Matalan has partnered with digital consultancy Kin + Cara to become the UK’s first retailer to launch a generative AI tool to create product descriptions for items listed on its website. The GenAI model uses the product metadata and imagery to produce detailed product descriptions, but Matalan’s copywriters will continue to oversee descriptions to ensure a “crucial human touch” while ensuring search engine optimisation, conversion rates and efficiency.

The tool is said to form an important part of Matalan’s digital transformation journey and is the first of many initiatives it has planned to improve its online offer.