GenAI Streamlines, Accelerates Multi-Brand E-Commerce Listings
A global baking leader automated product copy for multiple brands using ContentHubGPT, enhancing SEO/AEO/GEO, ensuring compliance and accelerating launches.
The Client
A global leader in the baking industry.
The Challenge
The client’s team responsible for product data and digital listing content struggled with increasing operational complexity. Keeping product content current across multiple brands and digital retail channels proved daunting. The lack of continuously updated information—reflecting changes in nutrition data, ingredients, packaging, and customer needs—led to declining product recommendations and lower search rankings, which ultimately affected sales.
The content collection process encompassed core product data, nutrition information, flat artwork, renders, secondary carousels, listing copy for e-commerce and rich media. However, a critical gap existed in listing copy creation and maintenance.
Brand teams were responsible for providing feature bullets and product descriptions, but these were often inadequate. The listing copy suffered from several issues:
- Rushed entry: Copy was frequently entered by busy brand associates without proper attention to detail.
- Lack of SEO/AEO/GEO optimization: Listings were not influenced by top-searched terms, limiting discoverability by search, GenAI, and answer engines.
- Limited budget: Only top-performing products received listing optimization due to team and budget constraints.
- Absence of maintenance: Copy was provided once during initial setup and rarely updated.
- Continuous SKU updates: Constant changes to claims, formulas, allergens, and packaging required ongoing content revisions.
- Compliance issues: Compliance related to nutritional data and claims was challenging, and legal reviews were time-consuming.
The company needed a solution to handle high-volume portfolio optimizations while incorporating search behavior insights. The content creation process for top-performing digital retail channels such as Amazon, Walmart, and Kroger, was not timely, lacked channel-specific optimization/personalization and was inconsistent with brand voice and guidelines. Additionally, compliance with FDA regulations and internal policies led to extended legal approval cycles, resulting in significant overhead and delaying product launches.
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The Solution
GSPANN integrated ContentHubGPT with the company's Product Information Management (PIM) system and implemented automations to publish SEO/AEO/GEO-optimized copy and support products undergoing package updates.
Key aspects of the solution included:
- Automated Content Generation: GSPANN ContentHubGPT leveraged Generative AI technology to automate the product content generation process, eliminating the manual bottleneck that slowed product launches.
- Compliance and Governance: ContentHubGPT was programmed to ensure compliance with brand voice, internal policies, and FDA regulations, reducing legal approval cycles and associated overhead.
- Swift Product Launches: New items can be quickly introduced on Amazon, Walmart, and Kroger, with content tailored to user personas and channel-specific requirements.
- SEO Integration: Keywords were automatically incorporated into product descriptions, ensuring products appeared in top search results on retailer sites. Products were also automatically categorized into appropriate categories within retailer taxonomies.
- AEO/GEO Optimization: With the ability to publish more and frequent content updates, answer engines like Perplexity and ChatGPT are more likely to reference products.
- Optimized Workflows: Salsify workflows were enhanced to increase efficiency and optimize content across various channels.
- Reliable Content: Validated ingredients and nutritional claims in product descriptions provided up-to-date content to consumers and improved product rankings on channels
We also addressed several critical process optimization areas, including:
- Labor delegation: A slow, manual process was replaced with an AI system that crafts tailored copy per product and brand.
- Search engine optimization: The model was fed with top-searched categories, SKU-specific keywords, seasonal data, and current trends.
- Full product attribution: ContentHubGPT analyzes advertised claims, certifications, and other product attributes to provide accurate and comprehensive information.
- Brand personas: Our team trained the model on brand personalities, tones of voice, and other distinguishing characteristics.
- Compliance documentation: ContentHubGPT learned internal regulatory and legal expectations, as well as retailer requirements.
- Automated updates: Integration with PIM enabled automations that monitor package changes, triggering copy updates that brands can quickly review and approve.
Business Impact
The implementation of ContentHubGPT delivered substantial operational and strategic benefits for the company, including:
- Accurate Story-Like Descriptions: Accurate, compliant nutritional and ingredient-related facts were seamlessly integrated into story-like product descriptions. It enhanced product recommendations and rankings on digital channels and ultimately led to higher conversion rates.
- Operational Efficiency: Automating content creation eliminated the manual bottleneck, freeing brand teams to focus on strategic initiatives rather than routine copy entry.
- Improved Product Discoverability: SEO/AEO/GEO-optimized content increased product visibility on retailer sites, positioning products to appear in top search results and reach a broader audience of potential customers.
- Faster Time-to-Market: Swift product launches on major e-commerce platforms reduced the time from product development to availability, enabling the company to capitalize on market opportunities more quickly.
- Reduced Compliance Overhead: Built-in compliance checks streamlined the legal approval process, reducing the time and resources required to ensure regulatory adherence.
- Scalable Content Management: The automated system efficiently managed content for 1,300+ SKUs across 30+ brands, providing a scalable solution for portfolio growth.
- Consistent Brand Voice: Automated content generation trained in brand guidelines ensured consistency across all product listings, strengthening brand identity across channels.
- Future-Ready Capabilities: The company is collaborating with GSPANN to train the model for Agent/Answer Engine Optimization, positioning products to be recommended by AI shopping agents. This includes creating content with direct answering capabilities, structured and scannable formats, semantic richness, natural conversational language, machine-readable formatting, trust signals, and regular accuracy updates.
Technologies Used
Related Capabilities
Revolutionizing legacy applications with modern, scalable, secure digital solutions
GSPANN offers comprehensive application modernization services including legacy system upgrades, UI enhancement, cloud migration, and enterprise integration. Their capabilities encompass assessment, technology selection, re-engineering, and end-to-end management using microservices, automation, and modern frameworks like Next.js to improve performance, security, and user experience while maintaining business continuity.
