Marie Dardayrol-Sandevoir, digital and marketing director of Undiz, a subsidiary of the Etam lingerie group, is not afraid of artificial intelligence. The development of generative AIs, such as ChatGPT, does not pose a threat to marketing professions.
The leader defended her analysis last month at the Retail & e-commerce conference organized by the Hub Institute. “We saw in ChatGPT an opportunity to professionalize and increase in power”, justifies the CDMO.
Newsletters, product sheets, translation… ChatGPT in support
The teams of the lingerie brand aimed at a young clientele have therefore started to integrate “rather quickly” the use of conversational artificial intelligence in their activities.
The uses thus concern the creation of product sheets, newsletters, posts on social networks or promotional texts. Interest in ChatGPT, which represents only “the tip of the iceberg” according to Marie Dardayrol-Sandevoir, meets several objectives.
The main one is competitive. “International competition has resources, human and media, which are not mine,” she says. The solution designed by OpenAI thus constitutes an opportunity to rebalance the balance of power.
Thanks to ChatGPT, Undiz was able to internalize tasks such as the creation of product pages and save money on its external services. The generative AI thus intervenes to quickly write a large number of files.
AI to increase employees and accelerate
“Our product pages, we write them with ChatGPT, with style indications: shorter, younger, cooler… He has no style. He has all the styles”, appreciates the digital director.
However, the AI does not fully replace a designer-editor from Undiz. “We are never satisfied. ChatGPT will never be as good as us”, recalls the executive of the brand.
“We will systematically go back behind. The texts are reread several times,” she continues. This use offers the company the opportunity to reduce its expenses and free up time for tasks with higher added value.
But it is also “faster execution”, a significant parameter compared to competitors better endowed in terms of resources. To compete, Undiz therefore applies these same practices to other activities, including CRM.
A sustainable evolution in digital marketing
“We can make more newsletters, more personalized, more quickly (…) The translation, we transferred the budget line”, still confides Marie Dardayrol-Sandevoir. ChatGPT is further presented as a “sparring-partner” for writing promotional messages.
The use of AI therefore allows, “without having the means, to confront us with the big ones, to free up time and to be more intelligent”, estimates the CDMO. And this one is already betting on a lasting change in the marketing professions.
“It’s here to stay,” she says. Undiz therefore decided, as soon as they arrived, to train its employees and trainees in the use of these artificial intelligences. And these are expected to capture new solutions introduced to the market over the coming months and years.