Persado will leverage first-party language preference data to improve communications

Persado, the AI-powered language generation platform, has announced a new Language Profiles solution that will use first-party language and communication preferences to automatically generate messaging to appeal to audience segments of individual customers. It is also releasing Personalized Content Generation to match relevant content to customers across channels. Persado started out using mathematical tools to predict best-performing email subject lines but has steadily broadened its offering to provide messaging across channels including web and ads as well as emails.

Language Profiles. Persado uses machine-learning models to create Language Profiles that represent the language and communication preferences of individual customers including both emotional and narrative preferences. The aim is to find not only the right message but the right words for every customer, using AI to do this at scale. The Profiles are based on individual level response data from past campaigns.

Why we care. As we recently observed, natural language generation (NLG) for content marketers is a growing category. Persado is one of the founders of the category, launching itself from the unusual but plausible premise that emotional reactions to specific words and phrases can be measured and used to create mathematical models that predict the performance of messaging.

Just as developments in AI — in particular, neural networks and deep learning — vastly accelerated pattern and image recognition, it looks like NLG is quickly maturing too.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.