Artificial Intelligence (AI) is reaching and facilitating more and more areas of our lives, including e-commerce. Maintaining product information for online stores with a large range of products is time-consuming. We took a closer look at what AI can really do and which areas of application are worthwhile in e-commerce.
In addition to holistic content marketing, e-commerce business primarily requires coherent, appealing product descriptions. Origin and production, price, size and many other technical attributes are usually stored in a structured way in product information systems and form the basis of a good product description. This is where process automation in e-commerce is convincing, because the advantages are obvious. Imagine a store for hygiene products and table decorations: The AI generates text suggestions for the product descriptions of hundreds of different paper napkins with different motifs and colors. The approx. 350-word product-specific texts optimize the visibility of the store in search engines, ensure more visitors and better conversion rates - the goal of every online retailer.
How does automated text creation with the help of artificial intelligence work?
Basic information such as size, area of application and similar criteria are provided to the software, which generates individual texts within a few seconds. The tidier the basis of the data, the more precise the result. The programs independently use databases as well as information from the Internet. No text templates or the like are used, because even with different queries with the same parameters, the AI ejects different texts. This prevents texts from different providers from being similar. The use of AI is perfected in collaboration with editors. The more sophisticated the products, the more human control is required. Since content from the Internet is used to generate the text, it can happen that incorrect statements from other suppliers are included in the company's own product descriptions.
Sounds like witchcraft, but it is not! The building blocks of this software have their origin in computer language and are a specific AI, specially developed to perform the task of so-called "Natural Language Generation" (NLG). Especially for product descriptions, AI can be used to massively optimize the workflow of your employees - which brings us to the benefits:
Advantages of text creation via AI
- SAVE TIME & EFFORT
Text generators can be additionally fed with real-time user data, so that well-adapted and personalized texts are generated.
Automated text creation can be a great relief for employees who previously had to manually create and enter text volumes (e.g. for category texts and product descriptions), especially in the store area. Instead of this work, employees can now edit texts and perform more demanding tasks.
Great bonus: Content production can be significantly increased when paralyzing rounds of coordination within the team are a thing of the past.
- RELIEVE THE BURDEN & SUPPORT THE TEAM
Humans have their limitations because they are sentient beings. Thus, AI can even support employees by drafting texts by the AI and finalizing them with the appropriate finishing touches, e.g. in terms of company AI, by the person who is inhibited to write.
- LAST BUT NOT LEAST: DIGITAL GROWTH.
Optimizing work processes makes room for the accruing tasks of a company's growth and arms the own e-commerce store against the rapidly increasing pressure from competing companies.
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For all Pimcore users who want to know exactly: Integration of text generators in PIM
There are two ways to generate text based on rules:
- Rule-based deployment in Pimcore
Set up an automatic Pimcore-based import with the fields you want to use in your text generation rules as raw data fields. You can generate the text in the callback function of the target field.
Add a field of type "Textarea/WYSIWYG field with variables". This allows you to access the content of other fields directly from the edit view of the data object. It supports logical operations (such as conditions, loops, etc.) via Twig Template Engine syntax. Rules can be inherited by child objects, so you can have a different set of rules for different subtrees.
- Using artificial intelligence via Data Director
For input, textarea and wysiwyg fields, there is a "Generate automatically" checkbox in the field settings in Data Director Attribute Mapping. This allows you to connect to a text generation API (such as the OpenAI provider). The API needs some input to know what to do - the more text you provide, the better the API knows what to do.
As a digital agency, it's in our nature to be passionate about the development of innovative technologies. "We see the added value in using AI and are positive about supporting our employees and the flexibility and creativity it brings. We are happy to focus on text strategy and leave behind the time-consuming mass production of texts," attests Blackbit CEO and co-founder Stefano Viani.
Especially for smaller e-commerce merchants, we recommend exploring the possibilities of AI-based copywriting. Feel free to contact us for an estimation of the effort of an implementation as well as for support during the implementation. We'll be happy to help you keep your online business current and competitive.
Stefano Viani ist Geschäftsführer von Blackbit digital Commerce GmbH. Er ist immer up to date, was neueste Entwicklungen und Trends im E-Commerce und digitalen Marketing angeht. Seit Jahrzehnten ist er für große und mittelständische Unternehmen Berater für die technische, optische und werbliche Optimierung von Webauftritten. Dabei entwickelt er insbesondere Konzepte und Maßnahmen für ein erfolgreiches Absatzmarketing.
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