From Generic to Genius Content in Real Time: ACE Your Ads with the Power of AI
Imagine that you could capture every bit of text on the Internet, find all the relationships among them, and use this insight to develop enticing creative and simulate human conversation. That’s the power of large language models, and in the realm of advertising, LLMs are fast becoming one of the most effective ways to personalize communications. As AI transforms the world with unprecedented innovation, LLMs are a key part of an AI-enabled product strategy that elevates how ads resonate with every audience.
At Rokt, we’ve launched a new capability that will help advertisers rapidly customize content to turn the generic into the hyper-relevant and move from delivering the ‘right ads’ to the ‘best ads.’
Meet ACE, our adaptive content engine powered by the insights garnered from more than 4.6 billion ecommerce transactions across our trusted network as well as custom-trained large language models integrated with our 11+ years of machine learning. ACE is an optimization generator that allows advertisers to automatically create message variations to deliver highly relevant offers and boost the return on their ad spend.
Unlike more commonly available AI platforms like ChatGPT, ACE focuses on the semantics of performance copy, customizing content by advertiser for different customer segments. The tight coupling with our robust machine learning systems enables ACE to generate new ideas to improve relevance that are informed by all previous customer interactions.
Ace human and machine collaboration
By using the predictive power of Rokt’s platform, ACE optimally wraps key value propositions and social proof (i.e. “#1 brand for customer satisfaction”) in emotive language that appeals to your target audience.
AI is only as good as the data it’s trained on. At Rokt, after processing more than 4.6 billion transactions, we’ve learned a thing or two about the Transaction Moment™, the magical moment when people are buying. This makes our content generation more relevant and higher performing. By combining our proprietary interaction data, advanced machine learning capabilities, and the growing power of generative AI, we can now deliver highly adaptive, micro-targeted content to boost relevance. And, using ACE in conjunction with multivariate experiments enables us to pinpoint which parts of the message are most effective in engaging customers.
We believe the best AI use cases keep humans in charge. ACE is not intended to replace marketing expertise. You are in the driver’s seat in adjusting tone, prompts, messaging, and final approvals. Throughout our human-in-the-loop processes, our adaptive content engine provides a rapid way to leverage insights and help you make your communications as relevant as possible.
Ace message variations in seconds
Using ACE, you can rapidly scale customized messaging through these four steps:
Step 1: Automatically review your existing site and landing pages
ACE analyzes the tone and sentiment of your site, including background information about your company and commonly used phrases. You can also input desired tone and emotion if you want something different. This information will be used to generate initial variations.
Step 2: Score the champion ad
When you submit a “champion ad” – the ad that serves as a starting point for future prompts – Rokt compares it against the best ad performers across our network of 17,600+ brands and advertisers.
ACE scores our top-performing ads and takes the average (represented in dark blue in the diagram below). We then score the champion ad (represented in light blue), uncovering areas for potential improvement. This information is used to create the first set of generative AI prompts.
Step 3: Customize suggested prompts
Next, ACE displays our learned best practices in standard message prompts. These prompts capture instructions to help your ad succeed.
For example, ACE may suggest a prompt to create a sense of urgency in your campaigns or a prompt that evokes empathy and sincerity to drive higher conversion. You can fully edit these to adapt to your own ideas.
Step 4: Generate variations
Now comes the best part: In a matter of seconds, ACE generates content variations. Human input is paramount here. You can give the message a “thumbs up,” “thumbs down,” or “final,” which provides ACE with key feedback to improve future copy generation.
For example, if your prompt is about incorporating an urgent tone, ACE will provide variations about acting now instantly. These suggestions are informed by the advertiser’s brand language and value propositions, with a tone dialed into their key customer segments.
Similarly, if you have a prompt that appeals to heroism in protecting animals, ACE generates variations on saving animal lives, informed by the details of your offer.
With ACE, you can effortlessly iterate on creative to meet various audience needs.
Ace relevance with AI-enabled first-party data
Rokt’s machine learning algorithms pair different offers and copy to the customers who are most likely to respond. By working in conjunction with ACE, our ML learns how relevance varies by each customer and shares these insights back to our adaptive content engine, which then generates increasingly personalized communications.
This deep integration between ACE and ML means that you’re not just generating an ad; you’re acing an outcome. With ACE, you’re using predictions and optimizations based on every single one of the 4.6 billion transactions across Rokt’s network of more than 17,600 brands and advertisers over the last decade. Our industry-first tools tap into unique first-party transactional data to recommend relevant next best actions beyond just personalized experiences.
The result is maximum relevance – serving the ‘best ad’ to the ‘best customer’ at the ‘best time’ – all in a matter of seconds.
Learn how to ACE your ads today!