Digital transformation consultancy Kin+Carta has created a generative AI and large language model (LLM) tool for UK retailer Matalan, which allows it to create detailed product descriptions for new items as they are added to its online inventory.

Developed and delivered in three weeks from the original brief, the generative AI can create product descriptions using product metadata and imagery for Matalan’s full product range. These product descriptions help the retailer improve SEO and conversion rates and create rich, accurate product descriptions with a small data input.

Using generative AI, Matalan can now employ a 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 versus the maximum of a hundred descriptions a day from Matalan copywriters. The tool was built using Vertex AI, part of the Google Cloud suite.

“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,” said Ewan Nicolson, director at Kin+Carta. “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.”

Matt Hildon, retail 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.”

And Ali Jones, chief 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 web site 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.”

For more information, visit the Kin+Carta web site at www.kinandcarta.com.

Matalan (www.matalan.co.uk) is a UK and international fashion and homeware retailer. With more than 270 UK and international stores and integrated ecommerce platform, Matalan handles over 11 million shoppers every year.