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Unlocking Growth with Generative AI-Powered Personalization

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How generative AI is unleashing the power of connection

While most generative AI solutions available to e-commerce brands provide efficiency gains, the ability to instantly create copy at scale is no longer a market differentiator and doesn’t necessarily produce revenue. Persado Motivation AI is not just efficient but also effective as it understands what motivates customers to engage.”

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With the help of technology, retailers are delivering the ultra-personalized experiences today’s consumers demand. Over the past few years, the way people shop has evolved drastically, but one feature of the experience has remained—customers want personalization. Whether they are shopping in-store or online, consumers have come to expect that companies will deliver interactions tailored to their preferences. While this level of customer understanding was often reserved for in-person shopping experiences, advancements in technology, such as artificial intelligence (AI), have made it possible for e-commerce retailers to know what their customers need and want in a whole new way. “No matter where they are shopping, customers are looking for true value and human connection from a brand experience,” says Michele Nemschoff, senior vice president of marketing at Persado, the Motivation AI company that generates personalized communications at scale. “So AI-powered marketing strategies that are designed to get the right message to the right customers at the right time are very important to e-commerce retailers.” Creating connections Generative AI has become a game changer for e-commerce retailers. This technology can rapidly create text, images, video, and other media that can make marketing and operations more efficient. And, with Persado Motivation AI, a specialized class of enterprise generative AI, this messaging can be more effective. Through this platform, retailers can create content at scale to provide more personalized content and experiences to more customers. The result? More specific segments and better-served customers overall.

—Michele Nemschoff, Senior Vice President of Marketing, Persado

Tapestry brand Kate Spade enhanced customer retention and loyalty with the help of the Persado Motivation AI. Kate Spade and Persado shared their story at CommerceNext 2023 during a breakout session entitled How Generative AI Enhances Retention and Loyalty at Kate Spade. Through their partnership with Persado, the Kate Spade team discovered some valuable insights into their customers that changed some of their digital marketing messaging. The team learned that their customer responds well to gratitude and intimacy language (both emotions are tagged within Persado’s knowledge base). Prior to adopting generative AI in 2019, Kate Spade used digital marketing messaging that wasn’t optimistic, such as “This sale is ending soon.” In trying to create a sense of urgency, the messaging did not come off as intended. In response, the Kate Spade team has focused on softer, more upbeat language across its digital marketing campaigns. Finally, by evaluating data from Persado, the team found that Kate Spade customers respond well to holidays. While this wasn’t surprising for a celebration brand, Persado found that digital marketing language that encourages online shoppers to indulge, such as “This is the best gift for Valentine’s Day,” drives the most sales.

Harnessing the power of Persado Motivation AI What differentiates Persado is its performance, i.e. the ability to drive business results (sales, bookings, upgrades, and sign ups). While most generative AI solutions available to e-commerce brands are efficient, the ability to instantly create conversational, on-brand copy doesn’t necessarily produce revenue. Unlike other generative AI solutions that pull data from the internet without taking performance into account, Motivation AI has been trained for 10 years on real customer interactions with Fortune 500 campaigns. “Our Motivation AI knowledge base consistently generates the highest performing digital marketing messaging across industries, digital channels, geographies, and languages,” says Nemschoff. “E-commerce teams have key performance indicators and revenue goals they need to hit. E-commerce brands using Persado for text generation can do so faster and increase conversions with digital marketing messaging proven to perform.” Retail marketing and e-commerce teams can implement Persado Motivation AI through Essential Motivation and/or Dynamic Motivation. Essential Motivation is a self-service generative AI platform for enterprise brands. Teams input their content needs using prompts and generate the highest performing copy in seconds across every digital channel, including email, SMS, website, push notifications, social media, and more. With Essential Motivation, retailers can think beyond clicks and email opens and optimize campaigns to drive direct revenue. Driving conversions with AI Retailers know that AI and generative AI are the future. This technology will be crucial for building brand loyalty and improving conversions. Brands that apply Dynamic Motivation to the online cart see a return on investment in weeks. Dynamic Motivation is designed to take the online cart from static and boring to dynamic and engaging. It uses Motivation AI and session data (i.e. browsing behavior, shopping history, customer preferences, etc.) to deliver personalized language in the online shopping cart. While one shopper will get “Your order is ready!” another will see “Great choices.” Dynamic Motivation can also be applied across websites and email. “Persado Dynamic Motivation makes customers feel that the brand understands them and inspires them to act,” says Nemschoff. “While e-commerce personalization is prevalent in earlier stages of the customer journey, brands often ignore doing so on the online cart page, yet this is a pivotal step in the online shopping journey. It is when the decision to move forward with a potential purchase is made.” The most successful retailers will embrace generative AI today or risk getting left behind. Nemschoff suggests retailers keep it simple, identifying immediate and attainable AI goals and finding an AI solution that can achieve them.

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To learn more about Persado Motivation AI, visit

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“The in-store shopping experience is based on seeing and trying on products firsthand as well as perhaps getting advice from sales associates,” says Nemschoff. “And it’s now possible for e-commerce retailers to recreate a lot of what shoppers love about the in-store experience online.” Creating human connection with a brand online can include everything from answering with thoughtful replies on social media to having detailed product reviews that convince shoppers that their selections are the right products for them. Some common ways online retailers are using generative AI in e-commerce include AI chatbots, high-performing digital messaging, content and image creation, and virtual fitting rooms. On the backend, online retailers also use generative AI to better understand their customers through no-code reporting and to analyze consumer search trends to improve search engine optimization.

Persado.com

To learn more about Persado Motivation AI, visit

Back Home

The power of personalization: How Generative AI makes enterprise brands more human

Why language is the key to omnichannel personalization

Watch Video

Deliver personalized digital shopping experiences all the way to checkout

Explore more

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Unlocking Growth with Generative AI-Powered Personalization

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Harnessing the power of Persado Motivation AI What differentiates Persado is its performance, i.e. the ability to drive business results (sales, bookings, upgrades, and sign ups). While most generative AI solutions available to e-commerce brands are efficient, the ability to instantly create conversational, on-brand copy doesn’t necessarily produce revenue. Unlike other generative AI solutions that pull data from the internet without taking performance into account, Motivation AI has been trained for 10 years on real customer interactions and transaction data. “Our Motivation AI knowledge base consistently generates the highest performing digital marketing messaging across industries, digital channels, geographies, and languages,” says Nemschoff. “E-commerce teams have key performance indicators and revenue goals they need to hit. E-commerce brands using Persado for text generation can do so faster and increase conversions with digital marketing messaging proven to perform.” Retail marketing and e-commerce teams can implement Persado Motivation AI through Essential Motivation and/or Dynamic Motivation. Essential Motivation is a self-service generative AI platform for enterprise brands. Teams input their content needs using prompts and generate the highest performing copy in seconds across every digital channel, including email, SMS, website, push notifications, social media, and more. With Essential Motivation, retailers can think beyond clicks and email opens and optimize campaigns to drive direct revenue. Driving conversions with AI Retailers know that AI and generative AI are the future. This technology will be crucial for building brand loyalty and improving conversions. Brands that apply Dynamic Motivation to the online cart see a return on investment in weeks. Dynamic Motivation is designed to take the online cart from static and boring to dynamic and engaging. It uses Motivation AI and session data (i.e. browsing behavior, shopping history, customer preferences, etc.) to deliver personalized language in the online shopping cart. While one shopper will get “Your order is ready!” another will see “Great choices.” Dynamic Motivation can also be applied across websites and email. “Persado Dynamic Motivation makes customers feel that the brand understands them and inspires them to act,” says Nemschoff. “While e-commerce personalization is prevalent in earlier stages of the customer journey, brands often ignore doing so on the online cart page, yet this is a pivotal step in the online shopping journey. It is when the decision to move forward with a potential purchase is made.” The most successful retailers will embrace generative AI today or risk getting left behind. Nemschoff suggests retailers keep it simple, identifying immediate and attainable AI goals and finding an AI solution that can achieve them.