Can Copywriting AI Stir Up Human Desire?
The service provided by Hypotenuse is aimed at automating the copywriting of product descriptions for e-commerce sites and stores. The company specializes in helping users promote the convenience of its products, and has developed products for merchandise such as furniture, fashion, and apparel. In the future, the company is also looking into integration with e-commerce platforms such as Shopify.
Product images and metadata of existing products are uploaded to Hypotenuse, and descriptions are provided. Computer vision is used to analyze the product images, and when used together with the product metadata, it can generate a “human-like” composition. It is capable of generating thousands of copies in a matter of seconds.
A lot of work went into using machine learning models and neural network models to make it possible to speak very fluently like a human. By combining that with vision models, we can generate very fluent descriptions.
In the future, the goal is to be able to generate something that is not only “true to the image” but also “appropriate to the company’s brand and writing style,” so that the output can be tailored to the needs of the customer.
Ebay has been using Phrasee, an AI copywriting service, for four years. As the company scaled up, it continuously looked for advanced technology that could improve its performance in engaging with customers. In 2016, eBay embraced AI technology to enhance its marketing language and optimize its campaigns at scale, leading the marketing industry more than ever before.
Phrasee’s team of computing linguists has built a bespoke language model for eBay. This has enabled eBay to generate massive amounts of copy with just a few clicks.
Phrasee focused on optimizing email subject lines in newsletter marketing in the UK and US, eBay’s priority markets. Later, it was expanded to Germany, as the open and click-through rates were consistently phenomenal compared to previous marketing performance.
Since partnering with Phrasee, positive results in the UK, US and Germany was observed at Ebay. In the US, the average open rate has increased by 15.8% and the average click rate has increased by 31.2%, giving a stable ROI. On average, Phrasee has increased open rates by over 700,000 and click rates by over 56,000 per delivery. In addition, by optimizing the subject line and headline wording of the email, the company was able to increase the click through rate by 42.3%.
Molly Prosser, Creative Director of Ebay, said that while such questions have been raised at Ebay, the truth is that AI is one tool for copywriting, like Photoshop is for designers. Molly Prosser, Creative Director of Ebay, says that Ebay is a tool for copywriting, just like Photoshop is for designers. There are many examples of people using it to spend more time on the creative process of copywriting. Instead, they are focusing on how they can incorporate more brand-centric writing into their algorithms.
Personalization is getting a lot of attention right now. How can a small team say something that sticks to millions and millions of customers, using technology like Phrasee to target the right customers through tagline optimization.
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