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Happening Now: Robots Writing Copy

Artificial intelligence can do just about everything these days. As it turns out, that extends to editing advertising content. JP Morgan Chase has recently tested, and now adopted, a tool that utilizes robots to write ad copy and headlines. Starting with human-generated verbiage, the robot analyzes the copy based on six factors, and then provides thousands of new combinations. Initial results show that the robot-written content has resulted in significantly higher click-through-rates on their ads and more 88% weekly home equity applications.  

 

Can you tell which was written by the human and which by the robot?  

“It’s true—You can unlock cash from the equity in your home. Click to apply.” 

“Access cash from the equity in your home. Take a look.” 

 

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Vickie Routhier

Senior Vice President, Client Services & Strategy

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