i, Write Copy: JPMorgan Chase partners with an ad-writing machine… literally

JPMorgan Chase strikes a deal with Persado, a software startup that uses AI to write marketing creative.

August 7, 2019

JPMorgan Chase signed a 5-year deal with Persado, a startup that uses AI to write creative ad copy.

To scribe insult to injury for, um, typists of the flesh, Persado calls its copywriting tool the “message machine.”  

So, is the future of marketing getting rewritten by robots?

According to Kristin Lemkau, the chief marketing officer at JPMC — robot tool rite good. 

The robo-writer builds copy from a vocabulary database filled with 1m+ words that trigger emotional appeal in consumers. An example:

  • Human version: “Access cash from the equity in your home”
  • Robot version: “It’s true — You can unlock cash from the equity in your home”

“It rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have. And they worked,” Lemkau said.

According to Persado, its AI tools led to a 450% increase in clicks.

Does this spell ‘downsizing’ for JPMorgan Chase?

When asked about the future of JPMC’s current human marketing creatives, JPMC said it “hasn’t had an impact” on team structure. 

But the company’s yearly $11B automation technology budget likely isn’t putting anyone at ease.

According to Persado executives, the tool’s being used by more than 250 brands including Dell, American Express, Expedia, and Microsoft

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