According to the bank, an AI-generated, pilot Chase promotion titled “LIMITED TIME OFFER: We’ll reward you with $5 Cash Back when you go paperless” generated nearly double the “unique clicks” compared with JPMorgan Chase copywriters’ original “Go paperless and earn $5 Cash Back.”
A Persado promotion that claimed “It’s true — You can unlock cash from the equity in your home” with a quick “Click To Apply” button attracted 47 applications a week; humans’ “Access cash from the equity in your home” with a “Take a look” button raised just 25 a week.
And the AI system’s “REGARDING YOUR CARD: 5% Cash Back Is Waiting For You” generated nearly five times the “unique clicks” of human-made “HURRY, IT ENDS DECEMBER 31 Earn 5% Cash Back At Department Stores, Wholesale Clubs,” etc.
“Persado’s technology is incredibly promising. It rewrote copy and headlines that a marketer, using subjective judgment and their experience, likely wouldn’t have. And they worked,” JPMorgan chief marketing officer Kristin Lemkau said in a statement. “We think this is just the beginning.”
Is the bank squeezing out creative copywriters?
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