Jasper, an early player in AI generative marketing technology, has developed new ways to give marketers more control over AI-created content.
Today, the Austin-based startup is adding several new features to give marketers more control and consistency when creating and scaling AI-generated content. A new feature, Brand IQ, uses “no code” tools to allow marketers to integrate brand guidelines into an AI model for consistent text and visual results. It also offers new ways to refine an AI model that helps inform voice, tone and style.
“One of the hardest things about using AI in marketing is making it look like you’re not using AI in marketing,” said Loreal Lynch, CMO of Jasper AI . “This means that everything that appears in the result must appear authentic. They should feel like they weren’t generated by AI, but like they were truly generated by your own team. They should be in your brand voice, in your brand tone, and in your brand style.
A feature powered by Brand IQ helps monitor AI results by flagging content that doesn’t meet a brand’s guidelines and giving marketers ways to change them in Jasper. The updates also incorporate technology from Clipdrop, an image creation and editing startup Jasper acquired from Stability AI in February. According to Jasper, an undisclosed large media company using Brand IQ saved “hundreds of hours” by automating social ads and banners for various sub-brands.
A second new feature announced today is Marketing IQ, which adds a layer of Jasper’s marketing knowledge with capabilities for text, images, video and other formats. Marketing IQ, which is based on a broad language model, incorporates integrated marketing optimization knowledge, for example to help with SEO when creating blog posts and to improve open rates when writing headlines. subject of emails.
Founded in 2021, Jasper was an early adopter of the generative AI boom and saw early momentum with the company reporting nearly 100,000 customers with a valuation of $1.5 billion at the end of 2022. Of course, Jasper isn’t the only company offering ways for marketers to refine AI models, with competitors like Writer AI and Typeface. The massive influx of AI marketing vendors has created new competition and challenges for procurement teams tasked with finding and vetting new tools — not to mention finding the budget to pay for them.
To that end, Jasper also believes the updates could help streamline AI content creation workflows, give marketers more self-service options for refining content, and potentially consolidate vendors using Jasper as the central platform. Lynch noted that some brand executives have asked whether the updates could help them replace current providers of tools like digital asset management or account-based marketing: “That’s something we’re seeing and that we hadn’t planned to do… It’s something that we’re seeing. we see them as sort of a secondary trend.
Streamlining content creation with AI can help brands overcome bottlenecks and produce the volume needed for personalized content, said Nicole Greene, an analyst at Gartner. As a result, providers are enhancing their platforms to consolidate content visibility, creation, workflow, and distribution in one place.
“As ready-to-use GenAI content creation and optimization tools proliferate, brands are focusing on solutions that can help position marketing as a growth engine through brand differentiation,” Greene said. “…Any marketing team looking to create high-quality, brand-differentiated content to deliver more resonant experiences for customers should pay attention to the type of capabilities developed by Jasper and its competitors.
The speed of AI change “creates some chaos” among so many potential AI options, said Brian Yamada, VML’s chief innovation officer. He also noted that this leads to what he sees as one of the biggest challenges: the build-or-buy problem. While out-of-the-box AI marketing tools may work for simple use cases, they may not be suitable for more complex problems requiring more personalized solutions.
How Jasper updates could help small businesses compete – if AI makes them stand out
While holding companies have their own AI platforms, other smaller agencies are also seeing how Jasper updates could help them without needing to build tools in-house. Megan Hueter, managing director of a new AI-focused social media agency called Everywhere, said Jasper’s tools can help them better balance building internal tools while testing them with external partners.
“Small businesses that leverage third-party tools might be able to scale more quickly because they are able to take advantage of third-party technologies that are evolving by the day,” Hueter said. “That’s why we do both. We’re working on our own project because it’s important, especially for some of our big clients.
Jasper’s tools could represent a “massive opportunity” for small businesses or even small teams within large companies, said Brent Vartan, co-founder of Bullish, a full-service agency and investment firm. start-up phase. However, it will be essential that Jasper can deliver the fine-tuning with the granularity needed to help brands or agencies stand out based on their own processes and tastes.
“AI is incredibly useful at the very beginning and incredibly useful at the very end,” Vartan said. “I think Jasper AI builds on the middle stuff, and it seems like there’s a huge void there… Or maybe Jasper works more towards the end… Which takes an obscene amount of time and human hours and is, to be honest, somewhat robotic work.
