Email senders and other people in marketing face at
least one dilemma: How do they scale content without losing their brand voice?
Attentive, an omnichannel marketing platform, is offering a solution.
Its new product, Brand Voice
2.0 provides marketers with greater control over how AI-generated messages are created and reviewed. Users can define brand guidelines, preview AI-generated content and project a consistent brand
voice across email, SMS and RCS, the company says.
The goal is to help teams create message and maintain “a consistent brand voice while building trust and improving performance of
AI-generated marketing content,” says Nakul Narayan, chief product officer at Attentive, in a statement.
One user is ILIA Beauty, which is using Attentive AI to drive repeat
purchasing at scale without sacrificing its brand voice. It claims to have achieved a 280% purchase list and 225x ROI from its automated journeys.
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"We like to speak to our customers at a
mature level,” says Alexandra Salai, director of lifecycle marketing at ILIA Beauty. “We’re very promotion-averse, and we can exclude certain language to make sure we’re not
saying anything that isn’t extremely held close or owned by us.”
According to Attentive, the new platform provides:
- Centralized brand
guidance based on identity, personality and rules
- Real-time previews of content before it is sent.
- Tools to maintain a consistent brand image,
whatever the channel.
- Shared brand guidance via AI Pro, AI Journeys and AI Campaigns.
"As marketers adopt AI across more customer
communications, they need better control and confidence in how AI-generated content reflects their brand," Narayan concludes.