Anyword is an AI-based performance writing company that enables marketers to create scalable, on-brand content that converts and drives sales. Pulse 2.0 interviewed Anyword co-founder and CRO Omer Rabin to learn more about the company.
Omer Rabin’s Background
What is Omer Rabin’s background? Rabin said:
“I’m originally from Israel, and my background is in journalism, believe it or not. Specifically, I was a war zone journalist covering political events in the Middle East. I was literally in Tahrir Square during the big revolution in Egypt.”
“In 2011, I moved to the United States to pursue an MBA at Stanford University, where I also studied political science and wrote my thesis with Professor Condoleeza Rice. After spending two years on the Stanford campus, focusing on foreign policy dilemmas and completing my MBA, I began to realize that both journalism and tech involve a great deal of storytelling. Once I made this realization, I started to look into a career in tech.”
“Since then, I have been involved with three unicorn companies. The first was Gainsight, where I was the Chief Evangelist and headed Enterprise Sales in the Bay Area. Gainsight pioneered the category of customer success and was based in St. Louis, Missouri and San Francisco, CA. I joined it early on, reporting directly to the CEO, Nick Mehta, who later became one of my investors.”
“From there, I moved to WalkMe, which started the digital adoption platform (DAP) category and went public. Then I joined Guesty, a travel tech company, as Managing Director overseeing all revenue. This was right before the travel industry halted in 2019 due to the pandemic, so I had a fun challenge pivoting a hyper-growth company through that period.”
Joining Anyword
How did you come to join Anyword? Rabin shared:
“In 2021, I started my own company in the AI space for product managers. Recently, I decided to close this company, sold its IP, and transitioned to join Anyword as a co-founder and CRO. Growing up in the content space, I wanted to be a part of the future of content, which is what Anyword is doing. I was impressed with their product, particularly how it uses science and technology to understand the tone of voice of a brand or person and make a difference with it.”
“Anyword focuses on making content impactful and helping people and brands find their unique tone of voice using data. By collaborating with someone like Yaniv, Anyword’s CEO, who has worked for 10 years at the intersection of content and AI, we bring together science and go-to-market know-how to take this venture to new heights. Eric Schmidt, the first CEO of Google, invested in my last company through his fund Innovation Endeavors, and is also the main investor in Anyword.”
“My primary responsibilities at Anyword include overseeing everything related to revenue–sales, marketing, and customer success. The goal is to bring our proven product to market with the right message, targeting the most innovative marketers globally.”
Core Products
What are the company’s core products and features? Rabin explained:
“Our core product is an innovative AI platform focused on performance-first content, Gen-AI Performance Platform. We have created a content performance layer that ensures a consistent tone of voice across any AI model or use case, maintaining high performance.”
Evolution Of Anyword’s Technology
How has the company’s technology evolved since launching? Rabin noted:
“We started as a product for publishers, working with major outlets like The New York Times and CNN. We then transitioned to a product-led growth (PLG) offering for content marketing, and now we’re moving upmarket to serve top brands and Fortune 100 companies, leveraging our decade of experience and data-first approach to performance marketing.”
Addressing Marketing Industry
In your own words, describe the new technology you’re launching and the gaps it is filling in the marketing industry. Rabin pointed out:
“We’re shifting from using AI to merely save time to aligning AI with business results. Our focus is on performance and impact, taking AI from being a neat tool to something that drives business change, consistency, and––most importantly––profitability.”
Challenges Faced
What challenges have Rabin and the team faced in building the company? Rabin acknowledged:
“The biggest challenge is the rapid pace of innovation in our industry. Unlike my previous experiences where innovation happened quarterly, now it happens daily or even hourly. We need to focus on values and market positioning rather than just features. Our approach is science-first, tone of voice-first, and performance-first, which helps us stay ahead.”
Customer Success Stories
When asking Rabin about customer success stories, he highlighted:
“We’ve seen teams tell us our solution helps them understand their tone of voice better than long-term content writers. Companies are quickly scaling up their use of our product, demonstrating its effectiveness. Seeing global companies adopt our solution across multiple languages is incredibly energizing.”
Funding
When asking Rabin about the company’s funding details, he revealed:
“We raised $21 million in our last raise in 2021 from investors like Eric Schmidt and Innovation Endeavors. We have exciting announcements about our growth coming soon.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Rabin assessed:
“I really think that Anyword should be the content layer above ‘any word’ that any brand or marketer is sending out. Every piece of content representing a brand or business should be analyzed for its performance and consistency with the brand’s tone of voice and market identity. So, I believe our total addressable market (TAM) is nearly endless. As long as there are brands that need to communicate and we can justify our impact on revenue, we will continue to grow.”
Differentiation From The Competition
What differentiates the company from its competition? Rabin affirmed:
“When I look at the market for AI in marketing, I see two main types of companies. One type offers AI for everything, providing a single model that feeds all business needs without focusing on a specific vertical. They position themselves as the ultimate AI guide for businesses. The other type focuses on saving time for specific roles.’
“We’re taking a different approach. We know marketing and AI very well. Yaniv established his first company, Keywee, before large language models (LLMs) became popular. We’ve seen the market evolve and have built something specifically for marketing. We understand how marketing organizations work, how content marketers operate, and how performance marketing functions. Our focus is on tying AI models to business outcomes and impact, not just saving time.”
Future Company Goals
What are some of the company’s future company goals? Rabin concluded:
“We recognize that businesses can’t control every instance of AI their employees use. Employees will use AI across various websites, applications, CRM systems, LinkedIn, and more. Instead of forcing them to use one model, we create a performance layer above everything in the organization to ensure consistency and performance. This layer makes sure that any word coming out of the organization aligns with the brand voice, approved guidelines, and business goals. Our goal is to achieve widespread adoption of our API and UI solutions, so companies can benefit from consistency and performance across the entire organization, regardless of the model or user.”
