AI-Based Version Tests Yield 68% Lift Over Marketers’ Choices: Persado Study

Persado was using AI to create marketing content when ChatGPT was still learning to sing Daisy. They haven’t had much attention recently but did just release this interesting study that found senior marketers do no better than chance at picking the winner among three possible email subject lines. The key is less that AI generates better content than that Persado tests many alternatives to find which performs best.

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Credo AI Aims to Tame Generative AI Risks

May 12, 2023

Excitement about ChatGPT and friends is already being replaced by doubts it can live up to the hype.  (Here’s a Gartner take, for example.)  What’s good about that is vendors are already building tools to address those concerns.  For example, Credo AI, an AI governance software vendor (yes, it’s a category), just released GenAI Guardrails, which helps companies minimize the risks of AI misuse and build the most valuable applications first.

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Just 29% of Retailers Recognize Customers Across Platforms: CommerceNext Survey

May 11, 2023

Retailers continue to struggle for access for complete customer data.  A CommerceNext survey of ecommerce managers found that only web analytics (95%), behavior (89%) and email/SMS interactions (83%) are used by more than half the respondents.  Underused sources include loyalty data (47%), point of sale purchases (44%), and customer service interactions (42%). An impressive 64% said they do incrementality testing but many fewer capture customer IDs (46%), do predictive scoring (25%) or attempt ID resolution (22%).

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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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