Matalan’s AI search ads are performing better than ones written by humans

7 months ago 19

By Sam Bradley. The story was originally published on Glossy’s sibling publication Digiday.

Turns out, AI applications aren’t just useful for cutting marketing production costs. U.K. clothing retailer Matalan has found they can also be used to drive website traffic by juicing the placement of Google Shopping ads.

The retail brand and its media agency Havas Media U.K., placed AI-written copy in product descriptions on Google Shopping ads for men’s suits in the spring, and saw that impressions on the Matalan site increased by up to 16% compared to human-penned copy. The reason for the increase? Google’s ranking algorithms preferred the keyword-heavy sentences penned by ChatGPT over more descriptive copy written by people.

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