How Primark Uses AI for Product Descriptions, Alt Text and Localization | Amplience Workforce

Jayne Bibby, Senior Digital Content Manager at Primark, joins Muhit Basit, Director of Customer Success at Amplience, to share how one of the world's largest fashion retailers ran a proof of concept with Amplience Workforce across product descriptions, alt text, SEO articles, and AI localization, and what the results showed. Primark operates over 400 stores worldwide across women's, men's, kids', home, baby, and beauty categories. The proof of concept ran over two months, with three to four content teams using Workforce alongside their existing workload. Every output was scored against a six-element framework covering brand voice and consistency, spelling and grammar, product and marketing accuracy, hallucination detection, glossary and terminology compliance, and regeneration rate. Weekly face-to-face feedback sessions with Amplience ran throughout. Phase one results: 70% more product descriptions created per day, 150% more SEO articles produced per month, and nine hours saved per month on alt text. Phase two extended the same three content types to AI localization across international markets. Primark now operates as an Amplience innovation partner on Workforce, with direct input into the product roadmap. What this session covers: How Primark scoped and structured their first AI content project across three content types and multiple teams The six-element scoring framework they built to evaluate AI output objectively and safeguard brand voice Why Claude became the preferred model for product descriptions and alt text, and how Primark tests and revalidates every time a new model is released How Primark created separate brand profiles in Workforce for licensed collections including Disney and Marvel Phase one results: 70% more product descriptions per day, 150% more SEO articles per month, nine hours saved on alt text monthly How Primark moved from proof of concept to Amplience innovation partner, with direct input into the Workforce roadmap How the content team's relationship with AI changed over the project, and why human editors became more important, not less This session is part of Amplience's Customer Masterclass series: monthly sessions featuring practical demos and real customer stories. Amplience Workforce is an AI agent platform for ecommerce and retail teams. It automates product description generation, alt text, SEO content, and localization as part of a unified content supply chain, with human review built into every workflow. Chapters: 0:00 Introduction — Primark and the team 1:04 Why Primark moved to AI 1:42 The workshop and proof of concept 2:33 Three use cases: product descriptions, alt text, SEO 3:37 Phase one results 4:28 Scoring the output — the evaluation framework 6:26 GPT vs Claude — which model worked best 8:35 Scoring system recommendation 8:48 Licensed content: Disney and Marvel 9:41 Innovation partnership with Amplience 10:48 End-to-end content automation 11:26 Navigating the AI landscape 13:01 How the team found Workforce 13:11 Writers, AI and the future of content 14:18 Closing thoughts Learn more about Amplience Workforce: https://amplience.com/platform/workfo... Website: https://amplience.com/ Book a demo: https://amplience.com/book-a-demo/ Blog: https://amplience.com/blog/ Resources: https://amplience.com/resources/ #AILocalization #ContentAutomation #AIProductDescriptions #ContentSupplyChain #AIContentGovernance