AI Rewrote 18,000 Product Descriptions Across 10+ Sites

The client operates over 10 e-commerce websites, collectively listing more than 18,000 product SKUs. Every one of those product descriptions was sourced directly from the supplier — the same generic, often poorly written copy that appears on every other retailer's website selling the same products.

This created two significant problems. First, from an SEO perspective, duplicate content across the web is penalised by search engines. The client's product pages were competing against hundreds of other sites using the exact same descriptions, making it virtually impossible to rank well. Second, the generic supplier copy didn't reflect the client's brand voice, didn't address their specific customer base, and often lacked the detail and persuasion needed to convert visitors into buyers.

Rewriting 18,000 product descriptions manually would be an enormous undertaking — potentially months of full-time work by a content team. And it's not a one-off task: new products are added regularly, and descriptions need ongoing updates to stay competitive. The sheer scale made manual content creation completely impractical.

Black Lantern built an automated content engine that reads the existing supplier product data, processes it through AI with carefully crafted prompts, and generates new descriptions that are optimised for both search engines and the client's target audience.

The system works by ingesting the current product data — titles, descriptions, specifications, categories, and attributes. It then applies a predefined AI prompt that has been carefully tuned to the client's brand voice, SEO requirements, and specific content guidelines. The AI rewrites each description to be unique, engaging, keyword-rich, and tailored to the way the client's customers search for and evaluate products.

The rewritten content is then dynamically pushed to the relevant website, updating the product pages without any manual intervention. The system is designed to handle the full catalogue across all 10+ websites, processing thousands of SKUs efficiently and consistently.