Alimama, the digital marketing arm of Alibaba, has stated it has an AI copywriting tool that is used nearly a million times a day and that it passes the Turing test.
Used extensively on Chinese e-commerce sites Tmall and Taobao, the engine takes existing copy and learns what ‘works’ and what doesn’t. It then serves the operator/content writer up a selection of choices to pick from.
Long-form copy is still the province—at the moment—of trained copywriters, but companies like Esprit see the value in reducing the drudgery of producing short-form e-commerce copy. This allows the copywriter to focus their energies on more creative tasks.
To use the AI copywriter, brands insert a link to a product page and click the “Produce Smart Copy” button for suggestions. They can adjust the length and tone with options like promotional, functional, fun, poetic or heartwarming.
There are already long-form AI engines out there— computer program Eugene Goostman, which simulates a 13-year-old boy, and possibly Google’s appointment-booking voice technology Duplex.
Alimama’s copywriting engine could see the growth of copywriting by design and the removal of some of the drudge work from a copywriter’s day.