What is GenAI?
In the fast-paced world of content creation, generative AI (GenAI) stands out as a groundbreaking tool. Leading companies like Open AI, Google and Meta have developed the best-known GenAI models, each with unique features. But what exactly is GenAI? Simply put, it’s software that generates content in response to text prompts. These prompts might be questions or specific tasks. The AI then creates content by drawing on patterns learned from large data sets and predicting what words may come next. J+ Scribe (Jellyfish’s copy production platform) uses tech from these GenAI models to fine-tune and replicate existing content or generate new content based on input data and prompts.
Why are we using GenAI?
The AI landscape is evolving at an incredible rate, presenting new opportunities and challenges. GenAI is a way to enhance productivity and reduce costs, which is increasingly attractive to our clients. However, it's important to distinguish between efficiency and effectiveness. This is where the role of humans is crucial. Together with our community members, we can contribute creative skills, brand knowledge, and judgement, which AI tools lack. Therefore, despite the advancements in AI, human oversight is still essential in delivering consistent, high-quality content that aligns with brand guidelines.
How do we use GenAI?
Content creation is a dynamic field that always requires adaptation. And we don’t see GenAI as just a tool but as a creative sidekick that can produce top-quality results when combined with human creativity, editing skills and judgement. So, how does it work in practice? Our AI-assisted workflow for commerce content follows these five steps:
Preparing the inputs for the content and feeding these into J+ Scribe.
Generating the content with AI and overseeing the output in J+ Scribe.
Validating the content in-house, then sending it to copy editors.
Editing and quality assurance (QA) – this is a single workflow step, enhancing efficiency while maintaining high standards.
Delivering content to the client for review.
Where are we using GenAI?
We're using our AI-assisted workflow to deliver key commerce content types, including:
Product descriptions (Product Detail Pages): GenAI compresses the initial creation step, allowing for quick generation of product descriptions, which are then edited and QA’d for accuracy and originality.
Category descriptions (Product Listing Pages): GenAI helps create consistent, performance-driven category descriptions, with editors ensuring they are helpful and on-brand.
Localisations: GenAI generates consistent localisations, but human linguists are crucial for addressing sense issues, linguistic variations and cultural nuances. Linguists’ role is especially important in creative content, where a human-first approach is needed.
The Jellyfish approach
A collaborative approach underpins our use of AI in commerce content production. Human copy editors bring their contextual understanding, creativity and judgement to the table, working alongside AI to ensure content is on-brand, accurate and delivered to a high quality. Copy editors are also instrumental in creating a feedback loop, offering insights for continuous improvement. This collaboration is key to enhancing the quality of our AI-generated content.
How to get involved
If you're interested in upskilling in this area by working on Jellyfish’s commerce content projects as a copy editor and you have copy editing experience, start by adding ‘copy editor’ to your disciplines in your J+ Community account before completing the required screening process.
Please check out our article Adding disciplines to your account for more information.