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Automatic Product Copywriting for E-Commerce by Zhang, Xueying; Zou, Yanyan; Zhang, Hainan; Zhou, Jing; Diao, Shiliang; Chen, Jiajia; Ding, Zhuoye; He, Zhen; He, Xueqi; Xiao, Yun; Long, Bo; Yu, Han; Wu, Lingfei is a scholarly article available to read on EtoBox.

What is Automatic Product Copywriting for E-Commerce about?

Product copywriting is a critical component of e-commerce recommendation platforms. It aims to attract users' interest and improve user experience by highlighting product characteristics with textual descriptions. In this paper, we report our experience deploying the proposed Automatic Product Copywriting Generation (APCG) system into the JD.com e-commerce product recommendation platform. It consists of two main components: 1) natural language generation, which is built from a transformer-pointer network and a pre-trained sequence-to-sequence model based on millions of training data from our in-house platform; and 2) copywriting quality control, which is based on both automatic evaluation and human screening. For selected domains, the models are trained and updated daily with the updated training data. In addition, the model is also used as a real-time writing assistant tool on our live broadcast platform. The APCG system has been deployed in JD.com since Feb 2021. By Sep 2021, it has generated 2.53 million product descriptions, and improved the overall averaged click-through rate (CTR) and the Conversion Rate (CVR) by 4.22% and 3.61%, compared to baselines, respectively on a year-

Author

Zhang, Xueying; Zou, Yanyan; Zhang, Hainan; Zhou, Jing; Diao, Shiliang; Chen, Jiajia; Ding, Zhuoye; He, Zhen; He, Xueqi; Xiao, Yun; Long, Bo; Yu, Han; Wu, Lingfei

Published

2021

Language

EN