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.
The company 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 the AI content generation and decisioning platform that delivers personalized content at scale.
How does Persado use artificial intelligence in its products?
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? (e.g. data, list size, etc.)
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?
Data-driven executives in financial services, retail, insurance, telecom, travel and healthcare.
What do you see as the limitations of AI as it exists today?
There are a number of solutions on the market that claim to have artificial intelligence or machine learning at their core, but they don't. It is creating confusion and mistrust in the marketplace when business leaders realize that the solutions they purchased can't deliver on their promise.
What do you see as the future potential of AI in marketing?
AI is already empowering marketing leaders to deliver the business growth their C-suite peers expect. One of the biggest challenges of marketers is estimating the value of campaign content before the campaign goes live. AI enables CMOs to quantify the value of campaigns with mathematical certainty before they even run.
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 getting started with AI?
You can easily realize the value of AI through a test. Commit your team and your resources to the test and see it through, and you will see the great value it can deliver. Then rinse and repeat with your success.
About Paul Roetzer
Paul Roetzer (@paulroetzer) is founder 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.