Salsify, with thousands clients worldwide among brand manufacturers, distributors and retailers, is taking multiple steps to further develop its technology that helps companies develop and share product content that wins over online buyers.

At the company’s annual Digital Shelf Summit in Nashville, Tennessee, last week, about 800 attendees shared information about how Salsify is using AI, automation and other cutting-edge developments to improve how branded product descriptions and images are managed and syndicated to attract online customers and boost conversion rates.

Salsify’s clients include brand manufacturers Mars, L’Oreal, Coca-Cola, Bosch, McCormick, Kenvue, Danone and ASICS; and such retailers and distributors as Albertsons, Carrefour, Metro, Glass Warehouse and DoorDash.

Salsify AI investment

In 2023, Salsify invested $38 million in production innovation across several areas, including AI and automation, to enhance its product experience management technology for engaging and converting online buyers with helpful digital product content across multiple channels.

In this year’s first quarter, the company announced the general availability of Salsify PXM Advance, the newest version of its Product Experience Management platform. PXM Advance features technology enhancements across several areas:

• AI and automation in generating and syndicating product content
• Improved efficiency in product content governance and syndication.
• Enhanced below-the-fold content for increasing conversion rates.
• The new Salsify PXM App Center, a base for innovative PXM applications from Salsify and its technology partners.

Salsify adds that PXM Advance enables brand manufacturers to:

• Centralize their product content into a “single source of truth” product information management (PIM) system unified with their syndication application.
• Connect to every product detail page (PDP) “on every destination their shoppers are at, with conversion-driving product experiences that grow sales.”
• Automate processes and reduce manual work with AI, workflows, and automation for more efficient PXM operations.

“A redesigned product content setup process helps you send the right content the first time with less mapping effort,” Salsify says. It adds that PXM Advance “validates content against the latest retailer-specific requirements in real time, saving customers days in the mapping process.”

Among other enhancements, Salsify says PXM Advance uses AI large language models (AI LLMs) in its workflow capability, enabling users to develop and refresh product content at scale while also providing for efficient human review and approval. The company notes that its platform uses AI “that is based on more than 740 million products published across 950 destinations worldwide” to “power real-time validation of product content, ensuring retailer requirements are met before submission.”

In March, Salsify and technology partner Vizit, an AI-powered visual content platform for brands, retailers and content developers, announced that were integrating Vizit’s Conversion Optimizer App into Salsify PXM Advance to help companies boost their ecommerce sales.

Vizit notes that its patented technology “functions as a 24/7 merchandiser” to analyze, reorganize and present attractive product images for maximizing conversion rates.

Ghirardelli Chocolate Co. notes that the Vizit and Salsify technology platforms have proven essential for the candy maker’s ecommerce business.

Pam Perino, Ghirardelli’s digital content operations manager, says in a press release from Vizit and Salsify that the AI-powered capability in the conversion optimizer and PXM Advance provides digital management “across every SKU in your catalog, ensuring the visual presentation of your products is finely tuned to the exact preferences and desires of your target audience.”

Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. [email protected].

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