How a global fashion brand scaled quality copy across its complex product portfolio 

Before Talkoot, Fossil hired a copywriter to craft compelling copy for about 20% of products, then used Excel formulas to generate the remaining copy. They were in a bind. They couldn’t hire more copywriters (it would increase their budget and timelines too much), but using off-the-shelf AI meant settling for bland, un-differentiated copy. 

Before Talkoot, the copy was created, reviewed, and edited in spreadsheets that were emailed back and forth to different brand and category reviewers. Spreadsheets were used to create descriptions, bullets and product titles, using formulas that weren’t sensitive to brand voice. This meant that someone had to touch and review every single bit of product content. It was inefficient and time consuming — but they made it work. 

Each brand in the Fossil portfolio has a unique product offering, brand voice and content requirements, but this nuance wasn’t being captured in their descriptions. A generic brand voice limits connections with consumers, which leads to fewer conversions. 

Talkoot uses brand-specific AI agents that can account for complex nuance, creating content that is on-brand, unique, and creative. It also works fast — a fact that received “oohs” and “aahs” in Fossil team huddles, as they watched the platform generate 100 SKUs instantly. It’s exactly what Fossil was looking for: copywriter-quality content that’s engaging and relevant. The kind that pulls shoppers in, builds trust, and fills carts, all while fitting Fossil’s budget and timelines. 

Fossil also saw a dramatic drop in the manual work required by its team. Talkoot helped automate the whole process, from bringing in data and creating descriptions and titles, to sending information seamlessly between team members and learning from their copy edits along the way. The new process worked in perfect harmony with Fossil’s existing PIM software, Akeneo, which they rely on to manage, centralize, and distribute product data to multiple global channels. Talkoot’s open API allowed for easy integration with Akeneo, which automated a seamless flow of product information between systems.  

Off-the-shelf AI writers are built to do a myriad of marketing tasks OK. Talkoot, on the other hand, is purpose built to solve the unique challenges of scaling accurate, impactful product content across a complex product line. From data enrichment, to generating copy that matches each brands’ unique content requirements, to reviews and approvals—the Fossil team can now do it all in one fluid flow.  

Fossil product copy is now keyword-rich, brand-specific, and unique across 100% of their product offerings. As a result, they have seen a measurable increase in both conversions and add to bag.