GenAI在零售营销和运营自动化中的应用：从数据到参与

WhitepaperJuly 2025 GenAI in Retail Marketing andOperations Automation: FromData to Engagement Unlock the future of retail marketing automation with GenAI forseamless omnichannel customer experiences. Contents 01Executive Summary02The Retail Marketing Shift03The Retail Marketing Challenge•Cultural Disconnect•Influencer Controversy•Operational Breakdown04Operational Bottlenecks in Retail Marketing Teams05The Need of the Hour06Our GenAI-powered Solution1.Marketing Data Foundation (MDF)2.AudienceMatchAI3.Content Hub4.Social Media Command Center•Strategic Business Impact•Technical Architecture•Success Stories 07Conclusion The retail landscape is undergoing a profound transformation. Consumersexpect brands to provide intelligent, personalized omnichannel customerexperiences that are seamless and consistent across every channeland interaction. However, many retailers are constrained by traditionalmarketing technology systems that are ill-equipped to meet these risingdemands. Legacy tools struggle to adapt to fast-changing consumerbehaviors, fragmented channel ecosystems, and the need for real-timeresponsiveness. This often results in missed opportunities, culturalmissteps, and a failure to connect meaningfully with customers, ultimatelyeroding loyalty and market share. 01 Retailers need modern marketing technologies that provide real-timeinsights, precise response, and continuous optimization of engagementstrategies. Platforms that leverage AI in retail marketing, modular designs,and real-time content generation, enable retailers to turn insights into timely,targeted action. This whitepaper explores the evolving demands of retail marketing,highlights real-world examples and operational pressures in deliveringtimely, personalized, and consistent omnichannel customer experiences,and introduces our intelligent marketing platform as a strategic solution.Designed and developed for retail, the solution empowers your marketingteams to unify data, engage customers with precision, and scaleomnichannel campaigns faster and more effectively, driving measurableresults and long-term brand value. GenAI in Retail Marketing and Operations Automation: From Data to Engagement The Retail Marketing Shift02 Retail marketing is rapidly transforming in response to shifting consumerexpectations and technological advances. Gone are the days whenseasonal campaigns and batch-and-blast emails were sufficient to engageconsumers. Today, success hinges on delivering micro-targeted, real-timeexperiences across multiple touchpoints. Today’s consumers expect brandsto provide relevance, speed, and continuity at every touchpoint. This elevated expectation has reshaped how retail marketing teamsoperate. Traditional campaign management tools have given way toAI-powered engines. Static content systems are being replaced by dynamic,intelligent content hubs. Marketing operations are no longer isolated silos;they are deeply integrated with data science, analytics, and customerexperience platforms. Example scenario 1: A leading fashion retailer in the UK notices a sudden spike in online searchesrelated to sustainable fabrics and eco-friendly collections. Within hours,the marketing team leverages generative AI (GenAI) to generate localized,sustainability-themed content tailored to different regions and deploys itacross social channels, mobile apps, and email campaigns, demonstratingthe power of retail marketing automation and AI-driven personalization. Example scenario 2: A North American convenience retailer uses machine learning to segment itscustomer base by purchase patterns, automatically triggering personalizedpromotions for everyday essentials through SMS, app notifications, andloyalty-driven email offers. This is a prime example of consumer behavioranalytics at work. What was once aspirational is now expected. To meet this new standard,retail marketers need tools that are as agile and intelligent as their customersare. Hexaware’s intelligent marketing platform for retail is purpose-built todeliver personalized, real-time experiences at scale, empowering brands tostay ahead in a dynamic, customer-first world. Even minor marketing missteps can escalate rapidly, fueling social mediabacklash, shaking customer confidence, and putting hard-earned brand equityat risk. Whether it’s a mismatched influencer partnership, a poorly executedpromotion, or an inconsistent experience across channels, the repercussionsare swift, highly visible, and often difficult to contain. As consumer expectationsrise, so does the cost of getting it wrong. 03 These challenges point to underlying structural limitations—disconnecteddata ecosystems, inflexible processes, and legacy campaign approaches thatfall short in today’s fast-moving market. To keep up with shifting consumerbehavior and rising expectations, brands must turn to AI-driven platformsthat enable real-time decision-making, agile execution, and personalizedengagement at scale. A growing list of hi