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This Marketing Tool Uses AI to Create Copy That Converts
Blog Feature

By: Paul Roetzer

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October 12th, 2020

This Marketing Tool Uses AI to Create Copy That Converts

What if you had a copywriter and a data scientist on staff for each and every individual in your audience?

That's the promise of Persado, a marketing platform that uses AI to create language designed to resonate most with any audience, segment, or individual.

Asma Stewart

The company has $66 million in funding and works with some of the world's most well-known brands, including American Express and Microsoft.

These brands trust Persado to deliver personalized marketing messages at scale that encourage prospects to take action.

The result? Better engagement and higher revenue.

We spoke to Asma Stewart, Vice President of Marketing at Persado, to learn more about how the tool works—and how marketers can use it to increase performance.

In a single sentence or statement, describe Persado.

Persado is a high-growth, category-leading AI platform that helps CMOs and other marketing leaders unlock a new level of value creation by ensuring the right words are used at every customer interaction.

How does Persado use artificial intelligence (i.e. machine learning, natural language generation, natural language processing, deep learning, etc.)?

The Persado AI platform uses natural language generation, machine learning, experimental design, and the world’s largest language knowledge base of millions of tagged and scored words and phrases to deliver an average of 41% lift in conversion rates across customer engagement channels.

What are the primary marketing use cases for your AI-powered solutions?

Persado uses AI for the following use cases:
  • Grow revenue by acquiring new customers with more effective messaging content.
  • Retain existing customers through effective content engagement.
  • Improve customer experience and service outcomes.
  • Improve pre-collections messaging and revenue capture.
  • Drive digital adoption.
  • Better engagement with health and wellness programs (healthcare).
  • Create high-performing, data-driven content.
  • Optimize website, email, social and offline content.
  • Deliver personalized digital advertising.
  • Assess and evolve creative assets and ideas.
  • Develop new creative ideas based on data.
  • Predict content performance before deployment.

What makes your AI-powered solution smarter than traditional approaches and products?

Words matter. In an ecosystem that’s obsessed with personalization—the right offer, the right product, the right segment—Persado has proven that the right message is a core functional need for every marketing leader in the world.

Persado delivers on the promise of AI-based consumer insights and engagement, surfacing the language trends that resonate for different customer segments across the customer journey while ensuring the messages always reinforce the brand voice.

Are there any minimum requirements for marketers to get value out of your AI-powered technology?

Persado’s platform is a standalone solution that can start delivering value from day one, without any interdependencies with platforms or additional data requirements.

Persado’s content can be easily set up and deployed through the client’s standard channel delivery platform. Persado’s plug-and-play integrations can be set up in minutes and further streamline execution.

Who are your ideal customers in terms of company size and industries?

Enterprise customers in financial services, insurance, telecom, retail, travel and healthcare.

Go to Vendor Website

What do you see as the limitations of artificial intelligence as it exists today?

The hype and buzz around AI in general are creating confusion for business leaders to assess, understand, and pursue specific AI solutions that already impact important use cases.

What do you see as the future potential of artificial intelligence in marketing?

AI is already empowering marketing leaders to deliver the business growth their C-suite peers expect.

The future of AI in marketing is when a CEO asks a CMO, “Why did you put this content in the market?” and the CMO can point to specific images, words and phrases and say, “Those words are worth $200,000 a week to our business,” backed by the confidence of mathematical certainty delivered by AI.

Visionary leaders are already figuring out how to use AI to augment and amplify the work that frees up human creatives do their best creative work and deliver revenue impact and cost savings that impact the bottom line. 

Any other thoughts on AI in marketing, or advice for marketers who are just starting with AI?

Find important use cases that impact the business, generate quick wins with a pilot and scale. Rinse. Repeat.

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About Paul Roetzer

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, author of The Marketing Performance Blueprint and The Marketing Agency Blueprint, and creator of The Marketing Artificial Intelligence Institute and Marketing Score. Full bio.

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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.