LLM & RAG: AI Technologies Reshaping the Future of Martech

The Evolution of Martech Solutions

Martech solutions used by marketers, PM/POs, and growth professionals are evolving at an unprecedented pace, offering sophisticated capabilities across ad operations, customer data analytics, and personalized messaging. However, as these solutions grow in complexity, they can become daunting for users unfamiliar with martech and its applications. Even with comprehensive documentation, keeping up with frequent updates can be challenging—even for experts.

To address this, martech solutions are increasingly integrating AI technologies to lower the barrier to adoption and enhance business impact. Many martech platforms have introduced features leveraging Large Language Models (LLMs) and Retrieval-Augmented Generation (RAG), allowing users to ask questions, generate personalized content, and execute unfamiliar commands without constantly referring to guides or waiting for support responses.

Understanding LLM & RAG

Large Language Model (LLM): An AI model capable of understanding natural language input and generating human-like responses.

Retrieval-Augmented Generation (RAG): A technology that enhances LLMs by retrieving relevant real-time information, ensuring more accurate and context-aware responses.

How Leading Martech Solutions Are Leveraging LLM & RAG

1. Ask Airbridge: An LLM & RAG-Powered AI Assistant

Ask Airbridge is an AI assistant that utilizes LLM and RAG to answer user queries based on documentation from the Airbridge Help Center. This feature makes it easier for users to navigate the platform, even if they are unfamiliar with martech terminology, without needing to sift through documentation for every update.

With Ask Airbridge, users can effortlessly obtain information on:

• Basic concepts on User permissions, tracking link creation, attribution rules, and iOS SKAN.
• Integration details for Airbridge ad channels and third-party platforms.
• Development tasks, such as SDK installations and server configurations for data transmission between apps and the web…and more!

Sample Prompts for Ask Airbridge:

• "I want to run a SKAN campaign to measure iOS performance. What do I need to prepare in Airbridge and what should I keep in mind when importing SKAN data?"
• "How do I redirect users with the app installed to the app, and users without the app installed to the app market when they click the tracking link? I want to redirect users with an app to a different in-app destination."

2. Ask Amplitude: AI-Powered Data Analysis & Visualization

Since acquiring AI analytics company Command AI in October 2024, Amplitude has been aggressively integrating AI into its platform. Ask Amplitude and Data Assistant are two standout features leveraging LLM and RAG, making it easier to create charts and streamline data organization for better decision-making.

Ask Amplitude, powered by OpenAI's API, is particularly helpfulfor users with limited experience in product analytics or data taxonomies. In addition to providing how-to answers, it enables users to:

• Create or modify charts using natural language commands.
• Search for dashboards, charts, and reports within the platform.
• Share insights with teams through threaded discussions.

Furthermore, Ask Amplitude can analyze event and property usage patterns to identify frequently queried combinations, allowing users to generate charts aligned with their business objectives in just a few clicks.

Sample Prompts for Ask Amplitude:

• "Which category has the highest purchase rate for recommended items?"
• "What is the average session length of users who played five or more songs?"
• "How long does it take for companies on free vs paid plans to invite their first three users?"

Data Assistant, another AI-powered feature, automatically analyzes complex data structures and suggests optimizations. When dealing with excessive events and properties, it identifies key insights, providing actionable recommendations powered by LLM-generated explanations. Users can then accept or reject these suggestions with a single click, simplifying data management and maximizing business impact.

3. Braze AI™: Personalized Copywriting & Liquid Assistant

Braze AI™ streamlines content personalization through LLM technology, offering AI Copywriting Assistant and Liquid Assistant—both powered by OpenAI API—to optimize marketing messaging.

AI Copywriting Assistant

This feature generates high-quality, brand-aligned copy based on user inputs. Users can specify:

• Message intent
• Brand tone and guidelines
• Desired length, style, and language

The AI then produces optimized copy tailored to these parameters. Additionally, when crafting push notifications, marketers can reference past campaign data to generate messages consistent with prior successful content.

Liquid Assistant

Liquid Assistant simplifies the creation and optimization of Liquid code, eliminating the need to master complex syntax. Users can:

• Generate personalized Liquid templates effortlessly.
• Receive AI-driven suggestions to refine existing Liquid code.
• Learn Liquid syntax through AI-provided explanations.

Beyond content personalization, Braze AI™ also includes AI-driven product recommendations, predictive targeting, and automated A/B testing.

Conclusion

By incorporating LLM and RAG, martech solutions are evolving to be more user-friendly, allowing marketers and growth teams to focus on strategy and execution rather than troubleshooting complex platforms. Whether you're a seasoned expert or new to martech, AI-powered assistants can make your workflow more efficient and impactful.

Curious about how Ask Airbridge can save you time and effort?? Connect with Airbridge experts today.