JPMorgan Chase has signed a five-year contract with a startup that uses artificial intelligence to write promotional texts.

During pilot use, it turned out that the Persado machine learning tool produced better versions of advertising than the bank’s own authors. Quality was measured by higher clickthrough rates – in some cases more than double.

JPMorgan Chase’s marketing director Christine Lemkau says Persado’s technology is incredibly promising: “It rewrites articles and headlines in a way that doesn’t even come to real marketers. It works.”