E-commerce for cosmetics brands is a very competitive space where time-to-market is critical and scaling costs for content creation and adaptation across markets need to be competitive. The client was looking for a solution that would enable content generation for e-commerce at scale across different markets while helping keep adaptation costs low.

The Brand Brain was trained on the brand DNA and tone of voice as well as variations of the tone of voice by market. Through integration with WPP’s Commerce Studio, it provided the ability to generate on-brand and on-tone headlines and body copy for product description pages (PDPs), adapt it in three different languages and publish in all major e-commerce platforms across the three pilot markets.

The main KPI of the pilot was copy fidelity, measured as percentage of copy generated by the Brand Brain that would be approved without modifications. The result: 90% of copy created via the Brand Brain was approved and pushed live without any modification.

The solution is now being rolled out across additional brands, products and markets.