Alibaba’s Artificial Intelligence copywriter could write listings for you

By Chris Dawson July 9, 2018 - 10:30 am

Fed up with writing listings and then editing them for email marketing, banner ads and other places that you need copy for? If you’re like most people you spend hours cribbing from competitor listings and manufacturer’s sites for ideas to produce your own unique copy, but now Alibaba might have the solution with their Artificial Intelligence copywriter tool from Alimama.

Tapping the huge pool of content on Alibaba’s ecommerce sites Tmall and Taobao, the Artificial Intelligence copywriter uses deep learning and natural language processing technologies learn 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 Artificial Intelligence copywriter technology has passed the Turing test (i.e. is indistinguishable from human generated copy) and is capable of producing 20,000 lines of copy in a second. Brands using the new tool 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.”

As with design, copywriting involves a certain degree of repetitive, low-value work that can be made made more efficient. A single product might require up to 10 versions of copy for different ad formats, like posters, web banners, product pages and other special event pages.

“All the content produced by the Artificial Intelligence copywriter is the result of applying deep learning models, trained with large volumes of quality content created by humans. Human creativity is the cornerstone for the machine, which isn’t able to replace the creativity of people. AI for marketing… allows people to devote more energy to richly creative work.”
– Christina Lu, general manager, Alimama marketing

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