How Chase Is Using AI For Copywriting Ads

By Amit Chowdhry ● August 7, 2019
  • JPMorgan Chase recently announced it signed a five-year deal with Persado to apply AI to marketing creative

JPMorgan Chase recently signed a five-year deal with Persado, which is a company that applies artificial intelligence to marketing creative, according to AdAge. Chase originally started testing out a pilot relationship with Persado about three years ago. At that time, Chase was using Persado for its card and mortgage systems.

Chase pointed out that the ads created by Persado’s machine learning actually performed better than ads written by humans with a higher percent of consumers clicking on them. In some cases, those ads were clicked on more than twice the amount of times.

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Here is a comparison of the ads that AdAge pointed out:

Ad written by humans: “Access cash from the equity in your home.”

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Ad written with AI: “It’s true—You can unlock cash from the equity in your home.”

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The ad written with AI performed much better.

“Persado’s technology is incredibly promising,” JPMorgan Chase chief marketing officer Kristin Lemkau. “It rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have.”

Chase had pressure tested the Persado platform across landing pages, direct mail, display and social ads, and saw up to a 450% lift in click-through rates on ads rendered by Persado. And now the Chase team is expanding the partnership beyond marketing to internal communications and customer service.matters.

“We put Persado to the test in various channels, products and services and are highly impressed with the results,” added Abeer Bathia — the Head of Marketing Growth and Innovation at Chase Card Services.

Chase is also planning to use Persado for creating marketing copy on display ads, Facebook ads, and direct mail,

Persado works with 250 marketers across categories such as retail, finance, and hospitality including brands like Dell, Williams Sonoma, and Expedia.

“To the creative community, the marketing community, this brings accountability and data-driven insight,” added Persado CEO and co-founder Alex Vratskides via AdAge. “If you go to any marketing creative out there and you ask, ‘How did you come up with that, why did you use that word and not that word,’ they cannot actually answer. With Persado, there is a mathematical answer.”

Vratskides pointed out that the service is just a natural evolution of technology improving the work for humans similar to what calculators did for researchers who were doing long division in the 1950s.