Persado gets five-year deal with JP Morgan Chase
JP Morgan Chase has closed a five-year, enterprise-wide deal with Persado, a firm that uses AI to generate the higher performing marketing creative.
After a successful pilot, Chase is expanding its partnership across the company to cover marketing creative that will reach millions of current and potential customers.
Persado technology generates creative content using data science and AI to render copy proven to be the most compelling message to individual customers and segments of customers. 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 JP Morgan Chase. “Persado’s technology rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have.”
In 2016, Chase began a pilot with Persado’s Message Machine, a marketing language knowledge base of more than one million tagged and scored words and phrases. Through the tool, Chase redrafted marketing messages in its Card and Mortgage businesses and saw significant lift.
Persado has more than 250 partnerships with CMOs and marketers who are also seeing significant improvement in creative performance.
