AWS re:Invent 2025 - Rapidly accelerate product development and launches with AI (IND383)

Leveraging Generative AI to Accelerate Product Development and Launches

Transforming Content Creation in Retail

• Traditional content creation challenges in retail include quality issues, process bottlenecks, and escalating costs
• Brands and retailers face unprecedented content demands across channels and markets, especially with the need to launch new products faster

VF Corporation's AI-Powered Transformation

Automating Product Visualization

• VF Corporation, owner of brands like Vans, faced challenges with the high cost and slow turnaround of traditional product photography
• Leveraged generative AI, specifically a fine-tuned version of Stable Diffusion, to convert 2D sketches into realistic 3D product renderings
• The AI-powered process reduced the time to create a B2B catalog from 120 days to just 60 days
• Enabled greater design flexibility and faster time-to-market by allowing changes up until catalog finalization

Automating Product Copy Generation

• VF Corporation's manual product copy writing and localization process was expensive, slow, and inconsistent
• Implemented an AI-powered solution to generate on-brand, SEO-friendly, and channel-optimized product copy at scale
• The new process reduced PDP copy creation time by 50% and costs by 80%
• Enabled dynamic adaptation to changing copy guidelines and differentiation across markets

Key Takeaways

• VF Corporation was able to achieve significant improvements in cost, speed, and quality by embedding generative AI into their core business processes
• The transformation allowed them to reimagine their go-to-market approach, becoming more agile in responding to market changes
• Successful implementation required careful prompt engineering, integration with existing systems, and a shift in the role of human associates from execution to orchestration of AI-enabled processes

Fanatics Collectibles: Automating Trading Card Content Creation

Challenges in Trading Card Copy Writing

• Producing high-quality, compliant trading card copy is a time-intensive, manual process for Fanatics Collectibles
• Strict licensing agreements and constantly changing player rosters add complexity and pressure to the editorial team

Leveraging Generative AI and Structured Data

• Conducted a proof-of-concept experiment to test if LLM-generated card copy could meet collector expectations
• Implemented a two-part system:
  1. Structured database to provide accurate player stats and select the most relevant information
  2. Web search agent to supplement the database with additional qualitative research
• Developed a quality assurance agent to ensure compliance with complex licensing rules
• Incorporated techniques like progressive word tracking and including historical examples in prompts to maintain creativity and brand voice

Business Impact

• 40% fewer edits required from the QA team, reducing revision cycles
• Significant cost savings by automating the mechanical, repetitive aspects of copy writing
• Freed up editorial team to focus on high-value, creative work like premium content development

Key Takeaways

• Generative AI can be effectively combined with structured data and targeted prompting to automate complex, content-heavy business processes
• Careful system design, including quality assurance checks and techniques to maintain creativity, is crucial for successful implementation
• Transitioning from manual to AI-powered processes allows organizations to shift human roles from execution to higher-level orchestration and strategic decision-making