Developed and deployed by Kin + Carta in conjunction with Matalan‘s digital team, the GenAI tool is said to have used Google‘s Vertex AI to harness product metadata and imagery.

Matalan’s GenAI and Large Language Model (LLM) tool is designed to generate detailed product descriptions for items on its website, as part of the retailer’s digital transformation journey.

The system is configured to analyse product visuals to curate detailed descriptions, providing customers with a deeper understanding of Matalan’s diverse range of offerings.

Implemented across all departments, including clothing and homeware, this digital tool is said to not only offer simplicity to the online shopping journey but it is also projected to amplify productivity by up to fourfold.

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.”

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Despite the integration of AI technology, Matalan added that it maintains a human-centric approach by retaining a team of copywriters to oversee and refine the generated descriptions whilst improving search engine optimisation, conversion rates and efficiency.

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.”

In January, Matalan revealed a £35m ($44m) investment aimed at significantly reducing prices on more than 700 products by as much as 25% to ease high cost-of-living pressures on UK families.