AI for content authenticity

Today’s modern marketplace is an amazing and sometimes treacherous tapestry of millions of different and unique individuals, each of whom must be approached individually, respectfully, and inclusively.

The days of generalization—segmenting target markets based on broad and generalized brackets of demographic and psychographic data—are over. It’s simply not possible for a team of marketing executives, no matter how brilliant and experienced, to create stories and narratives that will speak broadly to thousands of diverse personas in a personal, authentic and emotionally inspiring way – until RAD AI.

We all have a story. In what segment should we force it?

At RAD AI, we humbly take our core guiding principle from the brilliant and iconic American author Maya Angelou. He said: “I learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Our AI platform enables us to create authentic marketing campaigns across any digital channel to deliver measurable results and quantifiable return on investment (ROI). While most people think of AI as something cold, massively complex and difficult to understand, we see it as a warm and friendly partner.

Smart marketers understand very well how their customers think. But true masters of the craft manage to create original campaigns that capture the hearts of their customers.

It is virtually impossible for humans to predict how people will or may not react. We know how we might feel (I laugh at my own jokes, but my kids don’t!), but we can’t imagine the hearts and minds of the diverse nature of our world. Each of us relate to reality differently based on who we are, how we grew up and our worldview – that’s why we need help.

Today’s modern marketplace is an intricate tapestry of diverse and unique personalities, each of whom needs respectful and inclusive communication.

Ironic as it may sound, marketers need a rigorous, structured, data-driven approach to scale communication with measurable impact. We “just” need to merge the right and left brain.

Why don’t marketing executives focus more on authentic storytelling rather than the often sterile and clichéd one? One reason is that it’s hard to get emotions right; It can be risky, and when you don’t get it right, it can backfire. Many of us have been forced to play it safe, fall back on the average, sound like everyone else, and settle for less than we wanted to achieve. I don’t know about you, but I want to improve, impact, and set the world on fire with every story I tell.

Our AI understands an infinite array of personas, we don’t need to guess who will feel what. Ironic as it may sound, the data makes us understand emotions in a difficult market:

• We measure authenticity by deconstructing it into its component parts, including resonance, behavior, and emotion.
• We take these insights and refine our segmentation models by defining higher LTV targets.
• We capture statistically significant data and improve engagement, conversion and ROI by knowing what content (images, video and text) should be used by which personas and on which channels.
• Finally, we analyze the segmentation models and figure out what makes these high-value prospects “pick,” in short, we slice the balloon into very, very thin slices.

We can take a data set (read: how real people react, behave, and feel) and cross-check it against third-party data sources to validate the effectiveness of the model. With the click of a button, our algorithm scans hundreds of millions of data points across web properties like Reddit, Pinterest, search, and social.

Our AI is not smarter than you or me. But it can certainly read much faster, understanding patterns of behavior from hundreds of millions of pages of structured and unstructured data.

It’s not easy for marketers to listen as much as we talk. Maya, our AI, is a fantastic listener. In fact, in a sense, it does just that. He observes, watches, listens and helps us to understand more deeply the many diverse personalities.

We recently created an impactful marketing campaign for one of Las Vegas’ premier resorts. The goal was to help our client better understand their huge customer base, identify high-value customers, and deliver award-winning influencer content. The content we created through AI-informed influencers served as a proxy for a diverse market and created a scale of authentic content. This helped our client accrue three material benefits:

1. They saved money by repurposing RAD AI-informed content into the marketing mix
2. They achieved both brand building KPIs and performance KPIs
3. They integrated messaging across multiple brands and sub-brands, not an easy thing to do, especially in a highly decentralized marketing organization across multiple brands and sub-brands.

This is not something we could have done using traditional AB testing or qualitative research. A “verbal report” doesn’t cut it. We needed to test our stories and narratives “in the wild” and observe and measure actual behavior, millions of times over, in a virtually infinite number of feedback loops.

In short, we use our AI to aggregate and analyze data to optimize, adapt and repurpose content into each client’s marketing mix:

1. Create economies of scale: you develop content once, then adapt it everywhere
2. Optimize content on an iterative basis
3. Tailor content to each channel and persona, improving ROI performance against KPIs
4. Unify your marketing mix, amplify across all channels, including paid media, websites, landing pages, email and blogs

Ultimately, you need to understand her story if you want to win her heart.

It costs the same amount to exclude, annoy and bore people as it does to engage, inspire and motivate them.

Let’s work together to tell stories that contain magic. Let’s combine the power of storytelling with the wonders of artificial intelligence.