Matalan launches ‘groundbreaking’ GenAI tool for product descriptions

Matalan has launched a generative AI tool that creates detailed product descriptions for new items online in what it describes as an "industry first".

The new model, developed by digital transformation consultancy Kin + Carta, was built in just three weeks using Vertex AI, part of the Google Cloud suite.

It allows the British fashion and homeware retailer to create a hundred product descriptions in 30 minutes using product metadata and imagery with “absolute minimum" data input. This compares to the maximum of a hundred descriptions per day by Matalan copywriters.

“As the UK’s first retailer to be leveraging Generative AI in this way, this is a hugely exciting moment for Matalan," said Ali Jones, chief marketing officer, Matalan. "Not only does it demonstrate innovation into new and so far unexplored areas, but it shows our commitment to putting our customers and the shopping experience first - whether they’re shopping on our website or through the Matalan app."

The new technology aims to improve SEO and conversion rates, while also creating longer, more emotive descriptions.

It is also configured to read product imagery; picking out details from photo images to include in descriptions.

The descriptions are overseen by the company's copywriting team for accuracy.

Last month, Matalan announced that Stephen Hill would be stepping down as chief financial officer after 23 years at the retailer.

Dave Williams will take over from Hill, joining from Poundland where he was finance director for five years.

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