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Roundtable Takeaways: Content Automation

A mix of seasoned digital leaders and some new to the e-commerce side, we want to first thank the panel who recently joined our virtual share group to discuss excitement around driving content automation at scale.

The group brought fresh insights and asked high-level questions to maintain a lively discussion. Here are some highlights and key takeaways from the 90-minute session.

Automated Video. During a digital shelf overhaul for a global region, Mars Petcare shared that video delivered a 5-6% increase in conversion. It was just one example where the panel saw tremendous potential in how video connects with consumers. 

To deliver videos efficiently, the panel discussed the power of automated video content to help creatives focus on being creative. Machine learning can remove background imagery and resize videos, saving time and money. And “auto gravity” keeps moving objects front and center no matter the screen size.

Virtual Try-on Technology. Proven to reduce the likelihood of returns, attendees were interested in growing advancements around virtual try-on experiences. 

Cloudinary considers experiences such as virtually seeing how a piece of clothing looks on a shopper as an immersive experience, which it can implement as an add-on to legacy systems. 

We can also deliver immersive experiences like 3-D product visualization, giving consumers photo-realistic images of a product that consumers can spin and view from all sides. As the panel suggested, not only does this increase engagement, but it adds value to the consumers’ shopping experience. 

Testing Iterations of Creative.For brands and retailers — no matter the size — the idea of testing various images within content or testing copy is exciting, but it’s costly, limited in scope, and time-consuming. 

The prospect of machine learning automating content and optimizing tests leverages data to suggest what content might perform better among certain consumers, adding in levels of personalization. 

Brand and Retailer Disconnect. While some brands may want to push the boundaries of technology and visual media, the panel found some retailer partners aren’t built to handle the innovation. 

Similarly, there’s an issue when businesses have large legacy tech stacks in place that can slow change and resist new technology, as opposed to implementing an API-based cloud solution. Even when a company embraces change, it can be a roadblock to train a legacy team on a new system.

Customization. A panelist at Zenni highlighted how they saved costs by using the photos of eight different models, and then using 3-D creations of glasses to dynamically place different versions of eyewear on each model. It gives customers a customized feel, seeing different glasses on different models. They are also working on a virtual try-on tool, where users can share images on Facebook for feedback and bring new consumers to the site.

Cloudinary builds personalized experiences, something fashion brands can leverage to automate logos or custom imagery to personalize clothing. And this can be seen in the home space, where prints of art can be virtually customized to see different sizes and in different frames. 

While just a glimpse of the intelligent dialogue on display during the virtual roundtable, these takeaways can help guide some thinking around automated content creation and how Cloudinary can help.

We want to thank each member of the panel for bringing honest insights and sharing their experiences. Perhaps next time we can share how we look in a pair of virtual glasses. 

To learn more about the latest visual media trends, read Cloudinary’s State of the Visual Media Report or contact us here.

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