How Netrush Is Leveraging AI to Grow Brands’ Businesses
At Netrush, we’re always looking for ways to gain a competitive advantage and help our brand partners grow. So, when ChatGPT burst onto the scene late last year, we were immediately intrigued. What was all the fuss about? How much muscle did the world’s most popular chatbot really possess? And could this new, generative AI tool be leveraged within our business?
One group that dove straight into discovery was Netrush’s Studio team, which is responsible for creating Amazon product listings on behalf of Netrush brand partners. What they quickly found was that while the natural language model has limitations, it also has tremendous qualities.
This post showcases how the Studio team has integrated ChatGPT into its daily processes and, in turn, given brand partners a wider avenue for growth.
CHATGPT’S ROLE IN CONTENT PRODUCTION AT NETRUSH
“We’re developing product listings that are stronger and more on-target, which translates to higher conversion and better bottom lines for our brand partners.”
ChatGPT, which is accessible to anyone at chat.openai.com, is undoubtedly easy to use. Simply type a command in the message field and within seconds the chatbot delivers a comprehensive response, no matter the topic.
But that doesn’t mean the tool is capable of generating, say, Amazon product listings that are perfectly on point. That’s an art that still requires human touch, said Netrush’s content director, Kathleen Burckhardt, who heads the Studio team.
“ChatGPT doesn’t have a deep understanding of product from which accurate and nuanced creativity can flow,” she said. “It does a poor job of incorporating brand voice and tone into its responses, even with a good tone prompt. And there’s no way it can take things like customer journey phases into account. You can’t fly blind with it. You have to be its editor. But there’s nothing wrong with that. It’s still useful.”
In spending the last several months learning about and even testing ChatGPT’s capabilities and limitations, Burckhardt and her team have identified three main ways they can use the tool to help Netrush apply growth levers better and faster so that partners can reach their sales potential. They are:
1 - Enhanced creativity and idea generation
“What I probably use ChatGPT for the most is to get the juices flowing,” Burckhardt said. “As a writer, you sometimes get stuck and you just need a spark or a boost to get moving in the right direction. For instance, to find a more compelling word, or reiterate a key point in a fresh way. That’s one of the tool’s greatest attributes. It’s like the ultimate weapon for combating writer’s block.
“From a business-impact perspective, this is powerful, because we can test the effectiveness of these messaging and SEO changes and campaign ideas to ultimately optimize our conversion and grow sales.”
2 - Improved efficiency in content planning and generation
“In order to come up with the right amount of detail in our prompts for ChatGPT, we have to create more bulletproof content strategies—ones that include messaging hierarchy, key differentiators, target audiences, and product positioning,” Burckhardt said. “Therefore, it’s reshaped how we look at what kinds of capabilities our team needs to have, such as minds for strategy, high levels of Amazon policy and guideline expertise, and sharp editorial skills. We’ve also become prompt engineers.
“Building this kind of foundation is sure to help with conversion, as well—especially as a high volume of content is now being created by AI at unprecedented speed, without a buttoned-down strategy or persona informing the work. At the very least, it provides a strong line of defense against bots designed to scan listings and suspend accounts.”
3 - Quickly distilled customer reviews
“Everyone knows how important it is to listen to the customer,” Burckhardt said. “But when it comes to the hundreds—or even thousands—of reviews that some products on Amazon have, it can be really time-consuming to go through them all to find out what it is that customers like or dislike about that product.
“Not for ChatGPT, though. Ask it to find trends in any number of reviews and that’s exactly what it will do. The ultimate result: listings that are informed, in smart contrast to the right competition, and tailored to what it is that consumers are actually looking for. That means higher conversion rates, too.”
business growth for netrush’s partners
By learning how to leverage ChatGPT in the right areas, while also maximizing its own strategic strengths, Netrush’s Studio team is able to create even better Amazon product listings—and create them at a faster clip than ever before. Better product listings mean more sales for Netrush’s brand partners. And faster turnaround times mean that the team can focus more on high-value activities such as research, innovation, and strategy.
“The bottom line is we can get more work done in a single day,” Burckhardt said. “We’re saving time while developing product listings that are stronger and more on-target, which translates to higher conversion and better bottom lines for our brand partners.”
Contact Kathleen today to learn how you can begin taking advantage of the Studio team’s new level of creative expertise.