Persado

Persado is a “motivation” platform generating marketing content using machine learning. The platform recognizes different customers based on their reactions to language and uses those insights to generate personalized content that engages across all channels (web, email, ads, etc.) Persado’s use cases include:

1) Personalization: Identifying what content will motivate each customer to generate personalized messaging across all marketing channels

2) Acquisition: Using personalized messaging for higher conversion rates in customer acquisition campaigns

3) Onboarding: Personalizing content for each individual and engaging customers from the day of acquisition

4) Retention: Keeping customers engaged using personalized messaging for renewals, loyalty programs, and upgrades

5) Pre-collections: Promoting on-time payments using encouraging language and providing clear instructions

6) Customer service: Encouraging customers to follow self-service prompts

In August 2023, Persado launched “Essential Motivation”, to help marketers create emotionally resonant messages, to drive customer engagement and conversion rates. The company unveiled new features to this in March 2024, including new product descriptions, segment personalization, brand alignment scores, and web copy optimization, aimed at improving marketing content effectiveness. In July 2024, it launched “segments” capabilities in its Motivation AI platform, to help financial services and retail marketers engage Gen Z audiences more effectively.

The Persado platform, based on a proprietary language model, uses a large consumer behavior database of historical interactions (1.2 billion consumers and over 100 billion interactions as of April 2024) to determine what qualities of a message appeal to consumers. Given a set of keywords as input, it leverages deep-learning transformer models to generate messages that are most likely to bring conversions, ensuring the content is in line with a customer’s brand using specially trained language models.

Over time, Persado uses machine-learning experimentation and decision-making to identify how messages cause each consumer to behave, enabling additional personalization for each future communication. The platform can also directly integrate with customer data platforms (CDPs) to leverage consumer language profiles.

Persado also integrates with common marketing tools to fit into marketing teams’ workflows, providing detailed dashboards and analytics to visualize the impact of each piece of content.

The company claims that its solution can increase ecommerce revenue by 3%–5%.

Key customers and partnerships

Persado partnered with digital journey continuity platform Namogoo in May 2023, integrating its dynamic motivation platform with Namogoo’s customer intent and segmentation database to allow ecommerce stores to dynamically adapt their messaging for individual customers. In March 2024, it partnered with Bounteous x Accolite to leverage Persado's language knowledge base and GenAI tools to enhance commerce and marketing experiences across diverse sectors.

Persado’s customers as of September 2024 include Vanguard Group, Marks & Spencer, Chase Bank, Emirates NBD, and Vodafone. It also reported that 8 of the top 10 US banks and iconic Fortune 500 brands use its solution