WWTT? JPMorgan Chase Opts for AI-Written Marketing Copy

Earlier this week, JPMorgan Chase announced that it had inked a five-year deal with Persado, a company with a product that produces AI-written marketing copy. Copywriters, don’t start hyperventilating … robots haven’t come for your jobs, yet.

According to a press release from Persado, in 2016 JPMorgan Chase started a pilot program with the company’s Message Machine product. Using the tool, Chase took marketing copy for its Card and Mortgage businesses and reworked it. The end result was a lift in clickthrough rates as high as 450% from AI-written marketing copy created using Persado’s tool, compared to a previous CTR range of 50% to 200%.

Persado’s Message Machine uses a database of over 1 million tagged and scored words and phrases to create the AI-written marketing copy, but that doesn’t mean its use by Chase, and other brands, will render the need for “human touch” obsolete.



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