Aprimo AI aims to bring speed and efficiency to B2B marketing teams’ content lifecycle

Aprimo says it wants to improve B2B marketers’ personalization capabilities and free them from manual processes with artificial intelligence technology designed to work across multiple areas of the content lifecycle. The Chicago-based firm this week introduced Aprimo AI, which combines its own proprietary machine learning with Microsoft Cognitive Services from the latter’s Azure set of cloud-based services. The company said Aprimo AI can come into play as content work is assigned, as well as when it is enriched, used and reused. According to Aprimo CMO Ed Breault, the firm’s AI offering was driven by its customers’ desire to scale to keep up with an ever more complex competitive landscape that’s driven by customer experience.  Usually this means asking your teams to do more critical thinking and deliver higher value outputs,” Breault told B2B News Network. So, Aprimo AI can come in and really take away the kind of work that is repetitive and time consuming to allow teams to get to the innovation.