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Using a GenAI tool, Matalan is the “first” UK store to increase online sales.

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According to a partnership between global digital transformation consultancy Kin + Carta and UK fashion retailer Matalan, the latter is the first retailer in the country to use a Generative AI (GenAI) tool that improves online product descriptions in order to increase sales and improve the online shopping experience.

Together with Matalan’s digital team, Kin + Carta developed and deployed the GenAI technology. Product photos and details are allegedly extracted using Google’s Vertex AI.

Matalan has created a Large Language Model (LLM) tool that leverages artificial intelligence (AI) to produce thorough product descriptions for products on its website, as part of its digital transformation program.

Because of the way the system is configured, it can assess product photos and provide thorough product descriptions, which helps customers better understand the variety of offerings that Matalan has to offer.

This digital solution is anticipated to simplify online shopping and boost productivity by up to four times when utilized across all categories (clothing, home products, etc.).

“This is a hugely exciting moment for Matalan as the UK’s first retailer to be leveraging Generative AI in this way,” stated Ali Jones, chief customer and omnichannel officer of Matalan.

“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 e-commerce site every day,” said Ewan Nicolson, director of AI & Data at Kin + Carta.

Matalan pointed out that even with the use of AI technology, a team of copywriters is retained to oversee and enhance the generated descriptions, thereby boosting productivity, conversion rates, and search engine optimization.

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