Dive Brief:
- Caesars Entertainment has seen a 12% increase in email open rates and a 24% increase in click-through rates since the company began leveraging Persado’s artificial intelligence platform integrated with Salesforce, a Persado news release said.
- Caesars is using the platform to create personalized and “emotionally targeted” language and content to lift customer engagement and conversions.
- Persado’s integration with Salesforce allows companies to utilize Persado One, a solution that uses deep-learning algorithms to analyze previous marketing data and develop an emotional profile of consumers. The platform then generates “individually targeted relevant language” to create personalized campaigns across different channels.
Dive Insight:
Caesars’ ability to increase email open rates and click-throughs using an AI-powered platform shows how brands can use the technology for one-to-one marketing via email when paired with a CRM platform like Salesforce. Emails to existing customers that use language targeted to the recipient could encourage them to open the email and deepen the relationship with the brand in a way that drives interest in making a repeat visit.
Though AI is relatively new, marketers are embracing the technology for its data analysis, predictive and ad targeting capabilities. Brands are using AI and chatbots to make business decisions and product recommendations and offer sales support and customer service. For example, Domino’s has an AI assistant named “Dom” to take orders and help consumers track orders.
While few details were provided in the news release about the type of content that Caesars used in its campaigns, casinos and gambling brands have put more focus on non-gambling amenities, like dining and entertainment, to lure millennials, a segment that the industry has struggled to attract. AI seems well-suited for the travel and hospitality industries, where insights and personalization are essential parts of guest experience. Emirates Vacations has also found success with AI. The company added AI-powered chatbots to its display ads that answer travel and trip questions and offer vacation and package recommendations. The brand saw an 87% engagement lift in click-through rates during a test of the ads.
As consumers continue to expect brands to deliver more unique, personalized experiences, marketers are expected to invest more in AI. Spending on the technology is expected to reach $19.1 billion in 2018, up 54.2% over 2017. By 2021, AI spend is projected to reach $52.2 billion, reflecting a 46% compound annual growth rate from 2016 to 2021, according to International Data Corporation research.
