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Insights and Expertise

Three AI writing tools gaining traction social presence helps reinforce credibility while keeping
the organization visible to merchants, partners and pro-
Artificial intelligence writing platforms are be- spective sales agents. AI tools also make it easier to repur-
coming increasingly common in business market- pose existing content across multiple channels, allowing
ing, helping organizations create content faster organizations to maximize the value of every article, on-
and more consistently. While many tools offer line seminar or announcement they create.
similar capabilities, each platform has developed Turning merchant data into actionable insights
its own strengths.
Beyond content and communication, AI is also helping
ChatGPT, developed by OpenAI, functions as a ISOs make better use of the large amounts of data already
conversational assistant capable of generating ar- stored within their CRM and portfolio management sys-
ticles, emails, social media posts, outlines, brain- tems. Many organizations collect substantial merchant
storming ideas and research summaries. Many data but struggle to turn that information into actionable
businesses use it for drafting long-form content insights. AI-powered analytics tools can help identify
and refining messaging. Its flexibility makes it trends, segment merchants by behavior or industry, track
particularly useful for organizations seeking an campaign performance, and uncover upselling opportuni-
all-purpose writing assistant. ties.

Copy.ai is designed primarily for sales and mar- For example, AI may help identify merchants that could
keting automation. In addition to content gen- benefit from additional services such as business fund-
eration, it emphasizes workflow automation for ing, payroll solutions, upgraded POS systems or fraud
prospecting, outreach and sales communications. prevention tools. It can also help organizations identify
Many users rely on it for creating quick market- merchants at risk of attrition, allowing sales and support
ing copy, sales emails and promotional messag- teams to proactively strengthen those relationships before
ing. accounts are lost.

Jasper focuses heavily on marketing and brand Starting small and scaling strategically
content. The platform includes templates for blog
posts, ad copy, email campaigns, landing pages For organizations hesitant to adopt AI, the best approach
and social media captions. Jasper is often used by is to start small. Rather than attempting to overhaul an
marketing teams that want to maintain a consis- entire marketing operation, ISOs can begin by identifying
tent brand voice across campaigns and multiple one area where time is consistently being mismanaged.
contributors. Whether it is drafting social media posts, creating email
campaigns or organizing marketing data, AI tools are al-
All three tools can help organizations save time ready available within their systems that can help simplify
and increase output, but they still require human the process.
oversight. In highly regulated industries such as
payments, AI-generated content should always be Importantly, AI should not be viewed as a replacement
reviewed for accuracy, compliance and tone be- for human expertise or relationship-building. In the pay-
fore publication or distribution. ments industry, trust and personal relationships remain
essential. Instead, AI should be seen as a tool that allows
teams to operate more efficiently, communicate more con-
discount programs, for example, can receive a sequence of sistently and focus more energy on strategic growth initia-
emails explaining program benefits, compliance consider- tives.
ations, and implementation strategies without requiring
manual outreach from the sales team. As competition within the payments industry continues
to intensify, ISOs and MLSs that embrace practical AI so-
Using AI to simplify social media management lutions may find themselves better positioned to strength-
en merchant relationships, improve operational efficiency
Social media management is another area where AI can and scale their marketing efforts more effectively. And if
help reduce the burden on already stretched teams. Main- exploring AI tools still seems overwhelming, there is al-
taining an active presence on LinkedIn, Facebook and In- ways an experienced marketing professional in the wings
stagram can feel overwhelming for many organizations, to provide support and guidance.
especially when content needs to be created consistently.
Kackert is a seasoned marketing professional with experience support-
AI-powered tools built into platforms like Meta Business ing organizations across the payments and financial services industries.
Suite, Hootsuite, and HubSpot can assist with scheduling Through expertise in content marketing, digital strategy, public rela-
posts, generating captions, identifying trending topics, tions, and communications, she helps ISOs and Resellers build market-
and recommending optimal posting times. For ISOs re- ing strategies that attract, retain, and grow merchant portfolios. For
cruiting agents or building referral partnerships, this con- more information please visit www.kackertmarketing.com or reach out
sistency can be particularly valuable. A strong and active to Jaki at jbkackert@gmail.com

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