Persado — a name we’ll get to know well
Working with Citibank, Persado will become a partner that we will work closer and closer with over the coming year(s). How is AI and machine learning changing advertising overall?
One of the biggest news stories to hit about AI and advertising was Goldman Sach’s$30 million investment into Persado. If you haven’t heard about it yet, Persadoessentially aggregates and compiles ‘cognitive content,’ which is copy backed by data. It breaks down everything, from sentence structure, word choice, emotion, time of day, and even can bring in a more accurate call-to-action. And for those that hire digital marketers and advertisers, this sounds like a dream come true in saving time and money. However, when it comes to writing, AI can only go so far.
While some content creators and digital copywriters might be a little nervous that AI will eventually take their jobs, that’s simply not the case. Writing involves a certain sense of emotional intelligence and response that no computer can feel. Moreover, the type of content that AI can create is limited to short-term messages. I’m not sure about you, but I’ll safely bet that no major marketing director is willing to put their Super Bowl ad in the hands of a computer. Overall, while Wall Street recognizes Artificial Intelligence’s potential impact in the creative world, it’s safe to say when it comes to telling a story, that human touch will never go away.