Matalan has collaborated with Kin + Carta, a global digital transformation consultancy, to introduce a generative AI and Large Language Model (LLM) tool. This tool is designed to automate the generation of detailed product descriptions for items newly added to Matalan’s online inventory, establishing a first in the UK retail sector.
Developed and delivered by Kin + Carta within an impressive three weeks from the initial proposal, this Generative AI solution utilizes product metadata and imagery to craft comprehensive and precise descriptions for Matalan’s entire product catalogue. The initiative is aimed at enhancing the retailer’s SEO and conversion rates by facilitating the creation of engaging, high-quality product narratives with minimal data input.
Employing generative AI technology enables Matalan to introduce a new style of product descriptions that are longer, more emotive, and feature added value, including details extracted from product imagery. To ensure the accuracy of these AI-generated descriptions, they are reviewed by a team of copywriters at Matalan. Notably, the tool has the capacity to generate one hundred descriptions in thirty minutes, a significant increase from the previous capability of producing a maximum of one hundred descriptions per day. This technology is powered by Vertex AI, part of the Google Cloud suite.
Ewan Nicolson, Director of AI & Data at Kin + Carta, commented on the efficiency and productivity gains facilitated by this AI tool: “This new tool is using generative AI to increase operational efficiency in Matalan’s in-house copywriting team and vastly multiply the number of detailed product descriptions Matalan can post onto its ecommerce site every day. This is the type of situation where generative AI is at its best, creating rich, bespoke content in a matter of moments that has a real impact on sales.”
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Matt Hildon, Retail and Travel Portfolio Director at Kin + Carta, added: “Matalan has quickly harnessed the power of generative AI. This new technology is ideal for ambitious retailers that are keen to see enhancements to both operational efficiency and the customer journey.”
Ali Jones, Chief Customer and Omnichannel Officer at Matalan, expressed excitement about the retailer’s unique position in the UK market: “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.”
