AI in copywriting of online stores

Even before the end of World War II, in 1943, American researchers Warren McCulloch and Walter Pitts formulated the theoretical foundations of artificial neural networks. At that time, however, there were no programming tools and computing resources to create such networks freely. As of now, these issues have been resolved, and AI solutions are within reach of most companies. Already 89% of CEOs believe AI is a mainstream technology in their industry.

What is artificial intelligence

“Artificial intelligence" is a nebulous and imprecise term. At the moment, it stands for a set of technologies, of which machine learning is the most popular and used. The term itself can be described as "the ability of machines to correctly interpret data from external sources, learn from them and flexibly use gained knowledge".

At the moment, the most popular applications of artificial intelligence are tools for image recognition, large-scale data analysis, and natural language processing. It is the last area that may be particularly important from the perspective of online stores.

NLP - Artificial Intelligence writes and reads with understanding

In 1950, shortly after being also formulated by Warren McCulloch and Walter Pitts, Alan Turing proposed his famous test to help determine whether a machine is intelligent.

The test was supposed to be a conversation - if a human couldn't tell if he or she was talking to a machine or another human, Turing suggested that the machine had acquired real intelligence.

The test itself is at the moment an interesting thought experiment rather than a real test that proves anything. As early as 1966, the ELIZA program passed the test by paraphrasing its partner's statements. Currently, AI-based solutions are able to generate text that even information processing professionals cannot recognize as machine-created. From the perspective of online stores, texts of such quality can be very useful.

How AI can help copywriting of online stores

Running an online store requires the production of hundreds of texts. Appropriate content is the basis of business, and an effective and systemically implemented content strategy is a flywheel for the entire company.

Artificial intelligence can play many different roles in this strategy.

Product descriptions

• Multiple Descriptions - Artificial Intelligence can be used to generate diverse and unique product descriptions. This is especially interesting for stores whose product range is based on variants of very similar products. Examples include multi-colored tiles and floor coverings. In such a situation, the use of artificial intelligence can significantly increase the quality of the content offered.
• Descriptions personalized for the user - an even more interesting tool is the ongoing personalization of product descriptions for a specific user, depending on the actions taken on the website or his previous behavior.

Copywriting for ads

• Variations and fresh ideas - artificial intelligence is able to develop new text suggestions on ads. Thanks to the work on corpora with tens of thousands of texts, it is possible to generate new, more interesting combinations.
• Tests and Optimization - AI can also be used to mix existing ads with the goal of finding the version with the best conversion rates

Content marketing

• Outlines and text plans - artificial intelligence is able to scan and process texts related to a specific topic and prepare drafts of articles based on them. Their structure can serve both to provide the best possible answer to users' questions and to obtain the highest position in Google.
• Ready paragraphs - artificial intelligence is able to generate entire paragraphs and even coherent articles that, after being checked by a copywriter, have the potential to be used in communication.
• Editing and Suggestions - Machine systems are now able to process text efficiently enough to suggest text corrections to users, for example rewriting sentences to make them sound better or support conversion more effectively.

Summary

Artificial intelligence is able to effectively support the work of a copywriter. At the moment, however, the complete elimination of specialists from the content production process is unadvised - in the phrase "artificial intelligence" there is still more emphasis on "artificial" than on "intelligence".