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Marketers Are Using AI to Create Facebook Ads that Convert
Blog Feature

By: Ashley Sams

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November 14th, 2018

Marketers Are Using AI to Create Facebook Ads that Convert

At the Marketing AI Institute, we read dozens of articles on artificial intelligence every week to uncover the most valuable ones for our subscribers and we curate them for you here. We call it 3 Links in 3 Minutes. Enjoy! 

Phrasee has mastered natural language generation.

Marketers are now using AI to write their Facebook and Instagram ad copy, says The Drum.

Phrasee, a UK-based startup, has mastered natural language generation. It started by using AI to write email subject lines and found early on that it could increase email open rates by 57% compared to the copy written by humans.

Now, Phrasee is taking on Facebook and Instagram advertising.

With over 3.23 billion users combined, it’s evident this is where companies should be spending advertising budget. However, creating copy that actually converts can be a challenge, which is how this tool was born.

Phrasee’s CEO Parry Malm explains: “We started by building for a very specific domain, that being email subject lines, but the technology used is scalable and transferable. Customers specifically asked us to develop our products for Facebook and Instagram, so our progression is solving their problems and not just throwing stuff at a wall in the hope that it will stick.”

Phrasee gives marketers AI-powered copy for social campaigns at their fingertips. Even better, the product uses past campaign results to train its deep learning engine, ensuring continued and progressive performance.

With the ability to reduce cost-per-lead by 31.2% and a number of extremely successful email subject line campaigns under their belt, it’s no wonder so many marketers are jumping to try this tool, as well.

Is it really AI? Put it to the test.

At the Marketing AI Institute, we fully expect AI to transform the way we live and work. We're preparing for AI to disrupt marketing and other industries. However, for AI beginners, it can be hard to discern what is or isn’t AI.

Terms like “machine learning” and “artificial intelligence” are thrown around often. They’re attached to products, services, and people that aren’t actually AI-enabled.

To cut through the hype, MIT Technology Review’s Karen Hao created a flowchart to guide your discovery process.

Image: Technology Review

Because definitions are evolving every day, the flowchart takes a different approach to identifying true AI. The chart opens with simple questions like if the AI can “see,” “hear,” “read,” or “reason.” From there, questions dig deeper into what is actually going on. For example, if a system can “see” but it can’t identify what it sees, then the chart explains “then it’s just a camera.”

Put some of the AI products you’ve heard of to the test. The full chart can be viewed here.

How will AI change content marketing?

It’s no secret that artificial intelligence will transform how we marketers do our jobs. But how? Forbes has some ideas.

First, content personalization will take center stage in all marketing efforts.

With the power to analyze and interpret massive amounts of data, marketers can segment and target audiences more quickly and accurately than ever before.

In fact, in a Salesforce study, 76% of consumers reported that they expect companies to understand their needs and expectations. With AI, this level of personalized understanding is  possible.

Second, AI isn’t going to take over every marketing job.

Some basic elements of content marketers’ jobs have already been replaced with artificial intelligence. Copywriting, for example: the Associated Press has been publishing articles written by AI since 2015.

AI is capable of taking over the more tedious tasks marketers are responsible for, leaving more time to focus on strategic and creative work that machines can’t produce.

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About Ashley Sams

Ashley Sams is a consultant at PR 20/20. She joined the agency in 2017 with a background in marketing, specifically for higher education and social media. Ashley is a 2015 graduate of The University of Mount Union where she earned a degree in marketing.

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Disclosure: Marketing AI Institute writes about and recommends AI-powered marketing and sales technology. In all cases, content and recommendations are independent and objective. In some cases, Marketing AI Institute may have business relationships with companies mentioned, which may include financial compensation, affiliate compensation, or payment in kind for products or services. View a list of Institute partners here and MAICON sponsors here.