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

By: Paul Roetzer

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September 11th, 2018

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.

Screen Shot 2018-09-11 at 8.59.32 AMThe 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 Maria Flores, Vice President UK at Persado, to learn more about how the tool works—and how marketers can use it to increase performance.

1. In a single sentence or statement, describe Persado.

Persado is the Marketing Language Cloud: AI-generated language that resonates the most with any audience, segment, or individual.

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

Persado’s platform uses AI and machine learning to produce language that resonates most with any given audience, segment, or individual. Utilizing deep learning algorithms, Persado enables brands to create emotional profiles for every customer segment based on their responses to previous campaigns. From there, Persado turns that information into compelling language for each user base, and customizes it to each brand’s unique voice.

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

With AI for marketing specifically, a common challenge is generating content that feels authentic and tied to an overall brand voice. At Persado, we’re constantly looking to redefine our technology to meet this challenge. Our platform ingests information on how a brand communicates—their tone, style, emotional language, etc., and we use that information to create a custom language model that aligns with their unique brand voice and generates personalized content. In turn, this builds trust with customers and enhances the relationships that brands authentically build.

4. What do you see as the future potential of artificial intelligence in marketing and sales?

Looking ahead, AI will enable brands to take on a more proactive approach to their marketing and sales efforts. With a granular understanding of audiences and data-driven insights, marketers can better plan their campaigns and initiatives. Additionally, marketers will be able to use AI to drive a more cohesive brand voice, with tighter alignment on communications across all channels.

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5. Who are your prototype customers in terms of company size and industries?

Persado currently works with global brands across industries like financial services, retail, travel / hospitality, and more, to help increase ROI and engage customers in a way that inspires action. Some of our customers include American Express, Humana, Air Canada, Caesar’s Entertainment, Citi, and Microsoft. Any established brand looking to deliver personalized marketing messages at scale is the ideal customer for Persado.

6. What are the primary use cases of Persado for marketers?

Customers use Persado to generate personalized content across multiple marketing channels, including email, web, SMS, and paid media to drive direct response, customer acquisition and retention. Persado’s machine-generated content outperforms, resulting in an average of 49 percent lift in conversions.

7. Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?

At a high level, AI technology disrupts the limitations of human bias, subjectivity, and capability with data-driven insights—giving companies the ability to communicate with their customers in a way that is proven to resonate.

At Persado, we’ve seen firsthand how AI enables brands to increase customer engagement and retention, all while cultivating more personalized, long-term consumer relationships. As industries continue to move away from mass marketing in favor of more tailored communications, AI will be the secret to driving effective marketing at scale.

Get free access to the Ultimate Beginner's Guide to AI in Marketing: https://www.marketingaiinstitute.com/beginners-guide-access

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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