Text Robot versus editor

31. Dez 2020

One of the most frequent questions we are asked is:
What can the Text Robot do better than the human editor?
Well, let us first ask the following question:

Why do we write text at all?

Whether in entertainment, journalism, science or business: text explains to people in the shortest possible time what the author had in mind.

The author of a text provides the reader with condensed forward thinking. A contract combines weeks or months of negotiations and elaborate agreements from discussions on collaborations, which can be understood in a fraction of the time it takes to draw up.

In their work, the author views a topic from different perspectives, collects figures, data and facts, evaluates them and puts them into a meaningful context for the reader. The reader can thus understand in a few minutes what the journalist has compiled in days of work.

Product managers describe items in online shops and on company websites in such a way that customers quickly gain trust in the seller and understand exactly what problem they can solve with the product.

Good text saves the reader time, relieves them of research and thought and makes it easier for them to form an opinion or make decisions.

Text Robots have infinite time

Particularly in online retail, we are repeatedly confronted with comparatively similar descriptions. Products differ only minimally. For the knowledgeable buyer, however, it is precisely these fine distinctions in the product that are relevant to the purchase decision.
But how do we get relevant product features into the focus of the customer?

The answer: through appropriately detailed product descriptions that explain to the reader what the product can do for him.

Take the example of car tyres. Black, wide, you know them. There are car tyres for winter, summer, all-season use, for small cars and SUVs, up to 160km/h and up to 300km/h, with good grip in the wet or on dry roads, in snow or ice, with a loud rolling noise and as quiet as a whisper, shortening braking distances or saving fuel, all this of course in various gradations at every conceivable price point.

Now just imagine if you had to write a suitable text for 100 of these different tyres. If you are really good, you can manage 20 copies per day. So you need about one week for 100 copies. You can write a maximum of 5,200 copies per year – if you don’t take time off and work through holidays. Then you have managed a fraction of the tyre portfolio and after one year there are already new models.

The Text Robot can easily manage thousands of copies per hour. 24 hours a day. 365 days per year.

Text Robots never get bored

Let’s stick to our example that you have to write 100 tyre descriptions per week. Then, the following weekend, you are guaranteed to dream of tread depth and low profile! At such a high frequency, even the most exciting product becomes boring at some point. And then mistakes and typos creep in on people!

The Text Robot does not care how often it is supposed to change only the smallest details in the text.
Very important: Depending on the training of the Text Robot, new formulations and sentence positions can be generated again and again so that the reader does not get bored reading the copies.

Oh, and: You have not yet optimised your copies for different customer target groups or adapted the text volume to different screen sizes. The Text Robot can also perform these tasks without complaining.

The Text Robot can find hidden connections

In addition to a semantic training, the Text Robot can gain access to secondary information within seconds and incorporate it into the text. This way, the bot can transform boring product descriptions into emotionally appealing and customer-friendly text with real added information value.

Here are two examples:

A special winter tyre has been tested in a ski resort. The Text Robot can then access corresponding sports results and incorporate information about the multiple downhill ski champion it has found in the test area into the product text.
The Text Robot can also take advantage of bonus offers from manufacturers, such as track training when buying certain high-speed tyres for sports cars. It then not only incorporates this additional sales argument into the product text, but also the race results from the test track from the race statistics.

The Text robot can also create value-adding contexts at the product level that are highly relevant to the customer:
It can include particularly well-fitting rims in the product description or integrate the next two better tyres as upselling offers with the corresponding sales arguments directly into the description text.

Editors refine the most successful works of the Text Robot

Of course, work for humans is not lost. Product managers can concentrate on refining the text of particularly important or successful products in order to improve it even further. Robots with excellent language configuration free up time for humans, which they can use for tasks with high individual requirements.
The Text Robot provides an incredibly broad basis for this. After a short time, this broader basic text also creates a qualitatively better data basis with which you can understand the needs of your customers.

Humans teach the Text Robot to write in the first place.

In our Onboarding process, our computer linguists, together with the expertise of your product managers, develop the basic rules according to which the Text Robot will later work.

  1. Your article data provides the content.
  2. Our data analysis determines the basic potential for the text.
  3. Your product expertise

Text Robots promptly create competitive advantages

Search engines such as Google now judge the success of web pages essentially according to customer benefit. Thus, many customer-friendly product descriptions instead of data sheets and unclear feature spreadsheets, first of all mean a quickly attainable competitive advantage:

better visibility in search engines.

Unique product descriptions are better understood by humans and therefore more valuable for the search engine. And there is another benefit that the Text Robot can easily deliver:

category page descriptions.

Another time-consuming and actually unexciting task, which is rather annoying for humans. In addition, category pages have to change regularly in order to offer customers new content and to suggest high activity and dynamics to search engines (an essential factor for a high position in search results).

In all these tasks, the Text Robot can not only provide support, but also take on work that is simply not economically feasible for humans.

Conclusion: Text Robot versus human editor?

So the question is not: Will Text Robots replace humans at the writing desk? Or: Is the Text Robot better than the writing human? Rather, it is about how the two can work together in a meaningful, value-adding and creative way to provide customers and readers with new access to topics and decisions.

As a result, humans can concentrate more on quality assurance and highly specialised manufacturing – much like robotisation in the production hall.

Further contributions on the topic of Text Robots:

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