Thanks for clicking
through to read this full story. It’s actually more of an experiment that you, me and a machine named Persado are conducting together, and the results are intended to demonstrate
which is better at writing something that would interest someone (you) in reading a story (this): a man (me) or a machine (Persado).The idea for the test came to me when I
was interviewing some of the executives responsible for making and marketing Persado, which they call a “marketing language engine.” They told me that Persado utilizes a combination of
computer, language and marketing sciences to process trillions of possible combinations of words to write, test, refine and perfect the perfect copy -- copy that is better than any human being could
possibly write. Since I’m a human being whose livelihood could be affected by that, I threw down a challenge, and asked whether they would participate in an experiment -- this story -- to see
which writer generates better results, Persado or me.
In fairness, Persado was not built to optimize a journalistic story like this one. It was created to optimize advertising copy
and marketing performance -- usually words that appear in an advertising banner, search ad or similar digital marketing appeal. Based on seven years of analyzing which words sell better -- or at least
motivate people toward some sort of conversion, often a click-through -- they say the words Persado crafts can improve results dramatically over what old-school human beings could on their own.
In truth, Persado is a man/machine collaboration. It does not write copy in a vacuum, and usually starts with campaign copy created by people, which it then breaks down into their five
most essential semantic elements -- emotional, functional, descriptive, formatting and positioning -- to determine which ones would work better. It draws on years of historical information in its
database on which combinations of words have been proven to work the best, and then it creates 32 new variants that are then tested in real-time to see which ones generate the greatest conversions to
determine the perfect copy to be used as the basis of the actual campaign.
To understand why no human could process copy better than Persado, their executives pointed out that those
32 variants were generated from 4,194,304 possible combinations. I will admit, that is a lot more than I considered when writing this story.
Because we could not test all 32 variants
(33 if you include my original headline and lead paragraph), we agreed to randomly pick one of Persado’s and conduct it as an A/B test against my original copy (though the other 31 are published
at the end of this article, in case you’re curious). We then split the email distribution list of this letter into two, and randomly sent version A) my copy and B) Persado’s to see which
one performed better -- meaning, which ones got you to click through to read this full story.
If you are one of the people who clicked on my copy -- yippee! I still have a job. If
you are one of those who clicked on Persado’s -- boohoo, you may have convinced my management at MediaPost to swap me out for a set of algorithms.
The results of this test will be reported
in a more extensive version of this story, along with some coverage of some other interesting developments in technology that could change the way we consume media -- especially journalism -- that
will be published in the soon-to-be-released fall issue of MEDIA magazine, which is an annual devoted to “The Future of Media.” Come back and read it to see if I still have one.
Editor's Note: The headline and lead of this version you received was the one written by Joe Mandese. The Persado version that went randomly to other subscribers
was:Headline:
This Article Was Generated By A Machine Lead:
Check this out: you are about to read a story that was probably
created by a machine -- a machine that can allegedly, according to its creators, write better than humans, including myself. Are they right? Well, if the words you're reading right now are indeed
among the ones their algorithm created, then this experiment is successful. So this human is soon getting fired.Thirty-One More Reasons To Fire Joe Mandese (Persado's
Other Variants):Headline: This Article Was Generated By A Machine -- That's Not A Joke
Lead: Dear reader, you are about to read a story that was probably
created by a machine -- a machine that can allegedly, according to the company that built it, write a more effective text than humans. Are they right? Well, if the text you are currently reading was
indeed generated by their technology, then I guess machines win over humans. So this human is soon getting fired.
***
Headline: 16 Million Different Ways To Sell
Something... And This Could Cost Me My Job
Lead: You are about to read a story that was probably created by an algorithm -- an algorithm that can allegedly, according to its creators,
write a more effective text than humans. Could it be true? Well, if the words you're reading right now are indeed among the ones their algorithm created, then I guess machines win over humans. So this
human is soon getting fired.
***
Headline: 16 Million Different Ways To Sell Something -- Or, How Language Meets Math
Lead: I never thought I would say this,
but you are about to read a story that was probably created by an algorithm -- an algorithm that can allegedly, according to the company that built it, write better than humans, including myself.
Could it be true? Well, if the text you are currently reading was indeed generated by their technology, then this experiment is successful. So this human is soon getting fired.
***
Headline: They've Cracked Creativity
Lead: I never thought I would say this, but you just got randomly selected to be part of an experiment: it's me vs. a machine -- a
machine that can allegedly, according to its creators, write a more effective text than humans. Could it be true? Well, if the words you're reading right now are indeed among the ones their algorithm
created, then this experiment is successful. And I probably need to start looking for a job.
***
Headline: They've Cracked Creativity -- That's Not A Joke
Lead: You just got randomly selected to be part of an experiment: it's me vs. a machine -- a machine that can allegedly, according to the company that built it, write better than humans,
including myself. Could it be true? Well, if the text you are currently reading was indeed generated by their technology, then I guess machines win over humans. And I probably need to start looking
for a job.
***
Headline: Words Have Secret Powers… And This Could Cost Me My Job
Lead: Dear reader, you just got randomly selected to be part of an
experiment: it's me vs. an algorithm -- an algorithm that can allegedly, according to its creators, write better than humans, including myself. Are they right? Well, if the words you're reading right
now are indeed among the ones their algorithm created, then I guess machines win over humans. And I probably need to start looking for a job.
***
Headline: Words Have Secret
Powers -- Or, How Language Meets Math
Lead: Check this out: you just got randomly selected to be part of an experiment: it's me vs. an algorithm -- an algorithm that can allegedly,
according to the company that built it, write a more effective text than humans. Are they right? Well, if the text you are currently reading was indeed generated by their technology, then this
experiment is successful. And I probably need to start looking for a job.
***
Headline: Exclusive: This Article Was Generated By A Machine… And This Could Cost Me My
Job
Lead: You are about to read a story that was probably created by an algorithm -- an algorithm that can allegedly, according to the company that built it, write better than humans,
including myself. Are they right? Well, if the words you're reading right now are indeed among the ones their algorithm created, then this experiment is successful. And I probably need to start
looking for a job.
***
Headline: Exclusive: This Article Was Generated By A Machine -- Or, How Language Meets Math
Lead: I never thought I would say this,
but you are about to read a story that was probably created by an algorithm -- an algorithm that can allegedly, according to its creators, write a more effective text than humans. Are they right?
Well, if the text you are currently reading was indeed generated by their technology, then I guess machines win over humans. And I probably need to start looking for a job.
***
Headline: Exclusive: 16 Million Different Ways To Sell Something
Lead: Check this out: you are about to read a story that was probably created by a machine -- a machine
that can allegedly, according to the company that built it, write a more effective text than humans. Could it be true? Well, if the words you're reading right now are indeed among the ones their
algorithm created, then I guess machines win over humans. And I probably need to start looking for a job.
***
Headline: Exclusive: 16 Million Different Ways To Sell
Something -- That's Not A Joke
Lead: Dear reader, you are about to read a story that was probably created by a machine -- a machine that can allegedly, according to its creators, write
better than humans, including myself. Could it be true? Well, if the text you are currently reading was indeed generated by their technology, then this experiment is successful. And I probably need to
start looking for a job.
***
Headline: Exclusive: They've Cracked Creativity… And This Could Cost Me My Job
Lead: Dear reader, you just got randomly
selected to be part of an experiment: it's me vs. an algorithm -- an algorithm that can allegedly, according to the company that built it, write a more effective text than humans. Could it be true?
Well, if the words you're reading right now are indeed among the ones their algorithm created, then this experiment is successful. So this human is soon getting fired.
***
Headline: Exclusive: They've Cracked Creativity -- Or, How Language Meets Math
Lead: Check this out: you just got randomly selected to be part of an experiment: it's me vs. an
algorithm -- an algorithm that can allegedly, according to its creators, write better than humans, including myself. Could it be true? Well, if the text you are currently reading was indeed generated
by their technology, then I guess machines win over humans. So this human is soon getting fired.
***
Headline: Exclusive: Words Have Secret Powers
Lead: I never thought I would say this, but you just got randomly selected to be part of an experiment: it's me vs. a machine -- a machine that can allegedly, according to the company that
built it, write better than humans, including myself. Are they right? Well, if the words you're reading right now are indeed among the ones their algorithm created, then I guess machines win over
humans. So this human is soon getting fired.
***
Headline: Exclusive: Words Have Secret Powers -- That's Not A Joke
Lead: You just got randomly selected to
be part of an experiment: it's me vs. a machine -- a machine that can allegedly, according to its creators, write a more effective text than humans. Are they right? Well, if the text you are currently
reading was indeed generated by their technology, then this experiment is successful. So this human is soon getting fired.
***
Headline: Must-read: This Article Was
Generated By A Machine… And This Could Cost Me My Job
Lead: Check this out: you just got randomly selected to be part of an experiment: it's me vs. a machine -- a machine that
can allegedly, according to its creators, write a more effective text than humans, including myself. Could it be true? Well, if the text you are currently reading was indeed generated by their
technology, then I guess machines win over humans. And I probably need to start looking for a job.
***
Headline: Must-read: This Article Was Generated By A Machine -- Or,
How Language Meets Math
Lead: Dear reader, you just got randomly selected to be part of an experiment: it's me vs. a machine -- a machine that can allegedly, according to the company
that built it, write better than humans. Could it be true? Well, if the words you're reading right now are indeed among the ones their algorithm created, then this experiment is successful. And I
probably need to start looking for a job.
***
Headline: Must-read: 16 Million Different Ways To Sell Something
Lead: You just got randomly selected to
be part of an experiment: it's me vs. an algorithm -- an algorithm that can allegedly, according to its creators, write better than humans. Are they right? Well, if the text you are currently reading
was indeed generated by their technology, then this experiment is successful. And I probably need to start looking for a job.
***
Headline: Must-read: 16 Million Different
Ways To Sell Something -- That's Not A Joke
Lead: I never thought I would say this, but you just got randomly selected to be part of an experiment: it's me vs. an algorithm -- an
algorithm that can allegedly, according to the company that built it, write a more effective text than humans, including myself. Are they right? Well, if the words you're reading right now are indeed
among the ones their algorithm created, then I guess machines win over humans. And I probably need to start looking for a job.
***
Headline: Must-read: They've Cracked
Creativity… And This Could Cost Me My Job
Lead: I never thought I would say this, but you are about to read a story that was probably created by a machine -- a machine that can
allegedly, according to its creators, write better than humans. Are they right? Well, if the text you are currently reading was indeed generated by their technology, then I guess machines win over
humans. So this human is soon getting fired.
***
Headline: Must-read: They've Cracked Creativity -- Or, How Language Meets Math
Lead: You are about to read a
story that was probably created by a machine -- a machine that can allegedly, according to the company that built it, write a more effective text than humans, including myself. Are they right? Well,
if the words you're reading right now are indeed among the ones their algorithm created, then this experiment is successful. So this human is soon getting fired.
***
Headline: Must-read: Words Have Secret Powers
Lead: Dear reader, you are about to read a story that was probably created by an algorithm -- an algorithm that can
allegedly, according to its creators, write a more effective text than humans, including myself. Could it be true? Well, if the text you are currently reading was indeed generated by their technology,
then this experiment is successful. So this human is soon getting fired.
***
Headline: Must-read: Words Have Secret Powers -- That's Not A Joke
Lead: Check
this out: you are about to read a story that was probably created by an algorithm -- an algorithm that can allegedly, according to the company that built it, write better than humans. Could it be
true? Well, if the words you're reading right now are indeed among the ones their algorithm created, then I guess machines win over humans. So this human is soon getting fired.
***
Headline: The Power Of Emotions: This Article Was Generated By A Machine
Lead: You just got randomly selected to be part of an experiment: it's me vs. an algorithm -- an
algorithm that can allegedly, according to the company that built it, write a more effective text than humans, including myself. Could it be true? Well, if the text you are currently reading was
indeed generated by their technology, then I guess machines win over humans. So this human is soon getting fired.
***
Headline: The Power Of Emotions: This Article Was
Generated By A Machine -- That's Not A Joke
Lead: I never thought I would say this, but you just got randomly selected to be part of an experiment: it's me vs. an algorithm -- an
algorithm that can allegedly, according to its creators, write better than humans. Could it be true? Well, if the words you're reading right now are indeed among the ones their algorithm created, then
this experiment is successful. So this human is soon getting fired.
***
Headline: The Power Of Emotions: 16 Million Different Ways To Sell Something… And This Could
Cost Me My Job
Lead: Check this out: you just got randomly selected to be part of an experiment: it's me vs. a machine -- a machine that can allegedly, according to the company that
built it, write better than humans. Are they right? Well, if the text you are currently reading was indeed generated by their technology, then this experiment is successful. So this human is soon
getting fired.
***
Headline: The Power Of Emotions: 16 Million Different Ways To Sell Something -- Or, How Language Meets Math
Lead: Dear reader, you just
got randomly selected to be part of an experiment: it's me vs. a machine -- a machine that can allegedly, according to its creators, write a more effective text than humans, including myself. Are they
right? Well, if the words you're reading right now are indeed among the ones their algorithm created, then I guess machines win over humans. So this human is soon getting fired.
***
Headline: The Power Of Emotions: They've Cracked Creativity
Lead: Dear reader, you are about to read a story that was probably created by an algorithm -- an
algorithm that can allegedly, according to the company that built it, write better than humans. Are they right? Well, if the text you are currently reading was indeed generated by their technology,
then I guess machines win over humans. And I probably need to start looking for a job.
***
Headline: The Power Of Emotions: They've Cracked Creativity -- That's Not A
Joke
Lead: Check this out: you are about to read a story that was probably created by an algorithm -- an algorithm that can allegedly, according to its creators, write a more effective
text than humans, including myself. Are they right? Well, if the words you're reading right now are indeed among the ones their algorithm created, then this experiment is successful. And I probably
need to start looking for a job.
***
Headline: The Power Of Emotions: Words Have Secret Powers… And This Could Cost Me My Job
Lead: I never thought I
would say this, but you are about to read a story that was probably created by a machine -- a machine that can allegedly, according to the company that built it, write a more effective text than
humans, including myself. Could it be true? Well, if the text you are currently reading was indeed generated by their technology, then this experiment is successful. And I probably need to start
looking for a job.
***
Headline: The Power Of Emotions: Words Have Secret Powers -- Or, How Language Meets Math
Lead: You are about to read a story that was
probably created by a machine -- a machine that can allegedly, according to its creators, write better than humans. Could it be true? Well, if the words you're reading right now are indeed among the
ones their algorithm created, then I guess machines win over humans. And I probably need to start looking for a job.