It's AI darling: Five Startups Rewriting the Marketing Playbook

Since MAD//FEST LONDON began, we've been very proud hosts of the festival's 'House of Innovation'. We've seen startups come and go, many have scaled and brought innovation to the industry. However, in the last five months we've seen more innovation in the marketing & ad-tech space than in the last five years.

Yes, it's true that many startups have simply added AI to their tagline, brand or URL. However, cut away the hoards who have jumped on the bandwagon and you're left with a number of companies redefining the boundaries of possibility within the marketing and ad-tech space.

From automating content creation to providing granular customer segmentation, AI is emerging as a pivotal tool for modern marketers. According a recent Gartner prediction, AI in marketing is poised to generate up to $3.1 trillion in business value by 2025.

In this blog, we spotlight five groundbreaking startups from different parts of the world. Each company focuses on a unique aspect of the marketing stack, making substantial impacts on their clients' marketing strategies and ROI.

1. Persado (USA) - Copywriting & Content Generation

Persado , based in New York, is revolutionizing the art of copywriting by applying machine learning to content creation. Their algorithms analyze millions of phrases and the emotional reactions they trigger in audiences, allowing for more nuanced and effective copywriting. This approach changes the game for marketers by providing data-driven insights into customer psychology and behavior.

Impact:

• Over 250+ global brands have adopted Persado's technology.
• On average, clients see a 41% increase in engagement rates.

2. AdGreetz (India) - Personalized Video Ads

AdGreetz , hailing from India, is at the forefront of personalized video advertising. Their generative AI algorithms consider numerous data points like user behavior and preferences to create a multitude of uniquely tailored video ads from a single template. This ensures that each consumer receives content that speaks directly to them, thereby increasing engagement.

Impact:

• Up to 3x increase in engagement rates.
• 50% reduction in customer acquisition costs for clients.

3. Phrasee (UK) - Email Marketing Optimization

Founded in the UK, Jacquard is a leader in email marketing optimization. Utilizing natural language processing, their platform generates high-performing email subject lines, eliminating the hit-and-miss approach often seen in traditional methods. Their solution integrates with existing marketing clouds, making it a seamless addition to a brand's existing tech stack.

Impact:

• An average of 417% ROI for its clients.
• Clients include eBay, Virgin, and Domino’s.

4. Crayon Data (Singapore) - Customer Segmentation & Personalization

Crayon Data , based in Singapore, has developed a proprietary recommendation engine that uses AI to provide hyper-personalized product and content suggestions. The engine takes into account a wide range of data points, from user activity to purchase history, providing a uniquely tailored experience for each user.

Impact:

• Up to 20% increase in customer retention rates.
• 10% average uplift in customer lifetime value.

5. Retargeter (Brazil) - Dynamic Retargeting

Retargeter (acquired by ConversionPoint Technologies ), specializes in dynamic retargeting. The company uses machine learning algorithms to automatically adjust ad placements and content in real-time, based on a variety of factors such as user engagement and market conditions. This ensures a more cost-effective use of advertising spend, as well as better ROI.

Impact:

• 33% average increase in click-through rates.
• 18% average uplift in sales.

So, what does all of this mean for my brand?

From the art of crafting emotionally impactful copy to precise customer segmentation and engagement, generative AI is proving to be transformative. As consumer attention spans continue to dwindle, these startups are finding innovative ways to capture that scarce resource. In today's fast-paced marketing world, leveraging AI isn’t just an option; it’s a necessity. The AI revolution isn't just around the corner—it's already arrived. So, in an industry where the pace of change will never be as slow as it is today, how can you get going? The key is to experiment. The fastest to learn are the fastest to the future.

If you're looking for ideas on where to start, then get in touch and let our marketing & ad-tech analysts point you towards an AI solution that's right for you. With +40,000 marketing, ad-tech and comms-related companies in our global network, the solution to your challenge already exists, let us help you connect.