New Way Now: Belk is using gen AI to build its next generation of community
28๐ฆ๐๐บ๐บ๐ฎ๐ฟ๐: Richard Spencer, Chief Information Officer at Belk Department Stores, shares how the department store chain is discovering new innovative ways to connect with its customers. With the help of Google Cloud Consulting, Belk leveraged Google Cloud generative AI to bring the spirit of its brand across all of its marketing content โ from product descriptions to email campaigns to website images.
๐๐ต๐ฎ๐น๐น๐ฒ๐ป๐ด๐ฒ: How can Belk personalize content to engage all of its different types of customers while keeping its brand voice and messaging consistent?
๐ฆ๐ผ๐น๐๐๐ถ๐ผ๐ป: Using Vertex AI, Belk built a new gen AI application that generates high-quality, consistent product details and descriptions for its website and marketing channels. Powered by a model trained to understand the companyโs unique brand voice, the app can quickly create product information that reflects the way Belk talks to customers about its products.
๐ฅ๐ฒ๐๐๐น๐๐: Now, Belk can speak to its community of customers in the voice that is most effective for them while maintaining consistent messaging across all of its content.
๐๐ฒ๐ ๐๐ฎ๐ธ๐ฒ๐ฎ๐๐ฎ๐๐ ๐ฎ๐ป๐ฑ ๐ต๐ถ๐ด๐ต๐น๐ถ๐ด๐ต๐๐ ๐ณ๐ฟ๐ผ๐บ ๐ผ๐๐ฟ ๐ถ๐ป๐๐ฒ๐ฟ๐๐ถ๐ฒ๐ ๐๐ถ๐๐ต ๐ฅ๐ถ๐ฐ๐ต๐ฎ๐ฟ๐ฑ ๐ฆ๐ฝ๐ฒ๐ป๐ฐ๐ฒ๐ฟ, ๐๐ต๐ถ๐ฒ๐ณ ๐๐ป๐ณ๐ผ๐ฟ๐บ๐ฎ๐๐ถ๐ผ๐ป ๐ข๐ณ๐ณ๐ถ๐ฐ๐ฒ๐ฟ ๐ฎ๐ ๐๐ฒ๐น๐ธ ๐๐ฒ๐ฝ๐ฎ๐ฟ๐๐บ๐ฒ๐ป๐ ๐ฆ๐๐ผ๐ฟ๐ฒ๐
โโA lot of our data comes from our vendors and that may be the vendorโs voice, but not Belkโs voice. One of the great things about generative AI is that it really helps us to have a Belk voice that really creates consistency in messaging. We have a person that can quickly go through and approve, make edits, adjust it, but 90% of the work is being done automatically by the computer.โ โ Richard Spencer, Chief Information Officer at Belk Department Stores
โโWorking with Google Cloud Consulting, within a day, we had a solution outlined. Within a couple days, we had a prototype, a proof of concept that actually worked, and within a few weeks we had an application that we could then move to production. โ โ Richard Spencer, Chief Information Officer at Belk Department Stores
โโOur latest application is built on top of Vertex AI, and it allows us to quickly build our product information. That product information, of course, feeds our website and our marketing use cases. With Google Cloud, Belk is building our next generation of community.โ โ Richard Spencer, Chief Information Officer at Belk Department Stores
โBelk recognizes the power of generative AI as a multiplier for its workforce, providing a faster and simpler way to get even more personal with the communities that mean so much to its department stores. With gen AI, Belk now has the ability to create consistent messaging that resonates with a variety of customers โ in less time โ while maintaining the voice and values that make it special.
๐๐ผ๐ผ๐ด๐น๐ฒ ๐๐น๐ผ๐๐ฑ ๐ฝ๐ฟ๐ผ๐ฑ๐๐ฐ๐๐ ๐๐๐ฒ๐ฑ: Vertex AI, BigQuery
Belk partnered with Google Cloud Consulting, a team of experts and innovators who help guide organizations through the moments that matter most in their Cloud journey. To get started, check out Google Cloud Consultingโs services for AI-enabled websites โ https://goo.gle/45k0vet