Can Ecommerce content teams trust ChatGPT copy?
Is ChatGPT a trustworthy tool for product content creation? Aimee Taylor evaluates the pros and cons, arguing that finding the most accurate AI copywriter often means looking beyond the biggest (and broadest) AI players.
Desktop computer monitor showing Ocula branding and eCommerce site.
At Shoptalk Europe earlier this year, the Ocula team hosted an intimate event called You, I and GenAI at Soho House in Barcelona. It was designed to be an open, practical discussion for brands and retailers, focusing on how Generative AI is shaping the future of Ecommerce.
And honestly, Shoptalk felt like the perfect place to host the event; it’s no secret that GenAI is a hot topic right now, and the atmosphere was electric like nothing we’ve ever seen before. According to Statista, 73% of US marketers admit to using generative AI tools in their content creation processes – and that number is growing month on month.
Nevertheless, while generative AI tools like ChatGPT are certainly the most popular, we kept hearing the same question again and again by Shoptalk attendees. Is an off-the-shelf, generic AI like ChatGPT really the most reliable AI for an Ecommerce use-case? Can ChatGPT, Claude, and the like genuinely produce content that is accurate enough to use verbatim on product detail pages?
Short answer: No, these off-the-shelf AI tools probably aren’t that accurate – at least not compared to AI tools specifically configured with the eCommerce use-case in mind.
But if you want the long answer? Buckle up, let’s talk about pros and cons of off-the-shelf AI!
Pros and Cons of ChatGPT for Ecommerce
Using generative AI is common enough now that we can almost say it’s standard, but how much value do off-the-shelf AI solutions really offer Ecommerce teams? Yes, these tools can create content at rapid speed and low cost, and they remove some need for proofreading when it comes to spelling and grammar – but their problems with wider accuracy and reliability hamper their ability to produce publishing-standard copy.
The more copy these AI tools produce , the higher the risk of duplicated copy, compliance failure, incorrect product particulars, conversion rate reduction and poor SEO. The copy often lacks emotion and will often fail to replicate a brand’s tone of voice successfully.
If being used for non-published copy creation, like for internal guides or administrative documents, off-the-shelf solutions like ChatGPT are great. However, you’ll need much more data, training and finesse to increase conversion rates when crafting copy for Ecommerce product pages.
The most accurate AI for Ecommerce?
AI tools specifically built for an Ecommerce use-case offer teams a far higher quality of content. Unlike off-the-shelf solutions like ChatGPT, specialist AI tools usually require configuration. While this initial set-up process takes more time in the short-term than firing off messages at ChatGPT – we’re talking an hour or so as opposed to minutes – the results of specialist solutions are just simply better. The pros of using a specialist AI tool include creating professional-level content, saving hours of time in the long run, better overall website quality, lower costs than hiring an entire copy team and increased conversion rates of PDPs.
Why ChatGPT isn’t reliable for Ecommerce
Standard GenAI engines do not have the best reputation for capturing tone and producing copy with emotion. Part of creating a brand-loyal community is finding a unique tone for your business and using it consistently across your retail presence to create familiarity for your customers.
Optimising content with an application-specific GenAI engine not only covers the more technical aspects of writing like SEO, grammar and spelling, paragraph length and readability scores but also brings a higher level of expertise in how the copy should be restructured to convert better.
Expert software must be configured properly, which is a lengthy process requiring development and iteration, but the content produced is indistinguishable from professional copy teams.
For our part, Ocula has worked with brands and retailers for years, perfecting our AI Copywriter’s capabilities by balancing brand messaging, conversion rate optimisation and SEO copy. In that time, the team has developed 85+ action prompts and integrated first-party datasets to ensure the tone of voice is maintained, product technical details are correct, and the content is optimised for the buyer’s key search terms and conversion. Ocula clients see a >15% increase in conversion rates on their PDPs with the added bonus of 1,000s of hours saved and the ability to optimise in bulk. They’re stellar results that simply wouldn’t be possible with the likes of off-the-shelf AI tools like ChatGPT.
Why optimising product pages with GenAI is worth it
Everyone knows that enhancing your product pages increases conversion rates by improving user experience, building trust, and driving action. But for people, this is a long, manual and thankless task. The high volume of intensive writing and proofreading makes it ever more likely that errors and inaccuracies slip into your product copy.
In contrast, when configured correctly, a powerful Generative AI tool can leverage data-driven insights to make impactful changes 10x faster than any individual could. This type of GenAI also provides a level of personalisation and scalability that would be too time-consuming for a regular team member. Paired with its ability to leverage Natural Language Processing and SEO principles, using a tailored GenAI engine for content saves time and money and makes a very clear difference in your conversion rates, no matter where that traffic is coming from.
Who are Ocula – and why do we know what we’re talking about?
The Ocula team stand at the cutting edge of Ecommerce, providing global brands and retailers with the most accurate AI-generated copy on the market. By marrying generative AI with human expertise, Ocula ensures the creation of trustworthy, reliable, and effective content that’s designed to increase your conversion rates.
Don’t waste your marketing spend by sending customers to poor product pages.. Instead, get in touch with Ocula to learn how our AI copywriter can help you increase your conversion rates and create a better user experience than your closest competitors.
To get started with Ocula and see tailored samples of our AI copywriter in action, schedule a meeting with Thomas McKenna, CEO & Co-Founder of Ocula, here.
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