Infographic

The power of personalization:

How Generative AI makes enterprise brands more human

GRATIFICATION

Attention

Encouragement

Achievement

FASCINATION

Gratitude

Regret

Luck

Curiosity

Intimacy

Exclusivity

EXCITEMENT

Challenge

Urgency

Safety

A single word, phrase, or choice of story can transform a digital marketing experience from ignorable to engaging. To employ this type of powerful messaging performance, companies are turning to artificial intelligence (AI)—specifically generative AI that leverages advanced machine learning to create content at scale.

Persado has innovated this technology even further with Motivation AI, a class of enterprise-grade generative AI that not only develops digital marketing language that’s conversational and on-brand, but that also understands consumer motivation and intent. Using data from more than 1.5 billion interactions with 150 million U.S.-based customers, the Persado Motivation AI Platform generates motivation-aware messaging that’s proven to inspire consumer action across digital channels. Through these advanced capabilities, Persado Motivation AI can transform the digital customer experience across various industries, including retail, financial services, travel, technology, insurance, and more.

Persado Motivation AI

Motivation AI

Generative AI

Enterprise value

Motivation

Emotion

Relevance

Intelligibility

Cut through the digital noise

Research shows that customers are looking for tailored information at all stages of their buying journeys, from awareness through purchase. Yet, companies find it challenging to consistently deliver personalized messages due to the volume of channels and touchpoints customers use to seek information, from brand websites to social media.

Marketers could be leaving money on the table with every customer interaction. For every $100 million in attributable revenue, they are risking:

71%

76%

of customers expect personalization

Source: McKinsey & Company

of customers are frustrated when messages are not personalized

Source: McKinsey & Company

Source: Persado

to lost opportunities

$10M

Source: Persado

to generic offers

$5M

Persado Motivation AI captures business value through AI-generated language that drives individuals to engage and act (e.g., clicks, conversions, sales, email opens, bookings, upgrades, sign-ups, etc.). It’s created specifically for the performance needs of marketing, customer experience, and e-commerce teams.

Increase engagement with Motivation AI

By using Persado Motivation AI, an offer with a smaller discount rate can deliver more e-commerce sales and engagement than one with a deeper discount. This is because customers are more motivated to act based on the language that accompanies the digital offer than the price point.

Value proposition + offer

Motivation

VS.

More customers converted on a lower discount offer, simply based on motivation

Revenue lift

44%

Order lift

28%

Engagement lift

13%

Source: Persado

average conversion lift seen by Motivation AI customers across digital channels

41%

Source: Persado

of campaigns using Persado AI–generated language outperform brands’ best human-generated messaging

96%

“It’s incredible to see how far we’ve come with Persado Motivation AI on this personalization journey, and it feels like we’re just getting started. As we undergo a massive digital transformation as a business, we believe that partnering with companies like Persado will lead to a truly sustainable transformation—one that allows us to thrive for at least another 130 years.”

—Alex Williams, Head of Growth and Personalization, Marks & Spencer

Persado Motivation AI applies AI to generate personalized language that “speaks” to customers as if the brand knows them and exactly what motivates and inspires them. Through extensive data analysis and research, Persado has identified 16 emotion-driven motivators. By categorizing language according to associated emotions or motivators and using it in specific contexts, the platform can help enterprise brands choose phrasing that motivates customers to engage and act. Here’s how it turns words into action.

Find the right words to motivate

Develops a unique classification for marketing language

The language classification engine “understands” the factors that inspire behavior. For example, it can combine the appropriate emotive language for the context—such as achievement, gratitude, excitement, fascination, or something else— with a desired narrative and offer.

Source: Persado

Tags or labels vast numbers of language iterations

The Persado Motivation AI Platform measures the impact that different message components have on performance. This information is used to optimize messages so they resonate with each customer.

Source: Persado

Persado generates motivating messages that inspire engagement and action through patented deep learning AI. The technology uses algorithms to adjust content and motivate the individual to act.

Applies deep learning models with classification and rich interaction data

We're saying thanks with a special offer.

EMOTION:

gratitude

OFFER DESCRIPTION:

neutral

NARRATIVE:

appreciation

NARRATIVE:

neutral

OFFER DESCRIPTION:

gratitude

EMOTION:

We're saying thanks with a special offer.

lead with emotion, then offer

STRUCTURE:

lively

TONE:

uniqueness

FEATURE:

When it comes to the online cart where purchases take place, language often remains static and uninspiring. Persado Dynamic Motivation leverages the brand’s session data, alongside a vast knowledge base and automated decision-making, to inspire customers to complete their purchases. Persado’s AI chooses words preselected by the brand based on multiple data points (e.g., buying history, browsing behavior, etc.) for real-time personalization in the online cart.

Upgrade the online checkout experience

A one-message-fits-all approach overlooks individual motivations, alienating users

EMOTIONAL: urgency

EMOTIONAL: achievement

DESCRIPTIVE: popularity

FUNCTIONAL: navigation

FUNCTIONAL: exploration

FUNCTIONAL: acquisition

EMOTIONAL: regret

EMOTIONAL: encouragement

EMOTIONAL: exlusivity

EMOTIONAL: excitement

EMOTIONAL: attention

EMOTIONAL: intimacy

EMOTIONAL: excitement

FUNCTIONAL: acquisition

EMOTIONAL: curiosity

EMOTIONAL: exclusivity

Static message

Dynamic Motivation for the online cart

Source: Baymard Institute

~70%

average e-commerce cart abandonment rate

Source: Persado

increase in revenue when brands use Dynamic Motivation for the shopping cart

10x

25x

Source: Persado

return on investment within a matter of weeks with the implementation of Dynamic Motivation

Emotion-based motivators can change over time, depending on the season, economy, phase in the customer’s journey, channel, and industry, but the Persado Generative AI technology recognizes changes in consumer engagement and fine-tunes its language to deliver the highest-performing message.

Motivation-driven impact

Top performing narratives by industry in 2022

Fashion

Travel & Leisure

Financial Services

Versatility

Timelessness

Wanderlust

Rejuvenation

Community

Convenience

—Lisa Spira, Vice President, Content Intelligence, Persado

“Motivation AI is not just regurgitating what worked before; it’s trying new things and running tests. At Persado, we combine multivariate language experiments with generative AI to create new messaging. We adapt the old and enhance the new. This is a winning recipe for messaging that engages consumers and brings value to brands.”

Source: Persado’s 2023 Customer Motivation Report

To learn more about Persado Motivation AI, visit

Persado.com

©2023 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy (Your California Privacy Rights). | CCPA Do Not Sell My Information Fortune may receive compensation for some links to products and services on this website. Offers may be subject to change without notice. Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions. | EU Data Subject Requests

—Alex Williams, Head of Growth and Personalization, Marks & Spencer

Alex Williams, Head of Growth and Personalization, Marks & Spencer

—

Back Home

Persado.com

To learn more about Persado Motivation AI, visit

Back Home

Why language is the key to omnichannel personalization

Watch Video

Deliver personalized digital shopping experiences all the way to checkout

Explore more

How generative AI drives high value marketing for enterprise brands

Persado.com

To learn more about Persado Motivation AI, visit

Back Home

How generative AI drives high value marketing for enterprise brands

Watch More

Deliver personalized digital shopping experiences all the way to checkout

Explore more

Why language is the key to omnichannel personalization

Back Home