Phrasee, the AI-powered language optimization platform, has announced that it will now create language responsive to customer sentiment in real time. Phrasee automatically generates and optimizes messaging for a full range of channels, including web, email, social and push.

This new offering from Phrasee will combine its optimization capabilities with individual customers’ language profiles based on first-party data. Phrasee will watch in real time as the AI refines the messaging. Phrasee customers have a “set-and-forget’ option, allowing Phrasee to continually optimize campaigns with next-best-messages in the brand’s tone of voice.

Why we care. The natural language generation category is getting hot as marketers seek to closely engage with prospects and customers, but do it at scale. We recently reported on a similar, first-party data-based solution from Persado. Phrasee is emphasizing continuous, real-time optimization.

AI is really the only route to doing personalization at scale so it’s not surprising to see this space growing rapidly.

Read next: AI-driven personalized content grows in importance for marketers

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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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