Taobao, Alibaba’s huge e-commerce platform, dominates online sales in China and around the world. To make the most of its long-term accumulation of content it has developed an AI writer that is revolutionizing online sales.
For Taobao's mobile app, the move towards a content-based platform has become increasingly important within recent years. As opposed to only displaying products, a content-based platform has more ways at its disposal to describe products and enrich user experience. Content personalization and generation is vital to a content-based platform. Taobao's AI Writer uses vast data resources and combines them with operational knowledge to create graphical and text content automatically.
During 2017's Double 11 Global Shopping Festival, the AI Writer created personalized content displayed in real time on the Taobao and Tmall (Alibaba's verified seller retailer) platforms. This type of personalized content provided smart selling points to really engage shoppers.
A great selling point picks out the core highlight of a product or a promotional site. Selling points can increase click rates for sellers and businesses. Traditional methods of producing selling points, though, have some drawbacks. These drawbacks include:
For 2017's Double 11, the AI Writer tried to generate personalized selling points in real time on the main site and some Taobao/Tmall landing pages. Online experiment results show that smart selling point results showed significant improvement in Click Through Rate (CTR).
No matter what the product, smart selling points can solve problems by discovering hidden selling points relating to that commodity, laying these selling points out into content that meets a set word count limit, and recommending the product to users. Unique features of smart selling point generation include:
For 2017’s Double 11, smart selling points were shown in online scenarios including the Double 11 site landing page, the Double 11 category landing page, the mobile landing page, the Tmall landing page, and the Tmall customer category landing page.
The data shows that smart selling points really do have a clear effect. UCTR and PCTR both rose by between 6% to 14%. How much results had improved varied depending on the application scenario. Analysis suggests this is because of the different requirements different scenarios have for online promotion.
(Original article by Hu Jinxin胡金鑫 & Lin Guli林古立)
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