Everyone loves to hate AI content. It converts 41.7% better.
We split tested more than 35,000 orders in one shop. Products with AI copy, AI images and AI video were measured against products with AI copy and the supplier's own photos. Everything else was the same.
Both figures are attitudes people report in surveys, after being told that the content was made with AI.
62% say they lose interest once they are told the content is AI
46% say they would consider switching brand if told the copy is AI written
Here is what they actually do
Here nobody was asked anything. This is measured behaviour in a real shop: same period, same products, only the content on the product card differed.
- AI enhanced products5,1%AI copyAI imageAI video
- Normal products3,6%AI copySupplier photo
How the material was made
The starting point is one flat product photo. Everything else is built from it: the garment on a model and a short clip.
Three things that surprised us
fewer clicks on products with AI video as the first element
Fewer people clicked through. That sounds like a loss, until you see what they did next.
higher conversion rate when the video sits as the first media
The fewer visitors bought far more often. Our reading is that the video settles the question in the grid, so the ones who click are the ones who mean it.
more people bought after seeing video in the product grid
The video does not have to live on the product page to work. It moves something while the customer is still scrolling.
And then there were the returns
Returns are the most expensive end of a shop. Here is the return rate by what sat on the product card.
- Packshot only15,0%
- 1st AI model generation13,4%
- 2nd AI model generation12,7%
- Supplier photo11,0%
- Latest AI model9,3%
It is not AI as such that lowers returns. The first model generations sat above the supplier's own photos. What makes the difference is the amount and the quality of the content, and the latest model is the first to beat the supplier photo clearly.
A split test in one shop across roughly 35,000 orders. The numbers hold for that shop, that assortment and that period.
Photo and video is what delivers these numbersPackshots, shots on model, location images and short clips, built from the material you already have.See the skillWant to see what it could look like for you?
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