JPMorgan Chase
AI-generated marketing copy
In 2019, JPMorgan Chase signed an enterprise-wide 5-year deal with Persado to generate its marketing copy with AI, after a pilot showing up to +450% click-through rate against 50 to 200% for human variants.
Key points
- Marketing copy (headline, body, CTA) generated and optimized by AI.
- Via the Persado platform, on email, display, and push.
- Pilot: up to +450% click-through rate against 50 to 200% for human copy.
- Evidence B, living status mixed signals.
Objective
Increase the yield of Chase's direct marketing campaigns (Card, Mortgage, personal banking, home lending, wealth management) by entrusting the writing and optimization of copy to an AI engine rather than to marketers' judgment alone.
The deployment
Chase uses Persado's platform to generate the headlines, body copy, and calls to action of its direct-response campaigns. The engine starts from a base of words and phrases tagged by emotional charge, produces many variants, tests them in real delivery, and favors the wordings that perform. The partnership began with a pilot in 2016 on the Card and Mortgage businesses, then was extended in 2019 by a five-year enterprise-wide deal. In the pilot, the copy produced by Persado showed up to 450% lift in click-through rate, where human-written variants sat in a range of 50 to 200%.
Results Proof B
Pilot figure published in Persado's official press release (vendor, interested source) and picked up by name in trade press (Marketing Dive, Banking Dive). It is not an audited financial result, but several sources agree on the same figure and the same scope.
How it works
Inferred typical approachThe internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.
The stack in detail
- plateforme Persado (Motivation AI / Message Machine) generation and optimization of marketing copy from a base of words and phrases tagged by emotional charge
- llm Moteur NLG et ML d'optimisation Persado generation of variants (headline, body, CTA) and learning on per-variant performance in real delivery
- infra Canaux d'activation Chase (email, display, push) delivery of the variants on Chase's direct-response channels; the sending tooling is not named in the sources
How it runs, concretely
For ops teams-
1Brief and framing marketing
Marketers define the offer, the audience, and the brand and compliance guardrails.
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2Variant generation AI
Persado produces many wordings (headline, body, CTA) from its base of words tagged by emotional charge.
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3Delivery and testing marketing / platform
The variants run in real delivery on email, display, and push.
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4Optimization AI
Per-variant performance flows back into the model, which favors the winning wordings for the next round.
The click-through and conversion rate per message variant. Without enough exposure volume, the engine cannot statistically separate the wordings.
How your customers perceive this type of use
Sourced studiesUn ecart net separe les annonceurs des consommateurs : 77% des annonceurs voient l'IA positivement contre 38% des consommateurs (Yahoo/Publicis, 2024). Les mesures implicites confirment le rejet declare : en EEG, les pubs generees par IA produisent une activation memorielle plus faible que les pubs traditionnelles et sont decrites comme agacantes, ennuyeuses et confuses (NIQ, 2024). La disclosure a un effet ambivalent : elle augmente fortement la confiance quand elle est remarquee (Yahoo/Publicis), mais 27% des jeunes consommateurs disent faire moins confiance a une entreprise dont la pub est creee par IA (IAB, 2024).
Acceptance conditions
- Une disclosure visible : quand la mention IA est remarquee, la confiance globale envers l'entreprise augmente de 96% (Yahoo/Publicis 2024)
- Une qualite visuelle suffisante : les visuels IA de basse qualite augmentent l'effort cognitif et distraient du message (NIQ 2024)
Red lines
- Le contenu IA non declare puis identifie : 72% des consommateurs disent que l'IA rend l'authenticite difficile a etablir (Yahoo/Publicis 2024) et les marques utilisant des pubs IA sont plus souvent jugees inauthentiques ou non ethiques par les consommateurs que par les dirigeants (IAB 2024)
- Les mannequins et personnes generes par IA : 46% des consommateurs n'en veulent pas dans la publicite, l'inquietude premiere etant les standards de beaute irrealistes (Attest 2025)
Sources: Yahoo / Publicis Media (terrain Ebco) 2024 · IAB (avec Attest) 2024 · NIQ (NielsenIQ) 2024 · Attest 2025
How to replicate
Inference, not sourcedData prerequisites
- Campaign history with per-variant performance
- Sufficient audience volume to test statistically
Org prerequisites
- Brand and compliance validation process compatible with generated variants
- Acceptance of letting a model write the copy
Possible stack
- Persado
- Phrasee
- Jasper or another marketing NLG
- Native A/B testing of the emailing platform
The plan, step by step
- Step 1Choose a high-volume channel (promotional email) and establish the performance baselineDeliverable: Per-variant performance history + defined test audience
- Step 2Frame the brand and compliance guardrails for generated wordings (essential in banking)Deliverable: Validation rules approved by compliance
- Step 3Have the platform generate the variants from the brief (offer, audience, constraints)Deliverable: Set of approved variants ready to deliver
- Step 4Test in real delivery against human copy on the same audienceDeliverable: CTR and conversion lift per variant, statistically separated
- Step 5Extend to the next channels and products and industrialize the brief-generation-validation loopDeliverable: Process in place with the ongoing optimization loop
First step: Choose a high-volume channel (promotional email) and test generated variants against human copy on the same audience.
The same pattern, proven in other industries
Adobe
in-house genAI production of marketing content at scale
Atlassian
internal genAI agents for account targeting and marketing content production
BMW
advertising and experiential creation with generative AI
Sources
- S1 JPMorgan Chase Announces Five-Year Deal with Persado For AI-Powered Marketing Capabilities Interested party archive pending
- S2 JPMorgan Chase inks 5-year deal to generate marketing copy via AI Established press archive pending
- S3 JPMorgan Chase bets on AI to generate marketing copy Established press archive pending
An error, newer info, a source?
This page lives on its accuracy. If a figure has moved, if the deployment has changed, or if you have a higher-quality source, tell us. Every sourced correction is verified before publication.