Yaniv Makover, CEO & Co-Founding father of Anyword – Interview Series

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Yaniv Makover is the CEO and co-founder of Anyword, the leading generative AI copywriting solution designed for marketing performance. Yaniv graduated from Ben-Guiron University with an M.S. in Computer Science and Information Systems Engineering. Prior to working at Anyword, Yaniv conducted extensive research within the fields of Machine Learning and Natural Language Processing, working directly with a number of the world’s largest publishers to optimize their promoting and content to enhance their performance. With the advances of Large Language Models, it was now possible to construct an AI that might have the opportunity to grasp which words will make the deepest impact before you publish them. This was the start of Anyword. Yaniv and his family live in Tel Aviv, where he oversees operations across Anyword’s Latest York, Tel Aviv, and satellite offices worldwide.

What initially attracted you to computer science? 

I’ve been coding from age 7, so I’ve all the time had a robust interest. I’ve all the time liked constructing things and it’s easy to construct with software.

Could you share the genesis story behind Anyword?

We founded our first company, Keywee, in 2013. Keywee is a performance marketing platform and repair that helps publishers like The Latest York Times and The Washington Post to amass latest audiences. By working with the world’s best writers, we began to grasp the true power of accurate and data-driven copywriting. Some publishers were performing higher than others, driving more conversions and engagement. From there we were inspired to coach algorithms to put in writing high-performing marketing copy and subsequently we launched Anyword to share this technology with marketers worldwide in May 2021.

How has the hype around ChatGPT impacted Anyword?

ChatGPT is excellent at elevating an individual’s general level of writing. But an authority marketer struggles to make use of ChatGPT for his or her purposes. It’s not on-brand and it doesn’t know what copy will perform best. With Anyword, skilled marketers can actually use LLMs to generate high-performing copy based on relevant marketing data.

When users are 1 click away from creating 100s of variations of copy, how does the system determine what to recommend?

It’s a mix of LLM models and Anyword’s homegrown predictive performance model, with the user’s temporary helping to create essentially the most relevant copy that has the best potential to attain their marketing goal (conversions, engagement, reach…) for his or her particular use case (Facebook, LinkedIn, Google ads vs. social, vs. website copy…)

To interrupt it down: Our system helps users to construct a robust temporary. This combined with additional instructions and talking points allows our AI to generate copy. Copy variations are then scored against Anyword’s proprietary scoring model, based on billions of promoting data points.

Our business solution goes one step further, allowing clients to construct their very own custom AI models built on their very own best-performing campaigns.

How do you high-quality tune content to resonate with a selected audience or increase engagement?

Users have loads of control here. They will arrange and choose specific goal audiences, which include demographic and pain-point data. When chosen, these aspects essentially develop into an element of the prompt that generates copy that will likely be more attractive to those audiences. Anyword includes several ‘Content Improver’ templates, which specifically improve ad and social copy. The system scans existing content and provides unique options to enhance the rating. Users may improve their scores directly from generated responses. Finally, within the temporary process in addition to on generated responses, users can offer further instruction to high-quality tune the outcomes they get. Users can depend on the predictive performance rating panel to grasp the impact their words have on engagement.

One in every of the more powerful functions on Anyword is the Predictive Performance Rating, how can it predict how well a selected copy will convert?

Trained on 2 billion real marketing data points, Anyword’s AI looks for relationships between the words generated and top-performing marketing assets. Based on a user’s goals, Anyword’s scoring model provides a 0-100 rating that’s easy to grasp at-a-glance. Users may dive deeper, nonetheless, to grasp the total engagement prediction for age and gender demographics, occupation, and individual pain points.

The Search engine marketing community is usually concerned that if Google detects AI content that it can penalize the location in search engine rankings, how do you reply to these fears?

The driving force behind Google’s search team has been about finding worthwhile, relevant content for searchers. And so worthwhile, relevant content stays the measure, whether it was written by an individual, or generated with AI. It’s still early days, so we are able to’t be categorical, nevertheless it appears that the widespread adoption of generative AI in such a brief time frame makes it difficult to discover and downgrade results for all AI generated content. Anyword does provide a built-in plagiarism detector, which ensures that regardless of how copy is generated, the ultimate copy is completely original.

There are dozens of solutions available on the Anyword platform from Amazon product description generators, to long form blog posts. Could you briefly discuss which tools are currently the most well-liked, and which of them you see trending upwards?

The preferred tools on our platform actually cut across all marketing functions. The Blog Wizard, which allows for straightforward Search engine marketing-optimized article generation is our hottest feature. It’s followed closely by the Instagram Caption generator for organic social media, and the Facebook Ads Primary Text generator, which supports performance marketing.

The trend, especially recently, has been for massively increased usage of our Writing Tools suite. This includes the flexibility to enhance existing copy, summarize ideas, construct bullet points, expand sentences, and more. We also see more users selecting to generate their temporary directly from a live URL. These are each tools that will be used along with any area in marketing, and we consider shows an increased willingness on the a part of marketers to trust and work collaboratively with generative AI.

What’s your vision for the long run of Generative AI?

Generative AI will quickly develop into an element of everybody’s each day life and work processes. We’re already seeing discussions around integrations into the Google or Microsoft Office suite, Bing Search, and assistant tools like Siri and Alexa. As time moves on, we could see written works being generated specifically for individual audiences, pitching language to reading level or cultural context. Moreover, we are going to proceed to see increasingly powerful purpose-built platforms like Anyword which are built with a selected functionality in mind, and whose power will increase exponentially.

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