Major Persado Update Introduces Narrative Intelligence to AI-Optimized Marketing Language, Helping Brands Speak In a Unified, Authentic Voice Across Marketing Channels At Scale

By AIT News Desk On Oct 19, 2018

Along with custom language models for every brand, Persado introduced several new APIs to automate campaign setup and analysis while delivering significant marketing ROI

Persado, the leading provider of AI-optimized marketing language for top global brands, today unveiled its breakthrough application of Narrative Intelligence—the ability to build and tell stories using genuine, natural language—as the most sophisticated update to its platform since launch.

“Stories are the connective tissue of all communications, in marketing and in life,” said Alex Protopapas, Vice President of Innovation, Persado. “The idea behind Narrative Intelligence is to make storytelling not just one element of an algorithm, but to make it the entire driving force. Ultimately, it’s about making technology that’s more human.”

With Narrative Intelligence, Persado is able to craft authentic and engaging messages for marketing campaigns, including email, web content and digital advertising that reflect a given brand’s unique voice, adapt to each campaign’s context, and account for each audience’s tailored interests. In addition to the company’s proven predictive language model, which pinpoints the exact words, phrases, visuals and emotive language that will maximize engagement, these updates cement Persado as the leading industry solution for AI-powered storytelling at scale.

“To date, artificial intelligence applied to marketing has improved efficiencies through automation and predictive insights, but marketers are still faced with the challenge of telling natural, personalized stories at scale,” said Assaf Baciu, Co-Founder and SVP of Product & Engineering, Persado. “A consistent voice is the foundation of every brand’s equity, and an authentic story is the foundation of every campaign’s success. Our latest product updates help marketers more intelligently balance these considerations to establish more meaningful connections with customers over time.”

Persado’s industry-leading AI marketing language platform has mastered the art of authentic, personalized storytelling, allowing marketers to drive unparalleled engagement and conversions in a company’s brand voice. Trained to emulate the way humans brainstorm and make creative decisions, the technology produces the most impactful marketing messages for a specific campaign based on four narrative dimensions:

Brand Narratives: Assimilates and interprets each brand’s voice to learn the precise ways of writing, conceptualizing, and stylizing marketing content.
Calendar Narratives: Incorporates collective stories based on seasonal and holiday events across the calendar year, traditions and pop culture.
Personal Narratives: Tailors messages to have the most relevant themes and concepts based on the interests of a given audience.
Campaign Narratives: Adjusts to the nuances of a specific campaign, including timing, context, descriptions, images, design, and calls-to-action.

For example, Persado generated key narratives under each of the four dimensions for a fashion retailer’s “new arrivals” campaign, then weighed those insights to create the top performing message:

Affordable luxury: the right fashion at the right price, look your best within your budget
New season: start fresh, new season goals, introducing the new you
Prestige: turn heads this fall, your runway moment awaits, spotlight on you
New arrivals: you’re getting a first look, just-arrived fashion, you’ll love these new items
Putting it all together – sample message: Spotlight On You: Just-Arrived Fashion For Your #NewSeasonGoals

“Marketers use data to analyze campaign performance and define success, but too few leverage these same insights during the development of campaign content. The most successful marketers embrace the ways in which data and content can support one another to tell a story,” said Alex Vratskides, Co-Founder and CEO, Persado. “Persado arms marketers with the data-driven insights necessary to create direct response campaigns that inspire customer action, while simultaneously delivering the highly personalized communication that audiences expect from brands today. As the pioneers of data-driven storytelling, our mission is to not only help marketers generate short-term results like conversions, but also strengthen a brand’s loyalty and create lasting impact.”

Adorama, a U.S.-based online electronics retailer, recently turned to Persado to build meaningful relationships with customers and drive up marketing ROI and revenue. After using Persado, Adorama saw an uplift in their campaign engagement rate by as much as 163 percent.

“In an increasingly crowded e-commerce landscape, a relentless commitment to personalized customer experience is what separates the successful brands from those that fail,” said Isaac Hyman, Senior Manager of Email Marketing and Retention, Adorama. “Persado helped us break away from the one-size-fits all approach to marketing in favor of storytelling. Today, we’re able to create genuine emotional connections across every campaign we send.”

In this latest round of updates, Persado also unveiled new APIs for Facebook Advertising, MovableInk, AdobeTarget, Optimizely and Maxymiser, giving marketers seamless, multi-channel campaign setup and testing across third-party email, social media and web platforms. Customers can now visualize how Persado-generated direct response campaign content will appear in their preferred platform, test and adjust campaign variables accordingly, and receive robust performance analysis to improve future campaigns.