• by Ray Schultz , October 11, 2018

Persado has added what it calls Narrative Intelligence -- the ability to tell stories and humanize marketing interactions -- to its AI-based platform. 

The objective is to “make storytelling not just one element of an algorithm, but to make it the entire driving force,” states Alex Protopapas, vice president of innovation at Persado. 

The company says it can create personalized messaging in email subject lines, email body copy, and for web, mobile and social media. 

To do this, Persado analyzes the brand’s tone, style, voice and audience characteristics, it says. Then it builds a custom language mode that will serve as the foundation of campaigns.

These efforts incorporate personal, cultural and campaign-specific variables, and they reflect the narratives that are unique to brands and campaigns, the firm says.

Case in point: Persado says it produced narratives under each of four dimensions for a fashion retailer’s new arrivals campaign, and weighted those to create the most effective messages: 

Affordable luxury: the right fashion at the right price, look your best within your budget 

New season: start fresh, new season goals, introducing the new you

Prestige: turn heads this fall, your runway moment awaits, spotlight on you 

New arrivals: you're getting a first look, just-arrived fashion, you'll love these new items

“To date, artificial intelligence applied to marketing has improved efficiencies through automation and predictive insights, but marketers are still faced with the challenge of telling natural, personalized stories at scale,” states Assaf Baciu, co-founder and SVP of product & engineering at Persado.