Infosys, a global leader in next-generation digital services and consulting, has launched Infosys AsterTM, a suite of AI-amplified marketing services, solutions, and platforms. The new offering aims to deliver engaging brand experiences, enhance marketing efficiency, and accelerate business growth.

The move looks like another instance of the further evolution of one of India's Big four consulting businesses which in addition to Infosys include HCL Technologies, Tata Consulting Services (TCS) and Wipro into software vendors.

And Infosys already has a strong track record with Finacle, a core banking platform it developed over 20 years ago, according to The Register, a leading global technology title. The Register says Finacle serves over 450 million end users world wide.

This latest move looks like a similar land and expand play, but this time into marketing technology.

Infosys AsterTM provides an integrated, real-time view across customers, brands, channels, and trends. This enables companies to increase ROI from marketing by providing a comprehensive view of their marketing landscape. The platform reportedly led to a 50% increase in repeat buyers, a 30% improvement in the cost of marketing operations, and a 40% increase in sales for global brands.

The  company says the platform offers capabilities in brand and creative services, experience design, digital commerce, MarTech orchestration, performance marketing, and marketing operations. These capabilities are powered by Infosys TopazTM, which helps brands improve channel efficiencies by analysing performance data and adapting strategies in real time.

"Our clients want to tap into new avenues of growth, while deepening customer intimacy, and to do it efficiently, in near-real time. They understand the role that modern agile marketing, enabled by data and AI, can play to accelerate their strategy and disintermediate execution. Infosys AsterTM helps our clients’ marketing organizations master the duality of marketing effectiveness and marketing efficiency to truly transform into customer-champions and growth-partners," said Satish H C, EVP and Co-head of Delivery, Infosys.

According to Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys, "CEOs need marketing be their core engine for reimagining customer experience and driving growth. In the era of AI-first enterprise transformation, CMOs have a unique opportunity to be the true C-Suite partner and orchestrator of value across the organization. At Infosys, we count on AI to amplify our capabilities to do it all – deepen brand experiences while driving effectiveness and efficiencies. We know that Infosys AsterTM – the same AI-amplified services, solutions, and platforms that delivers value for us - can transform marketing into the powerful growth engine CMO’s need for it to be."

According to Infosys , AsterTM has nurtured best-in-class digital agencies, proven AI capabilities, deep industry experience, decades of delivery excellence, and a diverse partner ecosystem. The platform leverages AI to unlock intelligence from customer and marketing data, create memorable experiences, and promote brand relevance.

"AI presents immense value to marketers, from driving hyper personalization 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. "

"This journey is best enabled by partnering with a service provider that brings together strong tech capabilities with a deep understanding of the marketing domain. Infosys Aster’s AI-led marketing capabilities, coupled with Infosys’ experience of driving marketing and experience transformations, is well positioned to serve the needs of progressive marketers," said Peter Bendor-Samuel, Founder & CEO, Everest Group.

-Additional reporting by Andrew Birmingham