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Persado taps AI to personalize customers’ marketing messages

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Persado announced a new feature of its AI-powered marketing software today that’s designed to help companies create personalized marketing campaigns for individual customers based on their past engagements.

Called Persado One, the feature builds on the company’s existing software for marketing to consumers. Behavioral data from previous marketing campaigns is used to develop individual emotional profiles, and then generate personalized language for every message based on the profiles. The feature was announced as part of the AI Innovation Showcase at VB Summit 2017.

“On average, brands using Persado have seen 49.5 percent more conversions, and the personalization capabilities of Persado One augment those results,” said Assaf Baciu, Persado’s cofounder and senior vice president of product.

(Disclosure: Persado is a sponsor of VB Summit 2017.)

Persado One is part of the Persado Enterprise software bundle, which offers customized messaging across channels including email, display advertising, social advertising, SMS, push notifications, and direct mail. It’s the company’s premium offering, which sits alongside Persado Professional for individual marketers, which costs less but is primarily focused on email and Facebook ads, depending on the version of the product people purchase.

In addition to the product news, Persado also obtained a credit line of up to $30 million from Silicon Valley Bank to help fuel its business. It comes a year after the company closed a $30 million round of series C equity funding led by Goldman Sachs, to help automate content marketing production. The company intends to use the financing from SVB to fuel the expansion of the Persado Marketing Language Cloud.

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