Matalan launches Generative AI tool to create product descriptions in UK retail first

Matalan has launched a Generative AI tool to create detailed product descriptions and "deliver a seamless online experience for customers" in a UK retail first.

The omnichannel fashion and homeware value retailer has partnered with global digital transformation consultancy Kin + Carta to launch the new Generative AI (GenAI) and Large Language Model (LLM) tool, which is described as "an important part of Matalan’s digital transformation journey".

Matalan’s team of copywriters will continue to oversee descriptions, "ensuring a crucial human touch" while improving search engine optimisation, conversion rates and efficiency. As well as making shopping online with Matalan easier, it is expected to deliver a 4x increase in productivity.

Ali Jones, Chief Customer and 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 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."

The GenAI tool uses product metadata and imagery to produce more detailed product descriptions for customers.

Matalan’s bespoke model is configured to read product imagery and select details to inform the product description, "providing customers with richer information about Matalan’s range".