Automatic Controllable Product Copywriting for E-Commerce

TL;DR

This paper presents EPCCG, a controllable, prefix-based text generation system for automatic product descriptions in e-commerce, successfully deployed in JD.com's platform to enhance user experience and adapt to diverse service needs.

Contribution

The paper introduces a novel prefix-based controllable copywriting system with weakly supervised aspect labeling, deployed in a real-world e-commerce platform for dynamic description generation.

Findings

Effective in generating diverse, high-quality product descriptions

Successful deployment improved user engagement on JD.com

System adapts to various product categories and service patterns

Abstract

Automatic product description generation for e-commerce has witnessed significant advancement in the past decade. Product copywriting aims to attract users' interest and improve user experience by highlighting product characteristics with textual descriptions. As the services provided by e-commerce platforms become diverse, it is necessary to adapt the patterns of automatically-generated descriptions dynamically. In this paper, we report our experience in deploying an E-commerce Prefix-based Controllable Copywriting Generation (EPCCG) system into the JD.com e-commerce product recommendation platform. The development of the system contains two main components: 1) copywriting aspect extraction; 2) weakly supervised aspect labeling; 3) text generation with a prefix-based language model; 4) copywriting quality control. We conduct experiments to validate the effectiveness of the proposed EPCCG. In addition, we introduce the deployed architecture which cooperates with the EPCCG into the real-time JD.com e-commerce recommendation platform and the significant payoff since deployment.