Did a machine write the tagline for the advertisement that prompted you to buy that cup of coffee you’re drinking right now? Maybe not but it could happen soon. Persado, which uses advanced machine algorithms and computational logistics to automatically craft marketing messages that engage readers, got the $30-million investment in a fundraising round led by Goldman Sachs, reports TechCrunch. The five-year-old Persado boasts a 49.5% conversion rate for its computer-generated copywriting messages and says that by using its catalog of one million words and phrases, marketers use its software to craft “cognitive content” messages—those designed to get people to engage—more reliably than human copywriters.
“Cognitive content has a much broader applicability if you think that in the next few years everyone wants to inspire action,” cofounder Assaf Baciu told TechCrunch. “If you have a Fitbit device and you want motivation to run the next 5K…. if you’re in the market for dating and you want to improve your chances…. All of these are examples of areas where cognitive content can play a role.”