14:27 12 August 2019
AI copywriter writes better ads than humans can
The largest bank in the US, JPMorgan Chase has signed a five-year deal with a software startup that uses artificial intelligence to write marketing copy, following a successful pilot with the technology.
In tests, JPMorgan Chase found that Persado’s machine-learning tool crafted better ad copy than its own writers could muster, as measured by the higher click rates — more than double in some case — on digital ads for Chase cards and mortgages. The algorithm builds its advertising slogans based on a database containing a million words. Words have appropriate tags and are arranged according to the score determining their ability to affect emotions.
The bank now hopes to use it not just for advertising but also in its internal communications and in customer-service prompts.
(300GOSPODARKA)
