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The 5 Capabilities Your Generative AI Needs to Drive Business Impact

Research estimates that consumers today are exposed to as many as 5,000 brand images every day. Ubiquitous marketing communications ultimately make each campaign, on average, less effective at generating engagement. So what should organizations do?

The solution is not to increase messaging quantity—that will literally make things worse—but to improve the quality of your messages.

By quality, I mean ensuring your messages are optimized so that customers feel inspired to engage with your brand. Most brand communication—including personalized messages—focuses on value proposition, product features, and incentives. Yet research shows that motivation represents a much more significant factor in conversion.

Motivation is intrinsic to the individual customer, meaning that tapping into individual customer motivations requires personalization. And, delivering that personalized language at scale requires a Generative artificial intelligence (AI) that can motivate individual customers to act.

In the world of Generative AI, Motivation AI is a specialized segment designed to do just that. If you want not just more content, but better, you need motivation-aware, personalized messages, and communications geared to high-value audience segments. You need Motivation AI to generate not just text, but also customer engagement and action.

The Importance of Embedding Motivation in Language 

Most business leaders agree; strong communication is a critical factor for success. Nearly every customer goal your organization wants to achieve is more easily reached with effective communication. That’s one primary reason why Generative AI for language has garnered so much interest in the past year.

However, for a Generative AI language platform to deliver increased engagement, organizations must be clear about the existing concerns they have with their messaging. Most organizations confront three distinct challenges when it comes to messages. They are:

    • Scale. Does your organization communicate enough with its customers? Do you have brand and product information catering to high-value audience segments? Organizations that speak to multiple customer groups through multiple channels see their content scaling issues grow exponentially.
    • Accuracy and consistency. Do your messages across all formats contain accurate and consistent information about products, features, service options, pricing, etc.?
  • Quality. Do your messages capture the attention of your key audiences and motivate them to take action? Quality content is relevant to the audience and its needs, engaging in its use of narrative and language, and clear about what should happen next.

Most market-tested Generative AI language platforms major in the first two language problems. But, motivating customers to engage and act requires a Generative AI that can solve all three problems of scale, accuracy, and quality by embedding the “right” language for each customer at each moment through each channel.

If your organization’s primary challenge with customer communications and messaging is that you need more of it quickly, a self-service, scale-focused language generation solution may be for you. GPT3, a language AI model trained by OpenAI and released in the spring of 2021, has brought on a wave of new AI applications, such as ChatGPT, that allow companies to generate large volumes of content in real-time for an array of purposes.

If your organization also wants to increase the share of customers who engage with your content and take action in response to it, however, using a Generative AI that specializes in producing more messages will not get you there: more messages raise the volume, they don’t cut through it.

The 5 Capabilities of Motivation AI

As mentioned, Motivation AI is a class of Generative AI for language. It is trained on enterprise language to identify and leverage messaging elements in a way that builds trust with customers and motivates action. Motivation AI is so radically effective because it combines robust knowledge about business language with advanced language AI—including machine learning, deep learning models, and analytics—using novel, patented processes.

Motivation AI has five core capabilities:

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Capability 1: Motivation-Aware Data Architecture and Knowledgebase

Generic language models such as OpenAI’s GPT-3 or Google’s GLaM are trained indiscriminately on Internet content. As a result, the language they produce is grammatically and syntactically accurate but suboptimal for business and brand communications.

In contrast, Motivation AI leverages specialized data and insights to generate customer-relevant content that speaks consistently in a brand’s voice and motivates action. To achieve those results, the AI must start with a specialized knowledge base of business communications, indexed and categorized in a way that reflects what those words mean in context.

The knowledge base contains more than language details. It also includes emotional context, narrative resonance, descriptive meaning, and other elements inherent to messaging, as well as years of insights about the language that works (and doesn’t) for business-specific messages.

Capability 2: Generate Messages Designed to Motivate—Using Machine Learning and Deep Learning Models that Understand Messages

Generative AI by definition is creative. It generates language (or images, or video, depending on what it’s trained to do). As a result, making an impact with enterprise messages requires dedicated machine learning and deep learning models that can read, write, and produce brand- and business-specific messages.

The models work by taking a brand’s best human-generated text for a given campaign, interpreting its meaning, analyzing its language elements with knowledge of the messages that have been most effective in the past, and then generating message variants predicted to outperform the original and motivate a desired customer behavior. The result is market-ready content statistically likely to perform better.

Capability 3: Automated Experimental Design and Decisioning Engine

The key to ensuring that your brand is delivering messages primed to motivate on a personal level is experimentation.

Motivation AI can automatically predict which message elements will produce outsized conversion rates and generate message variants that apply those predictions. Brands can simply use the message predicted to have the highest impact, if they choose. For optimum results, however, brands leverage the Motivation AI Platform to run message experiments of as many as 16 variants, to assess the real-world performance of each language element.

Capability 4: Hyper-personalization at Scale

With time and repeated experimentation, Motivation AI can enable personalized messages at scale—a core strategic initiative for many marketing functions. McKinsey estimates that the brands that get personalization right will bring in a collective total of between $1.7 trillion and $3 trillion in incremental revenue.

Through experiments, the Motivation AI Platform captures language insights about individual customers based on how they react to different variants. Over time, the data can build up into a Language Profile—a source of first-party data identifying the language elements that most effectively motivate specific customers. Capturing and acting on this new type of first-party data allows brands to consistently speak to individuals as if they knew them personally, leading to higher-performing communications.

Capability 5: Integrations and processes for fast time-to-value

Motivation AI platforms that utilize pre-built integrations to plug into an organization’s existing marketing technology stack allow seamless communication between a brand’s marketing solutions and the Motivation AI. This streamlines a generation of motivation-optimized messages and can also improve campaign performance results.

Through the combined power of language data, customer behavioral insights, machine learning and AI, Motivation AI functions as a continuous-learning platform that accelerates customer engagement and conversion using personalized language at scale to motivate individuals to engage and act.

Generic Generative AI platforms may generate engaging content by accident, as a byproduct of volume—but why take chances? Start with motivation as a core capability of your language generation AI. With Motivation AI, brands can deliver personalized and optimized communications consistently and at scale to motivate customers to engage and act.

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