Parry Malm

Phrasee built an AI platform for generating and optimising brand language in marketing communications, using natural language generation models trained specifically on email subject lines, push notifications, and digital advertising copy to produce high-performing marketing text at scale. The London company pioneered AI-generated marketing copy before large language models made text generation widely accessible, building proprietary models tuned for commercial conversion outcomes rather than general language fluency.\n\nThe company was acquired by Brandwatch, the consumer intelligence and social media analytics company, in 2023. Prior to acquisition, Phrasee raised venture funding from investors including GPG and SuperSeed and built a client base including Virgin, Wowcher, and several major retail brands that used its platform to run continuous AI-generated copy experiments across email and digital channels. The company reported measurable open rate and click-through improvements for marketing campaigns using AI-generated subject lines versus human-written alternatives.\n\nPhrasee competed in the AI marketing copy market against Persado, a US rival with a similar AI brand language approach, as well as emerging generative AI writing tools including Jasper and Copy.ai. The acquisition by Brandwatch integrated Phrasee capabilities into a broader social and consumer intelligence platform, creating a combined offering covering listening, analytics, and AI content generation. The market context for the acquisition shifted significantly with the release of ChatGPT, which democratised AI text generation and compressed the value of specialised marketing copy models.