Every Ecommerce team knows the feeling.
A new product is ready to launch. The SKU exists. The pricing is set. The images are... somewhere? The inventory data lives in NetSuite. Shopify needs product copy. Marketplaces need their own version. Wholesale and EDI need clean item records. Someone has to check the dimensions, write the description, create the bullets, add the SEO fields, review the images, and make sure nothing breaks along the way.
And somehow, that “someone” is usually marketing.
That is the hidden cost of catalog work.
For most mid-market brands, product catalog operations are stitched together by spreadsheets, manual handoffs, Slack messages, and people copying data from one system into another. NetSuite may own the facts: SKU, UPC, pricing, inventory, dimensions. Shopify may own the storefront. But the work in between is where teams lose time, accuracy, and momentum.
In our recent webinar, “Amplify Your Product Content Operations: How to Use AI to Run Your NetSuite + Shopify Product Catalogs,” Diego Terra, CEO of Hairball.io, and Andy Lloyd, CEO of Brandfuel.ai, walked through a better model: an intelligent catalog workflow where NetSuite stays the source of truth, Hairball and Celigo automate the movement of product data into Shopify, and Brandfuel.ai uses AI to generate, localize and improve product content at scale.
The key shift is simple: keep deterministic systems in charge of the data that must be exact, and use AI for the work that should be creative, adaptive, and constantly improving.
Pricing, SKUs, inventory, and dimensions should not be left to guesswork. But product descriptions, SEO metadata, campaign-specific copy, localized content, marketplace variations, and conversion testing should not be trapped in a manual queue either.
That is the future Diego and Andy unpack in this session: a connected catalog operation where new products move from NetSuite to Shopify automatically, storefront copy is created on brand, product pages adapt to campaigns and markets, and content performance improves over time based on real Shopify conversion data.
Below is the full webinar video. The transcript is also available separately for anyone who wants to dig into the details.
{% video_player "embed_player" overrideable=False, type='hsvideo2', hide_playlist=True, viral_sharing=False, embed_button=False, autoplay=False, hidden_controls=False, loop=False, muted=False, full_width=False, width='1920', height='1080', player_id='361500240620', style='' %}
Amplify Your Product Content Operations: How to use AI to run your NetSuite + Shopify Product Catalogs Transcript
[00:00:00] Okay. Welcome, everyone. Thank you for joining. I'm Nora here from Herobuild.io, and I'll be moderating today's session. We're here with the Brandfuel team to talk about how to use AI to run your NetSuite and Shopify product catalog. Very interesting subject for today. So we're just gonna give a couple of seconds, wait for everyone else to join.
And we will be moving on to what we will cover today. Okay? So we'll start with the product ops problem, um, basically why catalogs work tends to drain engineering and marketing cycles. Then we will walk through intelligent catalog workflows, what the end-to-end looks like. Um, we'll look at real customer examples and what actually changed for their teams.
And we'll talk about the team shift, where AI takes over the [00:01:00] repetitive work so your people can focus on what matters. And at the end, we'll close with a quick get started section and open it up for questions. So feel free to drop your questions at any time. You have a little box there at your right.
Okay. So, um, basically, we have around forty-five minutes together, so let's make the most out of it, okay? And before we really get started with our speakers, um, we'll share a quick poll with you. Please take a moment to respond it, okay? Great. Okay, so without further ado, Diego and Andy, the floor is all yours All right.
Uh, welcome everyone. Um, so I'll be speaking about what we do at Hairball and how we push product from NetSuite to Shopify. Uh, I'm f- I'm, I'm the CEO at Hairball. Uh, Hairball, and I'll, I'll, I'll talk about more of the details of what we do. But Andy, welcome to the joint webinar. Yeah. Great. Thanks for, [00:02:00] thanks for having us.
Uh, it's, it's great to be, uh, to back with you. Uh, we spent a, a bunch of years at NetSuite doing some really great stuff. Um, always loved, uh, working with you and your, your deep expertise both in e-commerce and in NetSuite, and so it's, it's an honor to be here today. Thanks. Awesome. So Hairball, I mean, let me introduce Hairball, and then we'll introduce Brandf.
Uh, we are a Celigo service partner, so, uh, we've-- we only focus on integrations to NetSuite for product companies that run in NetSuite. So, uh, more than five hundred and fifty customers that we work every week. Um, their challenges are around integration, automation, uh, and operations and finance, uh, processes, um, in NetSuite.
Uh, so we integrate Amazon, Shopify, uh, Walmart, TikTok, and all these, um, e-com channels. Uh, again, only NetSuite and Celigo and, uh, we've seen a [00:03:00] lot. My background is, uh, Sandy was saying, um, we had an agency called SuiteCommerce acquired by NetSuite. Spent, uh, nine years at NetSuite seeing how brands, uh, sell and operate.
Uh, so all those years I've been focused on the front end, but then, uh, well, my journey in NetSuite, I said, I think it's very interesting to see them operate and focus on the back end. So, um, everything we do now, it's business processes on the, on, on the back end. Um, what we do mainly is Ce-Celigo implementations.
We don't implement NetSuite and within the Celigo services, we do Celigo EDI, um, integrations of all these channels, and we-we've created, uh, many templates and products on top of Celigo. And we also, um, are working now with automating most of these workflows with AI. So as you know, Celigo released-- had a major [00:04:00] release on AI, so we are evaluating many of the flows, um, on-- in the finance and operations, uh, that in-instead of being deterministic could be enhanced with AI.
Uh, so we're doing a lot of AI work, and this is a good segue on, on why the-- this partnership with Brandfuel is interesting because we are super deterministic on publishing products and Brandfuel adds that AI, uh, layer on top of it. Um, I mean, we've been in business four and a half years. We've been recognized l-last year and, um, on, on the Inc. 5000.
So very happy on this journey and, um, hopefully we can work together and with Brandfuel too. Off to you, Andy. Great. Uh, thank you. Um, yeah, so we're, we're really excited about this partnership as well. We understand... You know, I spent, uh, seven years at NetSuite, um, and understand that NetSuite is the foundation for most mid-market, um, [00:05:00] companies in terms of their back-end operations.
And so what we... When we set out to build Brandfuel, what we wanted to do is build a product that was complementary to the things that NetSuite does, and, and frankly complementary to the things that, that Hairball also does, which is to, you know, to Diego's point, um, your back-end product records need to be very deterministic.
Um, they are the fixed records that you use for your business. Um, and NetSuite is a platform for, for really keeping track of, you know, recording transactions. Um, what we built at Brandfuel was designed to enhance the selling experience and to use AI to complement the things that exist in NetSuite around pricing, around SKUs, around dimensions, that are facts that you need to make sure are available in your e-commerce channel.
Um, we complement that by allowing you to build better shopping experiences, and the foundation of those shopping experiences is your product content. And so your, your shoppers are able to interact with products in a much more, uh, in a much deeper manner, um, in a much more [00:06:00] localized manner wherever they're interacting with the products.
Um, so the way we do this, and I probably, uh, should have, should have looked at this diagram, um, the foundation of what we do is that bottom left-hand corner on the slide, which is product onboarding. Um, and that's where, uh, for most of this audience, you're going to be onboarding your products from NetSuite and then pushing them out to each of your selling channels.
But what Brandfuel allows you to do is to do that much more effectively and much more efficiently. So we take all of the information that you have about your products, whether it's in NetSuite, in which case Hairball and Celigo are, are likely moving those products and creating them in Shopify, but we also look at your product images.
If you have product design documents that your team has created before introducing a new line that talks about the rationale behind a product, why it exists, who the target customer is, what the key positioning points are, we can ingest all of that data, and then we take all of the data from that onboarding experience and positioning experience, [00:07:00] and we really use it across all of your different sales channels to sell more effectively.
So in addition to onboarding the products, um, we'll read in, for example, your email marketing campaigns that you're running in Klaviyo so that when a shopper arrives at your site on a back-to-school special, the content that they're seeing on the site actually is tailored to that back-to-school experience.
We'll localize the content to whatever sales channels you wanna sell on, so whether you're selling in multiple languages or if you're selling on multiple marketplaces that each have their own set of rules around, um, how that, um, how long the content can be and what can be said in that content. We'll make sure that you're discoverable across all of the chat engines, and then we'll offer a much more tailored shopping experience on your Shopify site in, in a lot of different ways, um, including being able to have holiday promotional content, being able to segment the content that you're serving up to shoppers so that they're having a much more tailored experience that's appropriate to how they want to experience your brand and your products
Okay. [00:08:00] So the product operations problem, I mean, we believe that catalog work, uh, is the most under-automated part. Uh, we are-- at Hairball, we are super focused on, on more on the, on the financials and operations, uh, business processes and although we do a lot of product publishing, it's not the flow or business process where we are-- we spend a lot of time.
But we do get a lot of, uh, requests from our customers and, and we don't have many answers because we're not focused there. Um, so what we do, I mean, today, is we move the catalog the same way every time. Basically, it's the static data sitting in NetSuite. We'll map it to the, the p-the platform, typically Shopify or TikTok, and we'll map, um, I don't know, title, description, tags, uh, vendor, some meta fields and post them into Shopify.
Um, most of our customers will just publish this ERP data like [00:09:00] the SKU title and some basic data, and then the marketing catalog team will, um, m-make the product read better and, uh, and add images and all that, w-what Brandfuel can automate. Um, but then we also have the price-cost flows that those... Typically, NetSuite is the system of record and, and that's a very important flow for inventory cost and price.
So th-there, our customers get the answers they need from us. But again, everything's deterministic. It's getting the data from NetSuite, adding maybe some small formula in the saved search and posting it to, uh, the, the channel, typically in, in draft mode, so the content team can, uh, improve it. Um, from NetSuite, I mean, we can handle every product structure, uh, simple items, matrix items, assemblies, kits, bundles.
Um, e-um, even if you don't have matrix [00:10:00] items because when you implement the NetSuite, uh, you didn't go with matrix, b-but you wanna add a parent-child relationship, we can also handle that type of, uh, structure. So we've covered, um... And, and we can also do Shopify to NetSuite. So, uh, although many of the integrations are NetSuite to Shopify, we can, uh...
If you're doing some work in Shopify that you need, uh, that data to reflect in NetSuite, we can also move data from Shopify to NetSuite and keep the item in sync. Okay? But again- It's everything's deterministic. Uh, customers tell us, "This is the products we wanna publish. This is how the data maps. Map this field to that field," and that's it.
That's what Hairball can do really well. But, uh, what-- now if you want, um, a, an agentic layer on top where a, a system can define, uh, what content, image, uh, based on many inputs, that's where Brandfuel, uh, make, makes the [00:11:00] difference, and where you should be looking into a platform like Brandf to enhance how you, uh, publish products to, to the channels.
Again, we can move the data on a deterministic way really well, but, uh, you will see in the next slides from Andy how you can enhance this, this process. Great. So we call it the intelligent catalog model. So there you go, Andy. All right. Awesome. Great. Thanks. Um, yeah, so, um, w- to Diego's point, it's really important, um, NetSuite deals with facts and being deterministic.
You don't want AI deciding to ch- you know, maybe at some point we will, but right now we're not in a world where you want AI deciding to determine your price on a customer-by-customer basis. That said, when it comes to actually selling products, the more tailored you can be and the more specific you can be, the better, which is why AI is so important to what we do.
And so if you look at the flow, um, when we're working with NetSuite, Hairball, and Shopify, um, the idea really is [00:12:00] NetSuite is the foundation and it's the starting point for everything. It's, it's the core of your operations. Products continue to be created in NetSuite. Um, you all know that products can be created in a lot of different ways.
There's a lot of complexity associated with that. Um, that's why Hairball is so important is because there's so, there's so much flexibility in NetSuite that you need to have a predictable way of getting that data out of NetSuite, moving it into Shopify, and really, um, in most of our use cases, um, once the data has been moved into Shopify, that's where we pick it up.
So if Hairball creates a product in Shopify, Shopify's gonna fire a web hook. We will ingest all of the content that comes from NetSuite into the Brandfuel platform, and we're gonna use that to inform the marketing and the merchandising that we do, in addition to any marketing documents or internal documents that you might have that you want to influence the content.
Um, and then the, the final piece, and this is where we deviate pretty dramatically from the deterministic approach, um, is this idea that we are a system that [00:13:00] learns. And so when you're in a world of manually creating product content, that can become a costly undertaking. Um, but when AI is doing that for you, you can generate product content at much larger scale with much greater frequency.
And so that's a big piece of what we do, which is making sure that, um, as our, as our content is being used on the Shopify site, that we're measuring the results and we're improving it on an ongoing basis.
So as we alluded to, um, w-we don't have any illusions that we're gonna become the system of record for any of the systems, things that you're already doing. And in fact, we want you to leave those where they are inside of NetSuite, and we view our job to complement NetSuite and Shopify. Those are the foundational pieces of your, of your business, and we...
Our, our goal is to help you utilize the products and the data that you have in NetSuite much more effectively from a selling perspective to offer more tailored selling experiences. So how do we do that? So we alluded to the fact that we do real-time sync. So, [00:14:00] um, basically data, data is moving as frequently as you need it to move back and forth between NetSuite and Shopify.
Um, once that data arrives in Shopify, we do agentic enrichment. And so that agentic enrichment takes a variety of forms. First of all, we have an onboarding agent that will actually read in everything we know about that product and can enhance it using AI however you need it enhanced. So as an example, we'll read in a product, we'll identify the competitors to that product, we'll use those competitors to identify the SEO keywords that you should be using to position that product.
Um, we will ingest all of your images. We'll generate your alt tags, but we'll also use the content that gets generated from those alt tags to actually drive the, the product content creation. And then scale is a big piece of what we do. So even if you only have five hundred products in your catalog, that probably translates into two thousand SKUs.
If you're selling in multiple languages, that's four or [00:15:00] six thousand SKUs. And then if you're selling on multiple marketplaces, um, that's even more descriptions. And so, um, in order to sell across all of those different channels in all of those different languages, you need to be able to scale this really effectively.
And what we see with most teams is they actually are barely keeping up. So they barely create any product content. They publish it out, and once they publish it, it almost never gets revisited. Um, using Brandfuel, and we'll talk about this in greater depth, we allow you to be continually iterating and improving across all of those different channels based upon the data that you're getting.
And then the last piece really is dynamic experiences. So, you know, everyone, every, every brand out there wants to do things like holiday advertising. But in s- on your Shopify site, what we find is that becomes a very static experience 'cause the effort associated with updating those product descriptions and that product content at scale is so challenging.
Um, what we want you to be able to do is to have your Shopify site become much more [00:16:00] dynamic and adaptable. So if you want to do Mother's Day merchandising on your site, you can actually write product descriptions that are specific to Mother's Day. And as I said, we're gonna get into this all in a little bit more detail here in a second So, you know, one of the things that's really interesting is that, um, as people have adopted AI, the...
you, you've heard people start to talk about kind of the sameness that has happened across the content. So people are going to ChatGPT, they're doing, um, you know, they're writing some very generic prompts and ChatGPT is generating content that really sounds the same across all of the different brands.
Um, our system is designed to make sure that even when AI is generating your content, you're rema- you're retaining your unique narrative. You... Most brands have a unique point of view. They have a reason that they exist. They have a reason that their products are successful in the market. Um, we wanna make sure that that uniqueness continues to be infused into all of your product content.
And so every [00:17:00] time we prompt ChatGPT, um, or whatever engine, we, we work with a variety of different LLMs on the back end, um, we're sending a prompt that actually identifies your brand, what's important to your brand, and what differentiates your brand. Um, we're also sending information about, um, what your content strategy is.
So it may be that you decide that you want to improve the SEO on your site. You can write SEO oriented product descriptions at any given time. And all of this goes to make sure that the content that comes out of Brandfuel is much more unique than you would get if you were in the typical world of copying a prompt, pasting it into ChatGPT, pasting that into an Excel spreadsheet, and emailing it around your organization.
Um, it, it really brings a much more unique flavor to the content, and it also provides greater visibility and greater efficiency. So once we create that content, we, we alluded to the fact that we actually will then turn around and test that content. And so you can determine what percentage of your product catalog you wanna have in testing at any given [00:18:00] time, um, and, and we can automatically publish that content.
And so one of the things that we think is incredibly important as you're going forward and you're thinking about what your organization is gonna look like in an AI age, it is about eliminating human touches. And so again, that's why Hairball is such an important piece of this, is that you need your data backbone to allow things to flow back and forth because that's the only way that you're gonna be able to take advantage of the efficiency that comes along with, with AI, and to, to really leverage that going forward.
The net outcome ultimately is what we call hyper-tailored experiences, where every shopper is having a different experience, and you're really driving the content on your site based upon the results that you see in the real world as opposed to just trying to keep your head above water by keeping your products, um, out there and published.
So what does that look like when we actually get into the real world? We're gonna get into some more concrete examples that we actually start to talk about some of our, our [00:19:00] customer experiences. So first, let's talk about product onboarding, enrichment, and generation. So for most of you, in most cases, your products are gonna be created in NetSuite, and then they're gonna flow into the front-end system, um, that you're gonna use.
But for those of you who run an e-commerce site, you know that the job isn't done at that point. That's when actually the real art of merchandising comes into play, where you actually need to position the product and make it sound appealing to shoppers so that they're likely to buy it. So we do this in a variety of ways.
So the first thing we do, and I alluded to this before, is if you have existing documents, whether they're PDFs, whether they're Word documents, whether they're Excel files, whether they're Google Docs, we can actually ingest those documents and use them to understand how you wanna position that product.
That's a much deeper level of tailoring than you're typically going to get if you're having a relatively junior marketing analyst or ecommerce analyst write those descriptions. In many cases, what we've [00:20:00] seen is people are actually writing product descriptions about products that they've never seen before.
By using the existing documents that you have inside your organization to drive that content creation, you're getting a much deeper level of expertise, and you're positioning the products as they were meant to be positioned when they were originally conceived of. Second, it's written in your brand voice, so I alluded to this.
Every time we generate content, we send a prompt that describes your brand positioning. One of the things that's really interesting is we've worked with a couple brands, and they've actually been in the process of repositioning their brand. In order to do that properly, they actually need to go out and potentially rewrite thousands of pieces of product content.
Using Brandfuel, you can update your brand positioning once, and you can use that to generate an entirely new product catalog that will very quickly reposition your brand in the manner that you want it repositioned One of the huge things we see, and this is particular key in apparel and, and you can see that, [00:21:00] um, you know, furniture, this is also an area where this comes into play, and we've seen this with our customers, is, um, presenting a product in a lot, in every different variant, or in NetSuite terminology and if you have matrix items, presenting it in each of the different colors or colorways or styles or patterns.
Um, so we actually have AI that is built into our product pipeline that can take a product that was shot in one original color, and it can actually create all of the variant images. And that's a huge time savings, and it actually allows the shopper, instead of having to speculate at what the blue and white striped sweater might look like, to actually be able to see it in the real world on a shopper.
And all of that is supported using an automated workflow where we can generate those images automatically. You get an opportunity to review them before they go live and make sure they actually look photorealistic. Um, and this is probably one of the areas where we've seen the greatest improvement in how well AI performs over the course of the past year.
Um, this is something that we were, we were pretty [00:22:00] skeptical of, uh, when we first started the company and, and really it's, it's pretty, pretty amazing the things that can get done with AI image generation now that could be a real driver of transactional volume. And then the last piece is web-based enrichment.
Um, and so if you're a retailer and you're selling products that are created by a manufacturer, um, we can actually scrape that manufacturer's website to get all of the product attributes. Um, but we can also go out and gather any information that exists on the web and use that as part of the merchandising mix.
Um, and so you're not limited just to, to content that you create. Um, basically the entire internet becomes a resource for creating these product descriptions going forward. Campaigns and merchandising. So this is one of the areas that we think is gonna be by far the most interesting. And so, um, uh, Brandfuel natively can connect to Klaviyo and Meta and understand what campaigns you're actually running.
And the thing that's really interesting is when you talk to a marketer, they talk a lot [00:23:00] about the idea of reach, and how can this campaign that we're creating reach as many people as possible. And when they think about that, they're typically thinking about how do we push it out to as many people as possible on Meta, or how many people as possible on Instagram, um, or how many emails can we actually send out to our distribution list.
But the thing that frequently gets overlooked is that half of the pro- the page views on your e-commerce site are on a product detail page, and those product detail pages are typically very static. Um, they're not reflecting the way that a shopper actually gets to your site and arrives at your site. By using Brandfuel connected with Klaviyo and Meta, when a shopper arrives from a Klavi- an email campaign or a Meta campaign, we can actually tailor the experience based upon the campaign that they used to arrive at the site.
And so it goes from a world where half of your page views are on these static, outdated product pages, to a world where those page views are actually specific to [00:24:00] what brought that shopper to your site, which, um, can be a tremendous driver of increased transactional volume Um, so we make the, the, the content much more relevant.
Um, if you're not wanting to integrate with your advertising campaigns and maybe, maybe you just wanna do traditional, um, good marketing, um, we can do things like having holiday-oriented marketing and merchandising. And so I talked earlier about Mother's Day. So as an example, if you have 2,000 products in your catalog, maybe not all 2,000 of those products are actually a great fit for Mother's Day.
Um, we have a merchandising engine that can say, "Okay, for Mother's Day, we wanna create a campaign that identifies the products that are a great fit for this campaign," and it actually generates, uh, potentially a landing page for that campaign, and it'll tailor those product descriptions specifically for Mother's Day.
And then as importantly, you don't wanna be creating a bunch more work where you're continually publishing things and removing them from your site manually. We understand when [00:25:00] Mother's Day is, and we'll publish the content as far in advance of Mother's Day as you want, and we'll also make sure that that content comes down right at Mother's Day as the shipping deadline hits, so you're not serving up customers a stale experience if you decide to create these tailored experiences.
And then and the last piece, and I kind of alluded to this, is we have the ability to automatically create collections, publish those collections, create the content associated with those collections. And then on top of that, we can actually use AI to do any ordering and merchandising that you want on those collection pages.
So if you wanted to order your products based upon the launch date, that's something that Shopify does pretty well. But if you wanted to order them based upon the designer that actually designed that product, that's something that's pretty challenging to do in Shopify. Um, using Brandfuel, you can actually use free text conversational search, order that collection based upon whatever criteria you want, and then publish that out to Shopify, and all of a sudden you've got a greater level of control over [00:26:00] the, the merchandising that's happening on your Shopify site and what products are showing up at the top of that collection
Um, one of the big things that we see is actually a lot of people who wanna sell in additional markets don't have the bandwidth or the resources to tailor the content to those specific markets. And so, um, we're working with an apparel company that's running on NetSuite using matrix items, and they were selling in Germany, in France, in French Canadian, um, and a variety of other languages, but they were selling in English.
And so what they saw was that on their German site, for example, their conversion rate was nowhere near they, where they wanted it to be. Um, they're using Brandfuel to bring us in and to actually adapt their content and localize it for that market. So one of the things that's really interesting is, you know, Shopify does have translate and adapt built into the product.
So aside from the fact that it's limited to a couple languages, it doesn't really give [00:27:00] you the ability to make sure that your brand voice is being articulated in all of those product descriptions in all of the places across the site. With Brandf, because we actually understand your brand, we understand the content strategy that you're working on at that particular point in time, and even seasonally we're able to adapt that content, um, not only are we able to translate the content to German in this case, but we're actually able to drive that content to be more aligned with the brand values.
Um, for example, if you wanna have a unique persona for the German market that maybe is positioned somewhat differently than you have for your native market, um, we can make sure that all of the content that gets generated is appropriate to that. And that's something that can be done very importantly without any additional work.
So we are natively integrated with Shopify. We ingest the products, and then we understand the products, and we publish the content out in whatever language people want it to be published out in
And then [00:28:00] the final piece is that, um, we are built to be data-driven from the start. And so, you know, after you publish a product description today, as I said, it, it typically, it gets forgotten. It's never revisited. And, and, um, you know, some of the apparel brands that we're working with, um, they're in fast fashion, and they're doing everything they can to just keep up with the SKU velocity that happens, and it feels like it's a treadmill that they can't keep up with, let alone going back and optimizing their product descriptions.
Um, built into Brandfuel, because we're integrated with Shopify, we are continually measuring add-to-cart rate, conversion rate, page views on the Shopify site. And what that allows us to do is to identify the products that are performing well and the products that aren't performing as well. And then on top of that, as, as the velocity of publishing increases, one of the things that we think is really important is that you're using AI to measure the quality of the content [00:29:00] you're creating.
And you can measure that based upon whatever criteria you want. So when AI writes five hundred product descriptions at once for you, you may not have time to read all five hundred of those. Our system will score them based upon how likely they are to drive conversion effectiveness, how likely they are to reinforce your brand values, how effective they're gonna be from an SEO perspective.
So what we do is we take all of that data across the behaviors that are happening on your website, as well as the scores that we have for that content in our system, and we will identify the products agentically that are most likely to improve their performance based upon different content. And so we can run a multivariate test.
So you can see down here in this left-hand corner that we're testing two different versions that were based upon different content strategies. So one of them was oriented towards conversion rate, the other one was oriented towards SEO value. Um, we also can do things like testing different formats for your content.
So if you wanna test [00:30:00] whether two paragraphs in a product description performs better than three sentences, or putting bullet points in place is, is effective, um, we can automate and run that test automatically. And you can determine, I want twenty percent of my products to be in a test at any given time, and we will automatically run that content for you, which means effectively your site is continually improving without you having to do any additional work, which is something that very few, if any, companies are actually able to do today So the final piece is that we're, we're able to be much more focused in terms of the messaging that we're putting out there.
Um, so while there's a single point of publishing in terms of Brandf that really understands your products deeply, um, we can push that content, different content out to everywhere that your brand is, is selling. Um, whether that's global, whether that's mar- different marketplaces. Um, most of you who are selling on Amazon understand how challenging it can be from a compliance standpoint, as [00:31:00] an example.
So you may have certain lengths of, of product descriptions that you need to conform to. We can set up as many of those as you want. And then on top of that, if you're selling a product that has any compliance related regulations, um, we can actually create what we call a content analyst that will check the content before it goes out the door to make sure that you're aligning with any marketplace publishing guidelines, any restrictions, any FDA restrictions, um, so you, you keep yourself out of trouble, as well as anything ADA related.
Um, so I talked about the fact that we're, we support multi-lingual s- mu- multi-languages. Um, if you're selling B2B, you may be w- looking for a much more technical product description than you would set, show to a consumer. Um, we actually have the ability to create those different personas and publish different product descriptions, um, to your B2B site versus your B2C site.
And so, um, all of those things drive a much more focused, much more tailored shopping experience than you're able to do otherwise And then the final [00:32:00] piece to talk about, um, in terms of BrandFuel is that, um, we can get up and running very quickly. So we use AI across our product to really understand what you're doing.
Um, and our, our integration to Shopify can adapt dynamically. So we look at what fields are out there. We understand how those map to our, the fields that exist inside BrandFuel. And so we can actually ingest your product catalog typically within 10 minutes of, of getting started with you. Um, we have a deep Shopify integration, so all of that data flows automatically at whatever frequency it is that you're looking for to drive it.
Um, we have a dedicated support and implementation team that has deep e-commerce expertise. And so, um, while we have a product that offers specific functionality, one of the areas that we find ourselves in is really an advisory role in terms of helping to drive more efficient workflows going forward. And, and that's something that we think is really important because the idea of adapting and evolving your organization to support [00:33:00] AI-driven, um, e-commerce operations is something that, that requires some really thoughtful consideration.
Um, you know, how do you automate the things that deserve to be automated that aren't high val- value activities? And then how do you reallocate your resources internally to take on other things that actually can result in a much better shopping experience? And so, um, what we find is that, um, when we sign up with a customer, we can typically go at least as fast as they're able to, and so we're able con- to get results without a huge investment upfront in terms of, um, ongoing work and getting things up and running.
So with that, I think it's time for, uh, Q&A. I don't know if we have any questions that have come in yet
Yeah, we do have... Okay, from Nicole, we have, "How do you stop the AI from messing with the stuff that has to be exact, like pricing SKUs? That, that's my worry." [00:34:00] Right. So we, uh, we do not modify any of that. So, um, some of our customers have their pricing in our system, some of them don't. Um, we can do things like currency conversion if you want us to.
Um, but as a general rule, we, we usually do not touch pricing. Um, we do definitely do not change SKUs, and so you can determine what fields we're allowed to touch and what fields we're not. And in fact, we were, we were doing an implementation with a customer, um, today who basically... Or not today, uh, Tuesday.
We said, "Let's turn off that field, turn off that field, turn off that field," so, so it never even makes its way into Brandf. Um, and so that's a, that's a really great question, a really important piece, and it's, it's a great example of where Hairball does an outstanding job at that, and we, we shouldn't be involved in that world.
Right. Yeah, and she has the same question, like how do you decide what stays a hard cellular rule versus what you hand to AI? Again, from our mappings, it's gonna be just the [00:35:00] fields that will be a one-to-one relationship, and then you decide on the Brandfuel implementation what, what goes through Brandf.
All right, so I see the question from Austin: how long to get this set up and rough cost range? Um, so the cost range varies based upon the number of SKUs that you have and how much of our functionality you're using. Um, so we have, you know, what I would call probably pretty typical SaaS pricing. So we start at about $1,000 a month.
Um, that is variable based upon the number of products. It's-- I think that's up to 10,000 products, which could be at, like up to 50,000 SKUs, which is quite a few. Um, some of it depends on what other additional functionality you use. So we have our advanced onboarding module where we're doing a lot of really, um, you know, m- if we're reading in PDF data and using that to drive, you know, what we call a product brief, um, there's some incremental cost associated with that.
Um, if you wanna make sure that you're integrated with, with Klaviyo and Meta, um, th- there's additional cost [00:36:00] associated with creating that campaign-driven content. Uh, but our goal at this point is to be very approachable. And when you, when you look at the, the cost relative to the cost savings that you see, um, generally, um, we're having an immediate return on investment, less than a month, um, before we have a positive return on investment, simply based upon cost savings.
And then on top of that, when you look at things like incremental revenue from automatically optimizing product descriptions and automatically optimizing your site to drive increased conversion rates, which ultimately, you know, one of the huge areas that we see is increasing the return on ad spend.
That's where a lot of brands are spending a lot of money. Um, the, the return on investment is, is easily ten to one, um, in terms of cost versus, versus savings. And, and so we'd love to have a conversation and understand anyone's circumstance, uh, on how we can drive pricing that makes sense, um, for the individual brand.
Awesome. [00:37:00] So yeah, so I mean, from-- There's another one, no. So yeah, I mean, if you wanna map your catalogs from NetSuite to, um, any of the, uh, marketplaces or shopping carts, we're happy to do that. I mean, very deterministic, no AI. But, um, if you wanna enhance and apply everything that Andy taught us today, um, you got a white paper and, uh, then the contact info, right?
Yes. Yes. So actually, we, we did just publish, uh... Well, it's officially it's coming out, um, July 30 or June 30th, I apologize. Um, and so if you wanna sign up, go to brandfuel.ai/whitepaper, and that's really gonna talk to you about how to adapt your organization to be ready for this AI world. Um, and, and really the key pieces of that white paper are about how do you, how do you adapt the roles of the individuals in your organization [00:38:00] so that they're getting out of the world of doing all of the rote routine tasks that are not high value, and get it to the point where they're overseeing the AI that's doing a lot of those things, so that they can be focused on making sure that your product content is in your brand voice, that it's driving good conversion rates.
Um, and really building that, um, AI centric organization that's gonna allow you to compete going forward. And that includes things like ensuring that you're providing the depth of content that is necessary so that when shoppers visit ChatGPT and ask questions about your product or your category, that they actually have the data that they need, and you've provided those answers to those, um, to those AI chat engines to be able to understand your products.
So with that, uh, thank you, Diego. Really want to, um, you know, express our appreciation, our excitement about this. Um, uh, we're really impressed with what you've been able to build at, uh, at Hairball. Uh, congratulations on all of your success, and we look forward to working with you on this [00:39:00] going forward.
Well, thank you very much and happy to be partnering. Um, so yeah, I mean, let's get this brand successfully live and with amazing content. All right. Fantastic. Thank you. Thanks so much. Appreciate everyone attending.