True generative messaging: Evolving from AI-insertions to total personalisation

AI-powered messaging has become a game-changer in B2B sales.

Sopro lives at the forefront of this revolution with our state-of-the-art true generative messaging engine, integrating OpenAI’s advanced capabilities to weave spectacular custom messaging. As the technology continues to proliferate, we are seeing two very distinct versions of AI-powered message enhancement emerging: these can be broadly categorised as Generative Insertions and True Generative Messaging. 

In this post, we’ll explore the two approaches, highlighting their pros and cons and explaining why True Generative Messaging is undoubtedly the future of high-performance outreach. 

Okay, first up, what are Generative Insertions?

Generative Insertions involve using AI tools to generate and insert custom text blocks within a standard email template. For instance, your AI append tool might generate personalised greetings, subject lines, or specific body text segments based on scenario data points (E.g., recipient industry challenges or recent LinkedIn activity), which are then inserted into a pre-existing template to semi-personalise the content. 

Pros of Generative Insertions: 

1. Efficiency: Quick and easy to implement within existing templates.   

2. Compatibility: Supported by most outreach platforms.  

3. Cost-effective: Requires less computational power and resources compared to full generative systems. 

4. Consistency/compliance: Maintains a fixed structure across emails, ensuring a consistent brand voice and message alignment.   

Cons of Generative Insertions: 

1. Limited personalisation: Often results in generic, formulaic messages that lack the subtleties of true personalisation. 

2. Easily detectable: Recipients can often spot the inserted elements, reducing the perceived authenticity. 

3. Performance: Generally, falls short in performance metrics such as response rates and engagement compared to true generative messaging. 

What is True Generative messaging?

True generative messaging, on the other hand, involves using AI to create entire emails from scratch based on an extensive brief. How you use AI – and the brief you give it – is key. We’re not just asking ChatGPT to write an outreach email here.

Instead, we’ve developed a multi-layered AI engine powered by OpenAI. We trained it on over 80 million Sopro outreach emails. And the brief that goes into every email is exhaustive, with extensive data on the recipient and their company, and equivalent data about the sender and their tone of voice.

This approach leverages the power of AI to craft highly personalised, contextually relevant, and engaging full messages that resonate far more with recipients. 

Pros of True Generative Messaging: 

1. True personalisation: Tailors each message to the individual recipient, significantly enhancing relevance and engagement. 

2. Authenticity: Produces messages that are coherent and fluid. 

3. Performance gains: Our high-performance generative messaging engine is delivering significant performance gains over the legacy model, insertion-based messaging. 

4. Instruction-based message iteration: “Make my messages longer”, “…more personalised”, “…funnier”. 

Cons of True Generative Messaging: 

1. Cost: Requires more computational power and advanced AI capabilities. This quickly translates to cost. 

2. Difficulty: More challenging to implement within outreach platforms or delivery engines, and harder to maintain requisite infrastructure compared to generative insertions. Complex system integrations are required. 

3. Resource: Typically requires specialist in-house AI resources to develop and significant tech investment to implement and maintain at a competitive state. 

AI messaging in under two minutes

Want to understand how AI can give you the edge in B2B outreach? Watch the video below as Steve and James take you through the strengths, weaknesses and opportunities of AI messaging.

So, why are Generative Insertions falling short?

Despite the initial appeal, generative insertions are becoming increasingly easy to spot. For example, consider these generic and awkwardly phrased messages: 

• “Dear [FirstName], I hope this email finds you well in [City] during these [WeatherCondition] times.” 

• “Hi [FirstName], as a [JobTitle] at [CompanyName], you must be facing [CommonIndustryChallenge].” 

You can spot them a mile off, and so can your prospects. 

Insertion-based personalisation can read as robotic and insincere, lacking the authenticity needed to engage recipients in a meaningful and competitive way. In contrast, fully generative messaging creates a seamless, coherent narrative tailored to each recipient’s entire scenario, context, and needs.   

For example: 

• Auto-tailoring tone of voice to each recipient based on role, seniority or other factors. 

• Building entirely custom angles of approach based on recipient business and role-specific pain points. 

• Enabling full multilingual messaging capabilities. 

Step into the future of B2B outreach with True Generative messaging

While generative insertions offer a quick fix, they are rapidly being outpaced by the superior performance and authenticity of true generative messaging. As businesses seek to enhance their outreach efforts, adopting fully generative approaches is becoming key to staying ahead in the competitive B2B landscape. 

At Sopro, we are pushing the bar from generative template insertions to fully generative, truly personalised messaging. Our cutting-edge engine crafts custom messages from scratch, ensuring each email is personalised, contextually relevant and engaging. This approach has proven to deliver significant performance gains, setting a new standard in B2B outreach.