Matalan has become the first UK retailer to launch a Generative AI (GenAI) tool to create its product descriptions.

In partnership with global digital transformation consultancy Kin + Carta, the fashion and homeware retailer aims to deliver a seamless online experience for its customers and forms an important part of the company’s digital transformation journey.

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As a result, the tool, which creates detailed product descriptions for items listed on its website, will be implemented across all departments, including clothing and homeware.

According to the retailer, the tool is also expected to deliver a 4x increase in productivity, with Matalan’s team of copywriters continuing to oversee descriptions, ensuring a crucial human touch whilst improving search engine optimisation, conversion rates and efficiency.

Matalan Chief Customer and Omnichannel Officer, Ali Jones, 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 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”.

Kin + Carta, Director of AI & Data, Ewan Nicolson added: “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”.