Using AI to create a standardised brand language: bonprix uses a in-house developed brand language converter

bonprix uses artificial intelligence for inspiring and brand-compliant customer communication. With the Brand Language Converter, the international fashion company is introducing an innovative generative AI tool based on GPT-4 that ensures the company's standardised and consistent brand language across all communication channels. The project was created in close collaboration with OSP (Otto Group Solution Provider) and subsequently implemented in ogGPT, the Otto Group's in-house AI assistant.

The Brand Language Converter is specially trained for the bonprix brand language, which was introduced in 2023 as part of the fashion company's comprehensive brand relaunch. The aim and function of the AI tool is to make this new brand language accessible company-wide and to ensure consistently high language quality across all teams and marketing channels - especially when communicating with customers. This makes the bonprix Brand Language Converter the first AI project of its kind within the Otto Group to train a Large Language Model (LLM) on its own brand language - a pioneering business case.

Benefits for employees and brand language

‘With the Brand Language Converter, we have created a pioneering solution to make our brand language intuitive and tangible throughout the company. The tool saves time, increases efficiency and enables us to maintain the clear bonprix DNA in all texts,’ explains Katharina Brakel, Brand Language & Copywriting Manager at bonprix and Creative Lead for the tool. She goes on to emphasise: ‘Our brand language should convey the joy of fashion, inspire and convey important values such as body positivity. The Brand Language Converter helps us to communicate these messages consistently across all channels.’

Following the successful completion of the beta phase in summer 2024, the Brand Language Converter is now fully operational and is already being used by hundreds of employees, particularly in the areas of online and print marketing. With up to 1,000 uses per month, the tool serves as a virtual sparring partner for checking and creating brand-compliant texts.

A look behind the scenes: How does bonprix work with the tool?

The Brand Language Converter can process two types of input: Firstly, the tool checks any text for brand conformity and translates its content into the bonprix brand language. An application example: If the very negatively connoted sentence ‘Too many kilos on your hips? With these jeans you'll cheat a slim line.’ is entered into the tool, you get a positive and bonprix brand-compliant translation with “Find your perfect jeans fit - from curvy to sporty, from tall to petite.”. As the tool is based on generative AI, users can create further translations with a new generation request and thus always work with the best possible output.

On the other hand, brand-compliant texts can be freely formulated directly, for example for social media posts or newsletters. These entries can currently be processed in German, with other languages in the pipeline.

bonprix employees use the tool via ogGPT - the Otto Group's own data protection-compliant AI assistant, which was introduced in September 2023. The Brand Language Converter is implemented there as CustomGPT and can be accessed easily and user-friendly via a browser application.

Prospects for the future

‘In an increasingly digitalised world, identity-based brand communication is essential to stand out in the flood of information. The Brand Language Converter is an important building block for placing our messages concisely and emotionally with our customers,’ explains Lars Gerber, Vice President Brand & Content Direction at bonprix. He also sees potential for other areas of application: ‘The Brand Language Converter shows how efficiently and effectively AI can assist in the development of language. We are gaining exciting experience with it and can imagine further developing the tool in the future with a view to other target groups such as talents on the labour market.’

bonprix has already been investing in artificial intelligence for several years and benefits from the high learning capacity of applications developed in-house. The Brand Language Converter once again illustrates the digital fashion brand's ambition to use new technologies and AI solutions in all areas of the organisation to create the best possible product, shopping experience and emotionalised approach to customers.