Yaniv Makover, CEO and co-founder of the Anyword interview series

Yaniv Makover is the CEO and co-founder of Anyword, the leading generative AI copywriting solution designed for marketing effectiveness. Yaniv graduated from Ben-Giron University with a Master’s degree in Computer Science and Information Systems Engineering. Before working at Anyword, Yaniv conducted extensive research in machine learning and natural language processing, working directly with some of the world’s largest publishers to optimize their ads and content to improve their performance. Thanks to advances in large-scale language models, it is now possible to create artificial intelligence that can understand which words will have the most profound impact before they are published. This was the beginning of Anyword. Yaniv and his family live in Tel Aviv, where he oversees the operations of Anyword’s New York, Tel Aviv and satellite offices around the world.

What initially drew you to computer science?

I’ve been coding since I was 7 years old, so I’ve always had a keen interest. I’ve always liked building things and it’s easy to build with software.

Can you share the Genesis story behind Anyword?

We founded our first company, Keywee, in 2013. Keywee is a performance marketing platform and service that helps publishers like The New York Times and The Washington Post reach new audiences. Working with the world’s best writers, we began to understand the true power of accurate and data-driven copywriting. Some publishers performed better than others, driving more conversions and engagement. From there, we were inspired to build algorithms to write highly effective marketing copy, and then we launched Anyword to share this technology with marketers around the world in May 2021.

How has the hype surrounding ChatGPT affected Anyword?

ChatGPT is very good at raising the overall level of one’s writing. But the expert marketer struggles to use ChatGPT for their goals. It’s not branded and doesn’t know what copy will work best. With Anyword, professional marketers can actually use LLMs to create highly effective copy based on relevant marketing data.

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

It is a combination of LLM models and Anyword’s predictive performance model that helps the user create the most relevant copy that has the highest potential to achieve their marketing goal (conversions, engagement, reach…) for their specific use case (Facebook, LinkedIn, Google ’s ad vs. social vs. website copy…)

To destroy it. our system helps users build a powerful resume. This, along with additional instructions and talking points, allows our AI to generate copy. Copy variations are then evaluated against Anyword’s proprietary scoring model based on billions of marketing data points.

Our business solution goes one step further by allowing clients to build their own AI models based on their best performing campaigns.

How do you adjust content to resonate with a specific audience or increase engagement?

Users have a lot of control here. They can create and select custom target audiences that include demographic and pain data. When selected, these factors essentially become part of the cue that creates copy that will be more appealing to that audience. Anyword includes several “Content Enhancement” templates that specifically improve ads and social copy. The system scans the existing content and provides unique options to improve the unit. Users can also improve their scores directly from the generated answers. Finally, in a brief process, as well as with the answers received, users can offer further instructions to refine the results they get. Users can rely on a predictive performance scoreboard to understand the impact of their words on engagement.

One of Anyword’s most powerful features is the Predictive Performance Score, how can it predict how well specific copy will convert?

Trained on 2 billion real marketing data points, Anyword’s AI looks for relationships between generated words and the best marketing assets. Based on user goals, Anyword’s scoring model provides a 0-100 score that’s easy to understand at a glance. However, users can drill down to understand the full prediction of engagement across age and gender demographics, profession, and individual pain points.

The SEO community is often concerned that if Google discovers AI content that will penalize a site in search engine rankings, how do you respond to these fears?

The driving force behind Google’s search team has been to find valuable, relevant content for searchers. And so valuable, relevant content remains the standard, whether it’s human-written or AI-generated. It’s still early days, so we can’t be categorical, but it appears that the widespread adoption of generative AI in such a short period of time makes it difficult to identify and pin down results for all AI-generated content. Anyword provides a built-in plagiarism detector that ensures that no matter how it is copied, the final copy is completely original.

The Anyword platform has dozens of solutions from Amazon product description generators to long-form blog posts. Can you briefly discuss which tools are currently the most popular and which ones you see trending upwards?

The most popular tools on our platform actually cut through all the marketing functions. The Blog Wizard, which allows you to easily create SEO-optimized articles, is our most popular feature. This is followed by an Instagram Caption generator for organic social media and a Facebook Ads Primary Text generator that supports performance marketing.

The trend, especially recently, has been a massive increase in the use of our Writing Tools. This includes the ability to improve existing copy, summarize ideas, build bullet points, expand sentences, and more. We’re also seeing more users choose to generate their synopsis directly from a live URL. Both of these are tools that can be used in conjunction with any area of ​​marketing, and we believe demonstrate marketers’ willingness to trust and engage with generative AI.

What is your vision for the future of Generative AI?

Generative AI will quickly become a part of everyone’s daily life and work processes. We’re already seeing discussions around integrating Google or the Microsoft Office suite, Bing Search, and assistant tools like Siri and Alexa. As time goes on, we may see written works being created specifically for individual audiences, adapting the language to the reading level or cultural context. Additionally, we will continue to see more and more powerful targeted platforms like Anyword, built with specific functionality in mind, and whose power will grow exponentially.

Thanks for a great interview, readers who want to know more should visit Any word.

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