An international FMCG manufacturer consolidated its e-commerce content operations and replaced part of the agency production with an AI pipeline. The pilot covered a line of 21 SKUs across Ozon, Wildberries, Yandex Market, and pharmacy retail channels.
In early 2026, the client was restructuring its e-commerce content operations: the sales team launched an "Ecom content 2026" RFP to consolidate marketplace and pharmacy retail listings under a single contract and replace part of the agency production (photo + design + SEO) with an AI pipeline.
The pilot brand was a line of 21 SKUs with a strong social foundation — a 4.9 rating and over 56,000 reviews — that was nonetheless using only a fraction of its SEO potential.
The audit revealed that the flagship listing, despite a 4.9 rating and 1P seller status, achieved an SEO index of 72 out of 200 on the Ozon 2026 algorithm scale. The "Description" field had 0 characters (all text was hidden in a rich-content image and not indexed); the semantic core consisted of 27 hashtags with no brand keywords. Estimates pointed to a significant share of unrealized organic traffic in the category.
Launching content for a single SKU took 2–4 weeks: agency brief → photo production → design → 2–3 revision rounds → SEO → adaptation for each platform → brand book sign-off. Across 21 SKUs × 5 platforms, this yielded up to 105 unique creative cycles per year.
Generative AI rebuilds SEO content and visuals for product listings: copy, hero images, and rich content tuned to marketplace algorithms — all in a single pipeline.
The AI auditor processes a listing in one hour via the Ozon Seller API (read-only) and scores SEO potential on a 100-point scale. The LLM generator builds an expanded semantic core (27 → 39 hashtags) and a description of 4,000–6,000 characters; the scoring model forecasts a significant index improvement (72 → 121 per model forecast).
The generative module renders 3 hero concepts in the brand palette with required packaging elements and labeling; after brand validation — 8 additional images (lifestyle, infographics, macro). The "brief → 3 concepts → 8 images" cycle closes in 5 business days instead of 3–4 weeks of photo production.
One approved listing is automatically rolled out across all packaging sizes and platforms (Ozon → Wildberries → Yandex Market → pharmacy retail) with color correction and cropping for safe zones. The new SKU launch cycle is 4–8 hours instead of weeks.
An NLP classifier scans Telegram, TikTok, VC, and industry media, identifying stable cultural signals, whereupon the generative module renders hype images within <24 hours. The brand catches news hooks at peak audience attention rather than after it.
The module generates 3 conceptual variants; after approval — a full set of up to 6 screens with automatic adaptation to the mobile version of the platform, extending blocks without re-rendering the base screens.
The pilot became a reference case for scaling across the manufacturer's full portfolio — 19 leading brands and over 1,500 SKUs across OTC pharma, household chemicals, personal protective products, and diagnostics.
Unifying e-commerce content under a single brand book standard across 5+ platforms removes dependency on agency resources and transforms listing work from one-off production into a managed process — the team plans at the portfolio level rather than individual SKU level.
The metrics and results presented reflect outcomes of a specific project and depend on its initial conditions. They are provided for informational purposes only, do not constitute a public offer, and do not guarantee similar results in other projects. Supporting materials are available on request.
An AI pipeline assembles lifestyle videos from product photos: decomposition into short artifact-free segments, parallel generation, human in the loop.
A browser agent cross-checks size charts in product listings against official brand websites: auto-search, Vision-based table extraction, and size system normalization.
An AI platform mass-processes product photos to a unified standard: background removal, studio shadow, cropping, and batch processing of thousands of SKUs.
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