A New Frontier for Enterprise SaaS Tooling: Jacquard Set to Redefine AI in Marketing as the Category Architect That Enables Enterprise Brands to Speak the “Customer’s Language”
Jacquard, the enterprise tooling for brand messaging that resonates everywhere, arrives on the automation scene as a major player in the future of AI deployment. Built on over a decade of empirical data from Phrasee, Jacquard is an established category architect. It’s also set up for success with an invigorated leadership bench and standout branding, which combine to demonstrate the ambitious growth trajectory of the business.
Devised to solve enterprise-level brand messaging challenges, Jacquard is fuelled by purpose-built architecture and language calibration. These combine to produce trusted content at scale and drive lasting brand affinity with consumers.
Resonate everywhere
Jacquard represents a milestone moment in AI messaging generation for marketers worldwide. It enables brands to input their unique tone of voice and specific creative brief requirements and generate messaging that’s expertly calibrated to reflect customer preference – through proprietary AI tooling alongside its computational linguist team. So a brand’s lifecycle marketing can work harder, reach further and resonate more deeply with every customer through automation. The platform delivers at speed and scale, engaging audiences worldwide in a personalized way.
Messaging that performs
Jacquard’s core platform can generate up to 2,500 message variants in 30 seconds from a single brief. Its enterprise tooling curates brand language for compliance, performance, and campaign diversity. When using Jacquard’s Audience Optimisation add-on, these campaigns beat human controls 94% of the time – and 100% over time. Jacquard’s Personalised Campaigns add-on takes this further, generating thousands of personalized messages.
Branding to reflect universal application
Jacquard has also unveiled its new branding, developed in partnership with London-based technology brand specialists MultiAdaptor.
The name was influenced by a pivotal invention in the Industrial Revolution: the Jacquard loom. This innovation fuelled the transition from manual to automated production of complex patterns, amplified the efficiency of weaving, and inspired the first programmable computers. It parallels the Jacquard proposition—with its purpose-built architecture to harness the power of AI, emulating craft at scale.
The central idea of the brand, to resonate everywhere, underscores Jacquard’s relevance to global enterprise and speaks to its ability to help the world’s biggest brands meet customers where they are in a more meaningful way.
The brand’s identity is high-tech, high-quality, and deliberately distinctive in an industry of software sameness.
The Jacquard brand will be unveiled in full at the Cannes Lions Festival of Creativity on Monday, 17 June 2024. The launch kicks off with an advertising takeover of Nice Airport, where 58 ads will be displayed.
Daniel Head, CEO of Jacquard, comments, “Jacquard’s mission is to enable marketers to solve the necessary challenge of multi-channel lifecycle marketing – delicately nurturing relationships with customers wherever they are with messaging that resonates. This is lifecycle marketing – the opposite of interruptive and often irrelevant messaging that only exists to drive purchases. It requires messaging via more campaigns (e.g., why opting into web push comes with benefits), more channels (the average US consumer uses 5.4 according to Forrester), in more languages (per the customer’s preference), with language tailored to individual interests and profiles (because Baby Boomers don’t talk like Gen Z), and with much greater testing of message variants to ensure a precise fit. The limited capacity of human content teams means enterprises cannot address this need without the right technology. AI and LLMs come with the promise of automation and scale. But how can companies access the world of AI technologies, scale them into their mature operations, and trust the content to enable automation?”
“Whenever humans are involved in the process – to ‘mark the LLM’s homework’ – the opportunity of automation and scale is lost. LLMs are a general and powerful raw material. Carbon fiber can be made into bicycle frames or airplane wings. The sand can be made into bricks or glass. As with all raw materials, tooling is required to harness their potential at an industrial scale. For brand messaging, this is Jacquard. Purpose-built architecture for brand messaging, with thousands of control points, language calibration, and a decade’s worth of empirical data and deep learning, Jacquard delivers content accuracy and performance results that marketing teams can trust, which enables them to amplify their lifecycle marketing output.”
Toby Coulthard, Chief Product Officer, comments, “Up until now, personalization in customer marketing has been defined by merge tags, coded conditional logic, and largely limited to product and name placeholders in email subject lines. And while that might have appeared innovative 20 years ago, it’s now synonymous with spam.”
Also Read: The Future of Retail is AI: Personalized, Efficient, and Customer-Centric
“The launch of Personalised Campaigns is set to redefine the application of personalization in customer marketing forever. Our Personalisation Engine understands our customers’ products and services. It can articulate urgency, formality and different brand tones and sentiments. It generates language at a massive scale, many orders of magnitude above what’s been done before. And with tens of thousands of language permutations per campaign, it’s more effective and accurate than an army of copywriters. It delivers higher engagement rates across more channels than human-led equivalents.”
“The sky’s the limit for specialized campaign content generation. For brands who want to resonate with an increased proposition of their TAM and build long-term customer relationships, Personalised Campaigns is a no-brainer.”
