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Dive Brief:

• Merkle launched a new messaging solution called Intelligent Messaging that blends artificial intelligence (AI) assistance and human interaction to create unified brand experiences, per a press release.

• Intelligent Messaging is meant to create turnkey chat experiences across social and messaging platforms and deliver always-on conversational interactions throughout the customer journey.

• Operating across six key services areas, Intelligent Messaging will also benefit from an existing partnership between Merkle parent Dentsu and Meta for the Meta Messaging Alliance, which offers clients access to alpha and beta products. 

Dive Insight:

Merkle, Dentsu’s data-driven customer experience management company, is bringing the best of both worlds from AI and human interaction together for its Intelligent Messaging solution, a tool that could offer advertisers an added layer of convenience for their messaging efforts without losing out on the benefits, like reassurance, of a human touch. The move is an indicator of how companies continue to bet on the potential of buzzy AI technology while also recognizing areas where the tech may fall short.

The Intelligent Messaging solution operates across six key service areas and offers the ability to craft a tailored messaging strategy that includes messaging with intuitive, human-like persona development, conversation flows, branching narrative and behavior-based experiences. Additionally, AI-powered chatbots, synthetic humans and a human-powered team is available for support.

Other features of the solution include the ability to easily integrate with e-commerce and CRM platforms including Salesforce, Adobe and Braze. Additionally, customers have the ability to click directly from an ad to a one-to-one message through Messenger, WhatsApp or Instagram.

“Brands are seeking ways to make experiences more personal, make shopping more seamless, and shorten the path to purchase,” said James Riess, senior vice president and general manager of loyalty and messaging experience at Merkle, in a statement. “Our new global solution, Intelligent Messaging, can be seamlessly integrated into existing plans, enabling brands to forge deeper connections with customers, enhance customer satisfaction, and generate lifetime value.”

Through the global Meta Messaging Alliance, Dentsu, Merkle and Meta clients will also have access to alpha and beta products across Meta Business Messaging platforms. Dentsu additionally is the first global agency network solution provider for WhatsApp Business, allowing Dentsu and Merkle clients to leverage the conversion potential of the channel through seamless customer journeys across media, customer engagement and service, per the press release.

The Intelligent Messaging solution is part of Merkle's CRM & Messaging offering and incubated by the Dentsu Integrated Solutions group.