B brands globally. These partners, including martech providers, creative agencies, hyperscalers, AI start-ups, and academia, drive positive impact across the marketing value chain.
According to Sampath, CMOs play a critical role alongside their C-suite counterparts in driving business growth, with a significant responsibility for managing an additional $100 billion in spending over the next three years.
“The main challenge for CMOs lies in finding the right balance between short-term pipeline development and long-term brand building. They must focus on creating personalized customer experiences while also scaling these efforts across all customers. In this context, technologies, particularly AI, can assist them in this endeavour by streamlining and personalizing large-scale marketing initiatives and also enabling immersive brand interactions, improved marketing efficiency, and accelerated growth,” he said.
Peter Bendor-Samuel, CEO of Everest Group, highlighted the value of AI for marketers, including its ability to drive personalisation and improve efficiency. He said, Infosys Aster is known for its AI capabilities and industry experience, and leverages AI and gen AI capabilities to enhance marketing effectiveness.
According to market research firm Zion Market Research’s data, the global market value of AI in marketing reached an impressive $12.5 billion in 2023. By 2030, experts predict that this market will reach around $72.1 billion, experiencing a significant compound annual growth rate (CAGR) of approximately 24.5% from 2023 to 2030.
