Overview
In today's rapidly changing business landscape, success comes to those who stay ahead of the curve. For any life sciences organizations, this means maintaining a laser-sharp focus on marketing, brand and reputation building, and deeper, wider market penetration.
On this front, Generative AI has become a boon for marketing teams. It saves them significant time and effort in creating content and go-to-market materials for their campaigns, such as blogs, graphics, brochures, videos and more. This helps marketing professionals focus on areas that require their undivided attention.
A life-sciences major partnered with Birlasoft to engage Generative AI in the creation of first drafts of hyper-personalized visual and text-based content for promotional materials, such as videos, graphics and social media posts, based on the campaign objectives and target audience. Appropriate prompt engineering guardrails ensured that the content produced was within policy and compliance guidelines, ensuring messages and promotional materials were truthful, balanced and accurately communicated.
Understanding the content generation landscape
- As with most global organizations, the customer had multiple commercial operations teams to write blogs and publish campaign content to meet the high demand for the rapid creation of novel content for campaigns and other marketing activities.
- Creating unique content was usually time-consuming and prone to errors. It also often lacked personalization, which rendered it less effective and persuasive.
- The organization leveraged several SaaS tools and products to generate, curate and publish their campaign drafts. The sprawl of the tools added greater complexity to the process, making it challenging to meet the demand. Additionally, this meant that the organization dealt with multiple overheads from multiple SaaS tools, making the processes inefficient in terms of cost and effort.
- There was a need for an in-house platform that could help generate the first drafts of most of the content being produced by the team (e.g., brochures, videos, images, etc.). The creation of personalized first drafts could cut down the timelines and enable faster creation of unique and more effective content.
Building a Generative AI powerhouse of creativity
Birlasoft's Generative AI program with the Life sciences major involved incubating a 'Generative AI-derived first draft' approach. This was aimed at reducing manual effort and dependencies on content-creation SaaS tools.
- Rapid PoCs were delivered using a combination of several frozen and open-source diffusion models and customized chain-of-thought frameworks.
- The MVP was rolled out with an image generation application that was trained on advertorial use cases.
- An MVP for blogs and brochures drafting was created using a strong model i/o backend and LLM agent mechanism.
- The goal was to meet up to10-20 percent of novel and contextual content creation through this platform.
The tools and the stack that powered the transformation included –
- AWS Bedrock, Stable Diffusion SDXL Models, Huggingface, Midjourney, etc.
- LangChain framework for model I/O and orchestration, Python, Streamlit, etc.
- Azure Machine Learning Studio and several Azure services, such as Cognitive services.
Delivering astounding business impact and embracing a future of endless creative opportunities
The Generative AI program optimized campaign artifacts-generation for marketing and sales operations, paving the way for fast-tracked creativity and innovation.
- Content Generation Optimization – The novel content generation effort was optimized end-to-end. This empowered marketing teams to be more productive and freed up their time to focus on areas that needed their attention and expertise.
- First draft creation with Generative AI – 50-60 percent of all first drafts of brochures and other marketing operations were generated using generative AI. This reduced effort significantly slashed dependencies and overheads on several SaaS tools.
- Accelerated Go to Market – Launch and campaign time-frames were optimized by up to 30-40 percent, allowing for accelerated time to market.
- Innovation and Engagement - A D.I.Y platform for the commercial operations user communities allowed for the simulation of creative pursuits, promoting the spirit of innovation and creativity across teams.
