A new survey from AI creative platform Persado underlines increasing interest in natural language processing and generation (NLP/NLG) among marketers, driven by the demand for personalized messaging and the need to extract maximum value from first-party data. Among organizations responding to the survey, using NLP for content generation was one of the top five uses of AI, coming slightly behind face and voice recognition and personalization.

Over 70% of respondents are using NLP for content generation or plan to do so within the next year. NLP capabilities include generation of texts, conversion of speech to text, automatically extracting information from texts and powering chatbots. Over 90% are using, or plan to use, AI to help personalize content.

The results of the survey, conducted by Coresight Research, are based on responses from 165 U.S.-based senior executives across multiple verticals with investments, or planned investments, in advanced AI and machine learning technologies and digital marketing.

Why we care. Persado entered the automated content generation game several years ago with a solution that used mathematical modeling to create demonstrably resonant email subject lines. It has since extended its offering across multiple digital marketing channels. That means, of course, that it is heavily invested in the growth of the AI-driven content space.

At the same time, the survey supports observations on the rapid development of this space by independent analysts. Not only is this one of the most intriguing applications of AI to follow — we also love the irony that the best way to develop lasting personal relationships, at scale, is by using machines.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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