ChatGPT goes PIM: discover how AI can improve product marketing

Alexander Wörl

With the right Product Information Management (PIM) system, product information can be centralized, enriched with additional, relevant content and transferred to all digital sales channels. The goal is to create a consistent, positive customer experience across all channels. How can artificial intelligence (AI) - and ChatGPT in particular - help to deliver content more precisely and make processes even more efficient? Integrated into Contenserv's Product Experience Cloud, a wide range of use cases can be conveniently mapped.

Retailers often obtain thousands of pieces of product data that their suppliers provide for publishing in sales channels, usually in the form of Excel lists. If companies use a PIM to import, validate, manage and publish product data, many processes are automated. However, not insignificant part remains manual work.

  • For example: How is the software supposed to recognize which color category in the PIM it should classify an outdoor parka in "Purple"?
  • Furthermore, how can product descriptions be created that are tailored precisely to the respective target group?

AI-based marketing processes with ChatGPT now make it possible to save a significant amount of time, especially in data onboarding. However, other strategies and tasks such as context-based marketing can also be implemented and optimized much more easily.

Intelligent data onboarding

If the retailer receives the product data from his suppliers in the form of an Excel sheet, the first thing to do is to transfer it to the PIM system. After the data has been imported, ChatGPT, which is integrated into the software, provides valuable support in mapping the data - i.e., recognizing and connecting relationships between the various standards and logics of Excel and the PIM system: For example, the AI delivers suggestions for assigning colors within seconds, as in the example of the "purple" parka, which can be adopted virtually without corrections. Categorizing products - such as assigning the parka to "jackets and coats" - also works almost perfectly. ChatGPT also helps improve data integrity and quality in the PIM system by automatically reconciling and cleansing product data. This reduces errors and avoids inconsistencies.

Natural Language Processing (NLP)

NLP is a subfield of artificial intelligence. ChatGPT also has the ability to process natural language. It can be used in product marketing in a variety of ways. The areas of application include, in particular, the automated creation of content, the translation of texts and the extraction of keywords:

  • Automated content creation: If the retailer wants to create a product description for the outdoor parka, he only has to specify a few parameters such as keywords, the text length and the target group to ChatGPT, which is integrated into the PIM. The program uses this information to generate a precise marketing text in a matter of seconds. This helps to convince target groups and optimize the customer experience.
  • Translation: Let's assume that the manufacturer of the parka is based in the USA and has already created an English-language product description. Now, with the help of ChatGPT or the intelligent translation program DeepL, which is also integrated in Contentserv, the text can be translated into virtually any language at the click of a mouse - and in parallel processing for all supplied countries and channels worldwide. If the number of products increases, the AI can easily handle a higher volume of translations, i.e. it can be scaled according to demand.
  • Keyword extraction: Users of the PIM software benefit in many ways from the fact that ChatGPT can extract keywords or phrases from product descriptions and other texts based on predefined rules. This eliminates the need for time-consuming manual keywording and categorization of products. The algorithm also ensures consistency and uniform standards when assigning keywords to products. This makes it easier for users to find their way around the PIM when they are looking for a specific item.

Context-based marketing

As the end of third-party cookies approaches, context-based marketing (or contextual marketing) is increasingly replacing cookie-based targeting. Here, instead of tracking data, the advertising played is based on the content consumed by the customer data, the advertising is based on the content consumed by the customer. And this is exactly what AI-supported PIM solutions make possible: They provide personalized content based on customer behavior. For example, if a prospective customer informs himself about outdoor parkas on the Internet, he starts with Google, then jumps to some platforms like Amazon or Bergfreunde, reads reviews, and then switches to the online store of a manufacturer. The content that is displayed to the prospective customer is generated by the AI to match the current stage of his customer journey and ideally leads him to the conclusion of the purchase.

An AI-powered PIM allows automated data processing, classification, and mapping, and supports the creation of personalized as well as contextual content - for a compelling customer experience.

Conclusion: AI improves product marketing

Companies using AI-powered PIM solutions benefit in many ways from the capabilities of intelligent software. The biggest advantage is the significant time savings as well as improved cost efficiency that can be achieved, firstly, through automated mapping during data onboarding and, secondly, through the machine generation of product texts and translations. Also, particularly valuable is the ability of AI to recognize the behavior of potential buyers online and play out personalized content such as product recommendations based on this. This context-based marketing ensures positive product experiences and increases customer satisfaction.

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