Driving Marketing Innovation Using Generative AI from AWS with Launchmetrics

Businesses do their best to align customer perception with brand intention, but in a connected world, that’s easier said than done. Billions of people are constantly reevaluating brands online, which can make it difficult for marketers to know how their companies are perceived. That’s the challenge that Launchmetrics, a marketing company driven by artificial intelligence (AI), helps fashion, lifestyle, and beauty brands resolve.

When generative AI services became available on AWS, Launchmetrics jumped right in and began using Amazon Bedrock, a fully managed service for building and scaling generative AI applications with foundation models. “With generative AI, what we’ve seen is that it’s an excellent resource to help us improve the interpretation of the model results,” says Pau Montero Parés, chief technology officer of Launchmetrics.

Launchmetrics designed a two-step process to analyze brand data. First, it uses ML to identify keywords used to describe brands online. By processing tens of millions of chunks of text, Launchmetrics picks up on subtle changes in public perception. It then uses LLMs to score the trends it identifies by connecting them to brand dimensions. For example, if there is a lot of internet chatter about shoe quality, Launchmetrics determines the degree to which this is linked to its footwear fashion brands. After conducting this analysis, Launchmetrics uses generative AI to turn its insights into a story that marketing professionals can understand without data science expertise. “We are attacking and understanding concepts that were completely out of reach a few months ago,” says Parés. “That’s a game changer.”

Using generative AI on AWS, Launchmetrics has delivered benefits across multiple fronts. It has sped up prototype development from as long as 5 months to just a few weeks while increasing the quality of its supervised learning tools. Moreover, the company has gained the ability to create synthetic data sets for new brands that have little online presence. “This gives us the capability to move from managing hundreds of brands through AI to thousands, which is a huge change for us,” says Parés.

Launchmetrics has found that generative AI improves the quality of its data interpretation tools. It also delivers valuable insights into concepts that are difficult to define and build algorithms to analyze. Using generative AI, brands can understand crucial concepts that are inherent to their brand identity, such as femininity, masculinity, and creativity. “LLMs and generative AI technologies have an understanding of these concepts, and that’s a super powerful tool,” says Parés.

Check out “Driving Advertising and Marketing Innovation with Generative AI” for more information.