Tapestry personalizes checkout content with generative AI

Tapestry is generating personalized words and phrases on its e-commerce site in real time.

The parent company of Coach, Kate Spade and Stuart Weitzman is utilizing the Persado Dynamic Motivation AI-based marketing solution. Leveraging the Persado application, Tapestry is able to combine its own automatically anonymized web session data with the solution’s enterprise marketing language and automated decisioning to dynamically deliver words and phrases designed to motivate each customer.

The solution uses generative AI to create and determine optimal language that “speaks” to customers while on their shopping cart page. The Persado AI platform relies on advanced machine learning, natural language processing (NLP), and deep learning transformer models to understand intent and create messages designed to motivate customers to take action.

Unlike other large language models, such as ChatGPT, which pull and learn from the wide internet, Persado’s platform is trained on a specialized dataset of interaction and transaction data from 150 million U.S. consumers.

“Our checkout page historically had matter-of-fact copy asking for delivery address, payment, etc. We experimented with Persado to see if speaking to the customer with more emotive and conversational language, like a store associate would use, would win—and we found, yes, it did win,” said Kathleen Jiang, content optimization program manager, Tapestry Inc. “We usually see impressive lift in conversion rates and decreases in cart abandon rates. We've even identified winning messaging for the 'Post-Purchase Thank You Page' where shoppers are encouraged to make a subsequent purchase. These path-to-purchase campaigns are a great example of how we share learnings and scale optimized content.”

“The online cart experience has been relatively static and uninspiring,” said Persado co-founder and COO, Assaf Baciu. “With Dynamic Motivation, Persado applies the power of generative AI with personalization at scale, so brands present the most impactful words and phrases for motivating each individual to engage and convert. We are seeing large retailers capture 3-5% more revenue at this critical stage in the path to purchase—simply by personalizing cart experiences through words.”

[Read more: Parent company of Coach posts strong quarter; lifts guidance]