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How a global CPG company used generative AI to increase purchase intent by 17%
People love their pets and want the best for their furry friends, which includes giving them the best nutrition possible. With this in mind, a global CPG company set out to improve the transparency and trustworthiness of their pet food recommendation system.
They turned to Nerdery, a long-time development partner for its pet food recommendation engine, to enhance the user experience. Together, they created a solution that leveraged generative AI to deliver clear, expert-backed explanations for each recommendation, ultimately boosting user confidence, engagement, and sales.
Building customer trust with AI-powered pet nutrition recommendations
The challenge: Communicating the “why” of product recommendations
Pets are part of the family, so customers tend to be particular about their nutrition. And, the company wanted to instill more confidence in their customers by helping them understand why each product is recommended.
They needed a solution that could communicate the expert logic behind each recommendation in a user-friendly way. The system already considered essential factors such as breed, weight, age, texture, and protein preferences, so they just needed to make this evident to the customers during the recommendation process.
The solution: From generic to personalized insights
To build trust in its recommendations, the descriptions would have to evolve from general statements to personalized insights. Nerdery introduced “Match Transparency,” the first Generative AI feature at this organization, combining AI-driven content with proprietary expert logic. In just three months, Nerdery developed a production-ready proof-of-concept (POC) that transformed the more general output into rich, user-specific content.
Before
In the example above, we see generic details like the pet’s name, the age group it belongs to, and a quick reference to weight and activity levels. But it could apply to many other pets, diminishing our confidence in the recommendation.
After
The new recommendation engine AI showcases the best of the expert veterinary and nutritionist-backed logic that focuses on your pet’s unique needs. Not only does it refer to specific details about your pet, but the advice is also better explained. For example, it lists nutrients essential for your pet’s health and how particular foods could improve nutrition.
Nerdery has been an invaluable partner in our digital product development journey. Their expertise, dedication, and collaborative approach have consistently delivered high-quality results. From strategy to execution, they are skilled at creating seamless user experiences and driving positive outcomes.
– Digital Product Lead, Global CPG Company
Key aspects of the solution included:
API development
The new API enhanced the product with the latest comprehensive linguistic capabilities of Anthropic’s Claude 3 Sonnet LLM.
Prompt engineering
By working with the company’s expert and legal teams, Nerdery was able to develop a highly refined prompt engineering approach, greatly improving AI recommendations.
User-centric output
Focusing on the specific details users provide about their pets, recommendation engine AI now produces more personalized descriptions of each recommended product.
The results: Transparency leads to boosted purchase intent
Nerdery has built a strong relationship with this global CPG company over the last decade, giving us unique insight into the application’s history and context. This experience made us the ideal partner for producing a quality proof of concept fast. How did this translate into business results?
The implementation of this feature significantly improved user trust and engagement. Within the first two months of launch, they saw a 17% increase in purchase intent. More users clicked “Buy Now” on the recommended products, proving the solution’s effectiveness in enhancing user confidence and driving business outcomes.
Nerdery’s expertise and collaborative approach helped his global CPG company enhance the experience, fostering transparency and trust with their customers.