JPMorgan Chase has an AI copywriter that writes better ads than humans can

guest · Aug 7, 2019

JPMorgan Chase has an AI copywriter that writes better ads than humans can
August 7, 2019
https://qz.com/work/1682579/jpmorgan-chase-chooses-ai-copywriter-persado-to-write-ads/

In another sign that the future of work is already here, 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.

“Persado’s technology is incredibly promising,” Kristin Lemkau, chief marketing officer at JPMorgan Chase, said in a statement. “It rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have. And they worked.”
Persado’s “message machine” builds copy from a database of more than 1 million words tagged and scored for emotional appeal.
[...] the company now hopes to use it not just for advertising but also in its internal communications and in customer-service prompts.
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