AI Case Study

Alibaba's marketing arm is producing 20,000 lines of copywriting per second with machine learning and natural language processing

Alibaba’s digital marketing arm Alimama leverages machine learning and natural language processing to automatically generate copywriting material. The engine is trained on human made quality content on Alibaba’s e-commerce sites. The technology is now capable of generating 20,000 lines of copy in a second for products.

Industry

Consumer Goods And Services

Retail General

Project Overview

"Alibaba’s digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool.

Tapping the huge pool of content on Alibaba’s e-commerce sites Tmall and Taobao, the AI copywriter uses deep learning and natural language processing technologies learned from millions of top-quality existing samples to generate copy for products. Brands and advertisers can insert a link to any product page, and click the “Produce Smart Copy” button to see multiple copy ideas.

'Currently, the technology has passed the Turing test and is capable of producing 20,000 lines of copy in a second', said Alimama. It said brands using the new tool, such as fashion chain Esprit and Texas-born clothing brand Dickies, can adjust the length and tone of their copy, such as dictating whether they want the tone to be “promotional, functional, fun, poetic or heartwarming.”

'All the content produced by the AI Copywriter is the result of applying deep learning models, trained with large volumes of quality content created by humans,' said Christina Lu, general manager of Alimama marketing."

Reported Results

Alibaba claims: "The technology has passed the Turing test and is capable of producing 20,000 lines of copy in a second"

Technology

"The AI copywriter uses deep learning and natural language processing technologies learned from millions of top-quality existing samples to generate copy for products"

Function

Marketing

Creative And Brand

Background

The copywriting for product descriptions and advertising involves a certain degree of repetitive, low-value work. This can be made more efficient. "One product might require up to 10 versions of copy for different ad formats, like posters, web banners, product pages and other special event pages."

Benefits

Data

"content on Alibaba’s e-commerce sites Tmall and Taobao"