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.
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.
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
Faster content delivery
Reduction in unit costs
More production capacity
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