Motivation AI technology delivers a personalized language experience that motivates online shoppers to buy
New York, May 17, 2023 — Persado, the Motivation Artificial Intelligence (AI) company, announced today the launch of Dynamic Motivation, a new marketing solution that generates words and phrases that are personalized in real time for every online shopper. Brands see 3-5% increase in ecommerce revenue when using Persado Dynamic Motivation to personalize web content at the cart and checkout stages.
Persado Dynamic Motivation leverages a brand’s automatically anonymized web session data—combined with Persado’s vast knowledge base of enterprise marketing language and automated decisioning—to dynamically deliver the best words and phrases that motivate each customer. The new solution uses generative AI to create and determine optimal language that “speaks” to customers while on their shopping cart page.
“Our checkout page historically had matter-of-fact copy asking for delivery address, payment, etc.,” said Kathleen Jiang, Content Optimization Program Manager at Tapestry, Inc. “We experimented with Persado to see if speaking to the customer with more emotive and conversational language, like a store associate would use, would win—and we found, yes, it did win. We usually see impressive lift in conversion rates and decreases in cart abandon rates. We’ve even identified winning messaging for the ‘Post-Purchase Thank You Page’ where shoppers are encouraged to make a subsequent purchase. These path-to-purchase campaigns are a great example of how we share learnings and scale optimized content!”
How Dynamic Motivation Works
Persado Dynamic Motivation for the online cart drives ecommerce revenue and reduces cart abandonment by using specialized generative AI to help brands:
- Transform static online cart experiences into personalized paths to purchase
- Present the best-performing words and phrases to each individual based on web session and/or first-party data
- Serve the most impactful content, at the right time, during a customer’s journey
- Achieve immediate incremental lift (ROI is realized in days; not months or years)
Beyond the online cart, Persado can apply Dynamic Motivation across the digital journey, including landing pages, website banners and buttons, email, and other uses. For example, the solution personalizes digital journeys by displaying individualized language across the path to purchase—from the main web page, on web page banners, and through category pages and product pages, driving significantly more engagement and conversions.
“The online cart experience has been relatively static and uninspiring, espite 76% of consumers saying they are more likely to consider purchasing from brands that personalize, and online cart abandonment rates that average 70% on desktops and 85% for mobile,” said Persado Co-Founder and COO Assaf Baciu. “With Dynamic Motivation, Persado applies the power of generative AI with personalization at scale, so brands present the most impactful words and phrases for motivating each individual to engage and convert. We are seeing large retailers capture 3-5% more revenue at this critical stage in the path to purchase—simply by personalizing cart experiences through words.”
Specialized Generative AI for Marketing
Dynamic Motivation is the next generation of Motivation AI, a specialized class of enterprise generative AI technology that drives business outcomes. Persado Motivation AI uses advanced machine learning, natural language processing (NLP), and deep learning transformer models to understand intent and create emotion-informed messages that are quantifiably proven to motivate individuals to take action.
Unlike other large language models, such as ChatGPT, which pull and learn from the wide internet, Motivation AI is trained on a specialized dataset of real interaction and transaction data from 150 million U.S. consumers—reflecting more than 800,000 structured experiments to measure and refine language, emotional response, and engagement. Dynamic Motivation builds on Persado’s 10+ years of working with top brands in retail, travel and leisure, financial services, and other sectors, to determine the language that most motivates consumer engagement and conversion.
“It’s incredible to see how far we’ve come with Persado AI on this personalisation journey, and it feels like we’re just getting started,” said Alex Williams, Head of Growth and Personalization at Marks & Spencer. “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.”
First-Party Data Sources and Rapid Time to Value
Brands can realize business impact with Dynamic Motivation within days. Further, Persado can demonstrate meaningful impact starting with just web session data, delivering high speed-to-value opportunities. Deployment is as simple as adding Javascript to the page; there are no web integrations required. Persado can also leverage a brand’s first-party data sources, such as personal and demographic data, behavioral data, computed behavioral segments, product and category data, or transaction data.
Dynamic Motivation for the online cart is available today, with additional web journey (email and mobile) functionality launching later in spring. To learn more, visit https://www.persado.com/product/dynamic-motivation
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