Adore Me, the women’s intimate apparel brand, is turning 10 years old this year. In that time, the company has reflected heavily on its values, its core needs, and its efficiency. One of the challenges it has solved in that time relates to copy, and now the brand has seen significant results by leveraging artificial intelligence.
Ranjan Roy, vice president of strategy at Adore Me, was only looking for a writing tool that would simplify processes at the brand, but after partnering with Writer on its AI-driven platform, Adore Me found several use cases that have impacted the business in myriad ways.
Leveraging AI But Leaving Room for Creativity
One thing Roy was adamant about was that whatever solution they went with, it shouldn’t take away from employee’s sense of creativity, which has driven tremendous growth at the company.
There are, however, areas that benefit from AI — and that’s anything that is repetitive and highly structured such as the hundreds of Google search ads, press releases, and product descriptions the company outputs per month.
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“Natural language generation technology is the future of retail, and we want to be ahead of the curve,” Roy tells RIS. “AI-generated content should help you with the boring, structured stuff. A writer who wants to work on more creative endeavors should have the time to do that, and not have to worry about the day-to-day, monotonous work.”
By leveraging automated language generation, Adore Me writers can spend more time working on inspiring, creative projects, says Roy. This means cutting down on those repetitive tasks and saving the company time and money.
A More Comprehensive Workflow in a Stress-Free Environment
Adore Me has been able to dive deeper into its copy, cross-checking any writing that’s being done against its style guide to ensure everything is on-brand and compliant, says Roys.
The technology is trained to recognize Adore Me’s best-performing content, producing drafts that match the company’s brand voice, unique formatting, and criteria.
“Trying to get people to adopt an entirely new way of working is always difficult, so the fact that Writer easily integrated into our existing workflows allowed us to extend it beyond the copywriting team, into our UX team, and to other people writing on a day-to-day basis,” he adds.
The challenge was convincing the brand to test AI-generated content in the first place, with Roy referencing the process as “an uphill climb.” However, he quickly found that the process was freeing up resources — something that any startup sorely needs.
“The ability to move people into bigger, more high-impact and creative things really makes a difference, and gives us a competitive advantage,” says Roy.