Goldman Sachs invested $ 30 million in Persado cognitive content developer

Increasingly, start-ups are automating activities in various fields - it is now the turn to create advertisements. Investment bank Goldman Sachs has invested $ 30 million in startup Persado, which develops software that can create “cognitive content.” At the core of the Persado idea is writing up-to-the-minute content that will force users to take a certain action.

“We launched more than 4,000 advertising companies with an average conversion rate of about 49.5%. Cognitive content has a much wider scope of potential use, especially if you want to encourage users to take certain actions. If you have some kind of sports bracelet, then you want to force users to go more than 5 thousand steps, or, for example, take a dating application - in this case, you want to encourage users to have the maximum number of likes or similar actions. In all these examples, cognitive content plays a certain role, ”said Alex Vratskayds.

Currently, Persado is focused on generating marketing campaigns, but in the next few years, the company plans to find potential niches in the market for devices to track physical indicators. Regardless of the scope of application, Persado is based on generating an ideal marketing message for users, based on their preferences and language features. Currently, Persado is able to work with 23 languages, and with each launched advertising campaign, the service vocabulary is growing, which allows you to create more and more relevant ads. So, currently in the Persado dictionary there are more than 1 million words and phrases that marketers somehow use in their own advertising campaigns, and the service can automatically modify them for the best user response.
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To date, Persado has more than 200 employees located in New York, San Francisco and London. The greatest problem in the development of Persado was the search for new potential niches for development, but now the service is receiving increasing attention from marketers.