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Matalan deploys GenAI tool for detailed product descriptions

Image © Matalan

Omnichannel fashion retailer Matalan has introduced a Generative AI and Large Language Model (LLM) tool, which allows it to create detailed product descriptions for new items as they are added to its online inventory.

Developed and delivered by Kin + Carta, the GenAI solution can create product descriptions using product metadata and imagery for Matalan’s full product range. These product descriptions then help the retailer to improve SEO and conversion rates, as well as creating rich, accurate product descriptions with minimum of data input.

Using GenAI, Matalan can now employ a new style of description that is longer, more emotive and contains added value. The bespoke model is also configured to read product imagery, picking out details from any photo images to include in the description.

The descriptions are overseen by a copywriter team to ensure accuracy – and the tool can write a hundred descriptions in thirty minutes vs the maximum of a hundred descriptions a day from Matalan copywriters. The tool was built utilising Vertex AI, part of the Google Cloud suite.

Ali Jones, chief customer and omnichannel officer at Matalan, said: “As the UK’s first retailer to be leveraging Generative AI in this way, this is a hugely exciting moment for 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. This all ladders up to our ambitious business transformation, so it’s a proud moment to be announcing this industry-first, today”.

Discover how Matalan grew from a market stall in Liverpool to a £1bn turnover fashion retailer in an exclusive company profile in the RetailX UK Fashion Report. The case study also tracks Ali Jones’ appointment and her focus on establishing a new customer function within the fashion retailer to connect all customer touchpoints.

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