After a successful pilot program, JPMorgan Chase has signed a five-year deal with Persado in order to implement artificial intelligence into marketing creative across the entire enterprise. Chase expands the partnership post-pilot program to cover marketing creative across the company. The marketing will reach millions of current and potential customers.
Persado uses AI to generate more effective marketing copy. In its pilot, Chase saw as high as a 450% lift in click-through rates on ads rendered by Persado, compared with others in the 50-200% range.
“Machine learning is the path to more humanity in marketing,” says Kristin Lemkau, CMO of JPMorgan Chase. “Persado’s technology is incredibly promising. It rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have. And they worked. We think this is just the beginning. We hope to use Persado not just in marketing, but in our internal communications to make things more relevant to employees, as well as in our customer service prompts.”
The pilot program for Chase began in 2016 with Persado’s Message Machine. The advanced marketing language knowledge base of over one million tagged and scored words and phrases helped Chase redraft marketing messages in its Card and Morgage businesses. The technology generated creative content using data science and AI to render copy proven to be compelling to individual customers and segments, and indeed Chase saw a lift using the tech.
“We put Persado to the test in various channels, products and services and are highly impressed with the results,” said Abeer Bhatia, head of Marketing Growth and Innovation for Chase Card Services. “The Persado team has been a true partner every step of the way, working with us to drive measurable outcomes. Not only did they drive better marketing performance, but they created language that resonates more with our customers.”