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Movable Ink, a 13-year-old (SaaS) company specializing in digital marketing tools for businesses, is getting into the game with generative artificial intelligence.
The company is introducing a new feature called "Generation Model" that uses the OpenAI GPT-4 Large Language Model (LLM) to automatically link to existing online brand content and generate email subject lines that reflect the message to the target group.
“The topic, timing, and frequency of posting are key determinants of higher open rates,” Movable Ink CEO Vivek Sharma told VentureBeat via email. “The generation model allows you to personalize topics, while the prediction model determines when and how often to broadcast. The average customer using Movable Ink AI sees a 19% improvement in conversions and a 23% increase in sales.
The model is currently available in closed beta to select Movable Ink customers, but the company is also merging it with existing Prediction, Vision, and Insights AI models to create a new unified set of software tools called Movable Ink AI.
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In a press release given to VentureBeat ahead of launch, Sharma called the Generation model “a powerful addition to our AI Prediction, Vision and Insights models that work together to empower marketers and delight customers – a win-win for brands around the world.” a fundamentally different approach to email, allowing marketers to truly understand and respond to unique customer needs.
Create unique customer profiles
The Insights Movable Ink model creates unique customer profiles based on changing tastes and interaction data, and then allows marketers to predict and communicate what content is most effective and resonates with their target audience. This information can then be used to adjust future campaigns for better results.
The existing predictive model allows you to automate email marketing. It analyzes end user behavior, preferences, and data from previous campaigns to automatically select ideal content, compose new emails, and send them at the most convenient time and frequency for each end user to maximize engagement.
The company's vision model uses computer vision and natural language processing (NLP) to recognize, classify, and label various visual and textual elements in content. By identifying patterns and identifying effective creative elements, marketers can gain insights and automatically tailor strategies for each shopper.
With the addition of the GPT 4 generational model, marketers can now combine all of the tools to develop the most effective personalized emails for customers, including an interactive and content-optimized subject line.
“There is no data corruption. Subject lines are appropriate for the main subject that defines the email (i.e. “what the email is about”), not the company,” Sharma told VentureBeat in an email. Examples include excitement, curiosity, urgency, or nostalgia.
Strengthening well-known brands
A number of well-known brands, including Lands' End, have already used Movable Ink's artificial intelligence capabilities to personalize their target six million customers at scale.
“We've already made significant strides when it comes to human performance and customization at scale,” said Sarah Rasmussen, director of innovation at Lands' End. “In the future, the continued use of AI by our entire team is a clear step in the right direction. This allows us to innovate faster, better and more efficiently and can have a profound impact on how we interact with our customers, such as "going into new markets".
Movable Ink's goal is to enable marketers to personalize every customer touchpoint, and for brands to maximize revenue and streamline workflows. The New York-based SaaS company employs over 500 people and serves customers in North America, Central America, Europe, Australia and Japan.
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