Machine-generated text creation is a relief for copywriters and content managers in e-commerce. Anyone involved in writing texts benefits from it. There are two key technologies: generative AI and rule-based data-to-text systems. Most have already had their first experiences with generative AI, most notably GPT. But how do these two technologies differ in terms of […]
The Case
SkatePro have localized websites in 25 countries, are supported by 17 languages, and offer 20,000+ products.
The Challenge
The company faced the challenge of manually creating thousands of high-quality product descriptions in 17 languages. Based on one estimate, it would probably take 3-5 years to do this manually. Creating product descriptions manually was thus not an option. Without content automation, the product descriptions would only exist in English or not at all.Their goals:
- Generate high-quality product descriptions in 17 languages for all products
- Increase the speed of product description creation and thereby significantly shorten the time-to-market for a product
- Positively impact customer service
- Increase the number of conversions
The Solution
The SkatePro team knew they needed to find a way to generate high-quality product descriptions in several languages. So they decided to use the content automation software AX Semantics.
Automation of product descriptions with added value
With the AX Semantics content automation software, SkatePro can automatically generate product descriptions automatically based on structured data. The ruleset configuration and the content arein the hands of a SkatePro employee who knows their products best. This means that the experienced staff of SkatePro can excellently implement the specific requirements for text quality.Fast content generation in multiple languages
It is possible to generate automated texts in over 110 languages with AX Semantics. The team of SkatePro needs content in 17 different languages. The big advantage of multilingual projects: Semantic rules are created in AX Semantics independently of the language and can therefore be applied to any language. This has excellent synergy effects so that the implementation of additional languages brings extra scaling. SkatePro works with 17 in-house translators. They no longer have to translate every text, but only one text element. This has the advantage that a very high text quality is achieved in all necessary languages, and the company saves a lot of money.Fast time to market
With AX Semantics, the team can generate new descriptions at the push of a button. This shortens the time until a product can go live enormously.Always up-to-date texts & consistent text quality
Every 24 hours, the team refreshes all data that form the basis for the content generation. This results in the fact that the texts always have up-to-date information. The team proceeds from category to category, starting with the oldest automatically created categories. In addition, the quality of the texts is consistent across all required languages. This is especially helpful for SEO. All necessary specifications are integrated into the tool.
The Results
SkatePro has generated around 71,400 product descriptions for 60 product categories in 17 languages using AX Semantics' content automation software.A noteworthy fact is that the company has managed to increase the content automation of the product range from 16% to 55% in only 3.5 months.After using automated content, several positive effects have happened:
- It significantly reduced the time-to-market in the respective languages.
- The organic traffic and Google ranking have increased due to content automation, among other things.
- Long-term savings of manual translation costs for generating product descriptions.
- Improved accuracy of content reduces the amount of pre-sales product support.
