Infosys launches Infosys Aster for AI-led marketing transformation

Infosys announced the launch of Infosys Aster, a suite of AI-amplified marketing services, solutions, and platforms designed to deliver enhanced brand experiences and marketing efficiency, thereby accelerating business growth effectiveness. This new offering aims to drive an AI-led transformation in marketing, providing a real-time integrated view across customers, brands, and channels.

Infosys Aster is equipped with capabilities in creative services, experience design, digital commerce, MarTech orchestration, performance marketing, and marketing operations. By leveraging these services, global brands have reported significant improvements, including a 50% increase in repeat buyers, a 30% reduction in the cost of marketing operations, and a 40% increase in sales.

In terms of delivering engaging brand experiences, Infosys Aster utilises advanced technologies such as real-time Unreal Engine 3D, AR/VR/XR, and digital twin CGI modelling. This technology helps create immersive experiences that foster deeper customer relationships. Infosys Aster also harnesses AI-powered customer and marketing data platforms to unlock valuable insights from data, strengthening omnichannel engagement. An example cited in the announcement involved an international racing giant, where Infosys Aster created a tailored digital ecosystem. This holistic approach transformed millions of fans into loyal customers.

The suite also aims to enhance marketing efficiency by combining generative AI-powered content and creative services with intelligent recommendations from the MarTech stack. This results in cost-effective campaigns that are faster to deploy. Infosys Aster streamlines marketing shared services by centralising and automating content and design operations, which reduces both the time and costs associated with campaign activations. This efficiency was demonstrated by a global health-tech company that used Infosys Aster to expedite its campaign management across 80 markets, achieving significant savings in operational costs.

Infosys Aster aspires to accelerate business growth by creating shared digital foundations that merge MarTech and enterprise systems. This integration opens new avenues for value generation in sales and marketing. AI-driven analytics and customer insights are employed to increase customer lifetime value through personalised outreach and meaningful conversations, leading to higher-quality leads. The platform's predictive capabilities also inform pricing strategies, as evidenced by a retail chain that developed an app-based promotional loyalty programme that boosted sales.

Satish H C, Executive Vice President and Co-head of Delivery at Infosys, commented, "Our clients want to tap into new avenues of growth while deepening customer intimacy, efficiently, in near-real time. Infosys Aster helps our clients' marketing organisations master the duality of marketing effectiveness and marketing efficiency to truly transform into customer-champions and growth partners."

Sumit Virmani, Executive Vice President and Global Chief Marketing Officer at Infosys, added, "In the era of AI-first enterprise transformation, CMOs have a unique opportunity to be true C-Suite partners and orchestrators of value across the organisation. At Infosys, we count on AI to amplify our capabilities and deepen brand experiences while driving effectiveness and efficiencies. Infosys Aster can transform marketing into the powerful growth engine CMOs need it to be."

Peter Bendor-Samuel, Founder and CEO of Everest Group, noted, "AI presents immense value to marketers, from driving hyper-personalisation to promising enhanced efficiencies and effectiveness across insights generation, creative workflows, and customer support. This is enabling marketers to not only glean productivity improvements but also drive growth mandates. Infosys Asters AI-led marketing capabilities, coupled with Infosys' experience of driving marketing and experience transformations, is well positioned to serve the needs of progressive marketers."