M&S leveraging AI to deliver quality content faster and more cost-efficiently

Leveraging AI to deliver quality content faster and more cost-efficiently

M&S was looking to expedite content delivery of product descriptions from 24 hours to same-day turnaround and realise savings in their annual production budget.

Business Challenge

M&S is one of the UK’s leading retailers and launches a large catalogue of products on its website each year. It relies on high-quality content to encourage conversion of browsers into buyers. The business was looking to expedite content delivery of product descriptions from 24hrs to same-day turnaround and realise savings in their annual content spend.

Jellyfish Solution

We tested AI-assisted Product Description Page (PDP) content generation with all M&S business units across clothing, home, food, wine and gifting. Our existing M&S-trained team then edited the copy to ensure consistent, optimised descriptions that provide customers with helpful product information and adhere to the brand DNA. 

We applied our learnings to design a new workflow that accelerates our scaled content solution to a five-hour production window. After 7 months of live production, we’ve delivered over 20k descriptions using GenAI, with M&S confirming that the quality has remained consistently high and indistinguishable from our fully human workflow.

The time saving has also meant that we have increased capacity to deliver more content in a shorter time frame.

“Jellyfish’s AI solution not only provides strong commercial value but also increases the speed at which we can publish content on site. It’s a game changer for M&S.”

Stuart Stiles, Head of Digital Content

Results

80%

Faster content delivery

30%

Reduction in unit costs

25%

More production capacity

Resources

5 Dec 2024Jellyfish

AI is influencing consumer behaviour, so the way LLMs 'think' about your brand is more important than ever

Share of Model™ Platform a single-view interface enables companies to analyze how different Large Language Models (LLMs) perceive their brands, products and services. Helping brands optimise for stronger AI-driven results.

Read News
25 Sep 2024Jack Smyth

Get The Competitive Edge By Using Share Of Model™ Platform And Broad Match

The marketing landscape is evolving. Now, brands have a new, critical audience to target: Large Language Models (LLMs) like Google’s Gemini, OpenAI’s ChatGPT, and Meta’s Llama. These AI models are becoming key in guiding customers toward brands, influencing millions of decisions daily. How do you ensure LLMs recommend your brand? The solution lies in optimizing your paid search strategy with Broad Match and AI-driven insights from Jellyfish’s Share of Model™ platform.

Read Article
22 Jul 2024Hannah Dempsey

When AI meets creativity: the only limit is our imagination

One of the recurring themes at Cannes this year was exploring the intersection between AI and creativity. Our Global ECD, Jo Wallace, hosted a Good Girls x Jellyfish breakfast session entitled Gen AI: the only limit is our imagination. Here’s a short run down of what was a varied and insightful conversation.

Read Article

Up Next

Empowering marketers by upskilling in Generative AI (GenAI)

FitFlop, an ecommerce brand selling biomechanically engineered shoes in the UK, US, and Europe, partnered with Jellyfish to deliver a learning experience designed to empower their UK marketing team's understanding of Generative AI.

Read More