How Verisk is building a digital-first future

Marketing AI is now an enterprise reality. When organizations enable their core platforms and systems with generative AI capabilities, marketing teams can move quickly to engage customers through relevant experiences and content. However, success depends on a modern, data-ready foundation that allows the business to evolve as future technologies become available. This was the key takeaway of a well-attended breakout session with speakers from Infosys and Verisk, held at Sitecore Symposium 2024.

To kick off the discussion, Bruno Soeiro, Head of Infosys Aster Marketing AI & GenAI in Europe, shared findings from a recent global survey of more than 10,000 enterprise CMOs– 71% of brands are running personalized campaigns and communications, but fewer than 50% are leveraging enterprise customer data management, proactive advice and recommendations, and data-driven micro-segmentation. “It pays to deliver better experiences, but a large proportion of brands aren’t integrating customer data into their GenAI strategies,” Soeiro said.

As a provider of risk assessment solutions to financial industries and governments worldwide, Verisk took this perspective to heart as it launched a digital transformation initiative to reduce its own business risk and improve time to market on new products. “We’re looking to move away from how we’ve done things for the past 50 years and build a modern architecture and platform to utilize AI and machine learning,” said Boris Brodsky, AVP of Digital Products at Verisk. “We want to build a platform that goes beyond segmentation and is tailored to individual users.”

This is where Sitecore and Infosys come in. Infosys Aster is a new ‘AI-amplified’ marketing suite that helps enterprises adapt swiftly to market changes, drive long-term success, and maintain a competitive edge in today's dynamic landscape. For Verisk and other Infosys customers, the suite promises to deliver engaging brand experiences, enhanced marketing efficiency, and accelerated business growth. “We’ve incorporated more than 400 assets and an ecosystem of over 50 partners delivering brand and business outcomes for leading brands worldwide – and we’ve put Sitecore at the fore of what we do in this area,” said Prashant Gandi, AVP Group Engagement Manager for Infosys.

By providing an integrated, real-time view across customers, brands and channels, Infosys aims to drive AI-led marketing transformations across three areas: personalization, conversational AI, and composable architectures:

• Enabling personalization with generative AI allows Infosys to give its enterprise customers the power to deliver engaging brand experiences.
• Conversational AI provides for enhanced marketing efficiency through improved service and lower costs.
• And composable architectures ensure adaptability, accelerating future growth.

As the breakout session continued, the three speakers briefly discussed each of these areas.

Brodsky described how Verisk quickly realized that most of its data and content assets are hidden and not accessible to the right user at the right time. The new marketing AI capabilities from Infosys and Sitecore promise to make Verisk’s content more efficient and dynamic, for an optimal visitor experience that knows, guides, and shows the user how to proceed.

Brodsky also noted, the once-distinct fields of search and personalization seem to be merging. Some users who know what they are looking for will go to a traditional search page, while other users need a more conversational approach to discover what they need in that moment.

“Verisk has an opportunity to craft experiences for the individual,” said Infosys’ Gandi. As the discussion turned to composable architectures, he explained, “If you don’t know what the future is going to look like five or eight years from now, it’s extremely important to create an architecture that makes swapping out a technology or a component or approach easier, so you can continue to deliver those orchestrated journeys to customers, delivering the technologies as they become available.”

Brodsky agreed, adding that he sees unified data as the way to futureproof a new system. “As long as the data foundation is there, Verisk can implement a product like Sitecore Personalize and start personalizing our content not on day 50 or day 355 – but on day three. That’s the promise of composability, and we’re excited to start on the journey.”

Find out more about how AI is transforming marketing, from strategy to campaigns.