SAS unveils 360 Marketing AI platform amid guidance on evaluating AI vendors

SAS announced the SAS 360 Marketing AI solution, a suite that lets marketers automate data preparation, train and monitor machine learning models for churn prevention, personalization, next‑best‑offer and other common marketing tasks. The platform provides guided workflows, customizable recipe templates, bias detection, governance tools and can be deployed either as a standalone engine or within the SAS Customer Intelligence 360 ecosystem. SAS executive Mike Blanchard said, “Marketers don’t lack data – they lack the ability to act on it at speed.”

Separately, industry experts advised marketers to ask five critical questions before purchasing AI tools: the specific problem the tool solves, the vendor’s expertise in the relevant domain, evidence of successful case studies, risk mitigation and contract flexibility, and the tool’s overall impact on business outcomes. These guidelines aim to help buyers avoid flashy but ineffective solutions and focus on tools that deliver measurable ROI.