Portfolio Deep Dive

International e-commerce is constantly growing in our increasingly globalised world. In order to remain competitive here, high-quality product descriptions and corresponding translations are needed that pick up the end customer in their own language and culture.

Many of our subsidiaries that sell their products worldwide also recognise this challenge. So it's a good thing that we have Transline in our group, a company that guarantees a fast time-to-market with a customised solution - always with the aim of enabling a target-group-specific approach and high conversion rates for its customers across language barriers.

Why are high-quality product descriptions important?

First impressions count. In the world of e-commerce, this first touchpoint is often the product description. It serves as a digital shop window and offers customers insights into the product, its features and its benefits. A high-quality product description appeals to the target group and conveys credibility. It can arouse the customer's interest, convince them and ultimately encourage them to buy. If you also want to sell this product abroad, it is essential to take cultural preferences and different search habits into account.

Content with AI: Large language models vs. data-to-text

Doesn't it make sense to use large language models such as ChatGPT? Of course, this sounds very tempting and at first glance seems to be a good way to create natural-sounding content for product descriptions in a matter of seconds. However, the company is ultimately responsible for the content created. For our portfolio companies in particular, which operate in the B2B environment, a product description that is 100 per cent technically correct is essential. The texts must be free of errors in terms of language and content and comply with the applicable laws and regulations.

Fortunately, there are automation technologies that reliably create high-quality content based on your own product data: so-called 'data-to-text' approaches such as the text robot solution from AX Semantics and Transline.

Here, the quality of the generated texts depends on the quality of the product data (as no external tools are involved, the data is absolutely secure). Transline configures the text automation so that customer specifications regarding tonality or corporate language are met. Transline uses experienced native speakers to translate the product data. The content is localised in order to adapt it perfectly to the language and culture of the target country. The experts also take into account the specialised vocabulary of the respective industry. This ensures a culturally authentic and highly visible presence in all target markets as well as consistent global communication with legally compliant content.

Once the course has been set, smart algorithms continue to work behind the scenes. Large volumes of text can then be translated error-free into 110 languages - ready to use and with a fast time-to-market for a decisive competitive advantage. Another plus point: the automatically created content is imported directly into the company's target system via API and ends up directly in the online shop. This means that even frequent updates due to product range updates can be handled without stress.