JPMorgan Chase has found software that writes better ads than humans can

In another sign that the future of work is already here, JPMorgan Chase has signed a five-year deal with a software startup that uses artificial intelligence to write marketing copy, following a successful pilot with the technology. In tests, JPMorgan Chase found that Persado's machine-learning tool crafted better ad copy than its own writers could muster, as measured by the higher click rates--more than double in some case--on digital ads for Chase cards and mortgages. In one such matchup, an ad written by a human read, "Access cash from the equity in your home." The more successful version, from Persado, read, "It's true--You can unlock cash from the equity in your home." "Persado's technology is incredibly promising," Kristin Lemkau, chief marketing officer at JPMorgan Chase, said in a statement.