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The Impact of AI-Generated "Emotional" Language on Customer Engagement

Digital marketers can gain a competitive edge in today’s always-on landscape by better understanding and engaging their customers/audience, creating more personalized experiences, and leveraging data to make informed decisions.

Sounds simple enough, right? Not exactly, but it is changing and in some interesting and effective ways thanks to very innovative technology. 

Persado, for example, a provider of AI-generated marketing language solutions, recently announced that fifty of its customers, including Caesars Entertainment, are now taking advantage of its artificial intelligence platform through an integration with Salesforce and it appears to be paying off.

The integration withthe  Salesforce Marketing Cloud essentially allows Persado customers to create personalized, emotionally targeted language and content that is designed from the outset to increase customer engagement and conversions. 

Persado’s integration with Salesforce essentially just takes advantage of Persado One, the company's deep learning algorithm which analyzes previous marketing program data to create an "emotional profile" for individual customers and then generates individually targeted relevant language for the personalization of campaign content across channels. Specifically, Persado One’s integration with Salesforce Marketing Cloud allows for the dynamic delivery of individually personalized emotional content in a single email campaign. 

Persado has been working with Caesars (who like most savvy brands is focused on increasing customer engagement), for example, to identify and generate the specific language and emotions that will best resonate with its audience and deliver personalized messages through the Salesforce Marketing Cloud to existing and prospective customers - and the results have been quite impressive: Caesars has seen a more than 12 percent increase in email open rates and a 24 percent lift in click through rates.

“Personalization is a key goal for us at Caesars and we partnered with Persado and Salesforce to deliver email personalization that is focused on driving business results,” says Tonya Carpenter, Director of Email Marketing. “Not only that, but we are gaining a deeper understanding of our customers and are also gaining insights into the factors that are driving customers to engage.”

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