Phrasee has launched the first product of its kind for Facebook and Instagram campaigns.

The new product, trialled by Wowcher and three other companies, allows customers to test artificial intelligence-generated language at scale in social advertising.

Early pilots at Wowcher have delivered an average reduction in cost per lead of 31 per cent compared to the human written copy.

Phrasee for Facebook and Instagram builds on the global success of the company’s email subject line product and applies it to social campaigns.

Phrasee’s artificial intelligence writes and optimises language for Facebook and Instagram in a way that’s unique to a brand’s strategy, voice and guidelines, delivering more engagement, clicks and conversions, all at a lower cost per impression.

“For too long, we’ve relied upon humans to write marketing copy for social ads,” said Parry Malm, chief executive and co-founder of Phrasee.

“Now there’s a better way.

“We’ve invested heavily in our artificial intelligence-powered copywriting technology and are super proud to have extended it from email marketing to Facebook and Instagram ads.

“The amazing feedback from our customers and agency partners on the early results really shows that we’re delivering huge bottom-line value to brands around the world.”

The product is targeted at global brands and agencies running social campaigns on behalf of clients.

Already, agencies such as Tomorrow TTH and Social Chain are using the product as a catalyst for their campaigns.

Social marketers can create artificial intelligence-powered copy for campaigns in minutes and the product uses past campaign results to train its deep learning engine, ensuring continued and progressive performance.

“I can honestly say when we embarked on this latest initiative with Phrasee, we didn’t expect a cost per lead reduction of over 31 per cent”, said Alexis Harrison, head of external media at Wowcher.

“We’ve always been impressed by the ability of Phrasee’s artificial intelligence I tech to deliver human sounding, brand-compliant email subject lines that generate amazing business results. Its new Facebook and Instagram product takes things to a whole new level.”

Hilton

Also among recent partners for Phrasee has been Hilton, which partnered with the company earlier this year.

Speaking to Breaking Travel News in London, Marc Lantrok, customer engagement lead for Hilton in Europe, Middle East and Africa, explained: “Integrating artificial intelligence into our consumer marketing and customer engagement engine was a big deal for us.

“Despite artificial intelligence being such a big topic, we found that the Hilton leadership team did not know what it meant.

“Luckily for us, we met Phrasee and it was a whirlwind of activity.

“We did a proof of concept and the results were stellar.

“We then went to contract with Phrasee and we never looked back.”

Phrasee

Phrasee is world-leading AI that generates and optimises marketing copy at scale, delivering improved results for email subject lines, push notifications, and Facebook and Instagram ads.

Founded in 2015, Phrasee is the go-to solution for ambitious, intelligent and analytical marketers.

Maria Korelina