How Primark Scaled Content Production with AI Content Automation

Primark operates over 400 stores worldwide across women’s, men’s, kids’, home, baby, and beauty categories. When the team started exploring AI, they had three clear goals: save time across content teams, produce more content at scale, and remove the admin-heavy tasks slowing writers down.

Working with Amplience, Primark ran a structured two-month proof of concept across three content types: product descriptions, alt text, and SEO articles. Phase one covered all three in English. Phase two extended the same content types to AI localization across international markets. Every output was evaluated against a six-element scoring framework covering brand voice and consistency, spelling and grammar, product and marketing accuracy, hallucination detection, glossary and terminology compliance, and regeneration rate.

The results from phase one were significant. The team produced 70% more product descriptions every day. SEO article output increased by 150% per month. Alt text, previously handwritten for every image, saved the team nine hours per month. Primark has since moved to a fully integrated alt text workflow and is now exploring agentic AI content automation for end-to-end product description generation as an Amplience innovation partner.

What this session covers:

Discover how Primark structured their AI proof of concept: See how a 30-person workshop at Primark HQ brought together every team involved, gave them hands-on access to Workforce, and set the foundation for a rigorous two-month trial.

Learn how to evaluate AI output objectively: Jayne walks through the six-element scoring framework Primark built to move beyond anecdotal feedback, including how they scored brand voice, accuracy, terminology compliance, and regeneration rate across every piece of AI-generated content.

Understand how to handle licensed content with AI: Primark sells Disney and Marvel products, each with strict naming conventions and content rules. Hear how they created separate brand profiles in Workforce for each licensed collection to maintain compliance automatically.

See what AI localization looks like in practice: Phase two of the proof of concept extended product descriptions, alt text, and SEO articles to AI localization across international markets, using Workforce to translate and adapt content for each region.

Find out what happens after a successful proof of concept: Jayne explains what it means to be an Amplience innovation partner, including direct input into the Workforce product roadmap and early access to agentic AI content automation for end-to-end workflows.

Hear how content teams really feel about AI: From initial hesitation among product copywriters to confident, independent day-to-day use, Jayne shares the reality of introducing AI to a large creative team and why human editors became more important throughout the process.

How Workforce powers your content supply chain

Amplience Workforce is the AI content automation layer for your content supply chain. It automates product descriptions, alt text, SEO articles, and localization across markets, with human review built into every workflow and configurable brand profiles that apply your tone of voice, do’s and don’ts, and content rules automatically. Whether you are running a proof of concept or scaling to full production, Workforce connects directly to your existing Amplience products and third-party systems to keep content moving without adding headcount.