How generative AI empowered marketing at lampenlicht

lampenlicht, a leading Dutch lighting retailer, was able to automate their content creation process with the help of Devoteam’s GenAI Content Generation solution. By implementing the GenAI Content Generation solution, lampenlicht was able to generate content more efficiently and at scale, and achieve consistent brand voice and style across all content platforms. The solution, built on Google Cloud Platform, provided a robust and scalable environment for hosting and managing various components.

About the customer

lampenlicht.nl is a leading Dutch lighting retailer with a mission to help customers create more atmospheric spaces. They have expanded internationally, operating in 29 countries with outlet stores across Europe. Lampenlicht.nl offers a wide range of indoor and outdoor lighting, with over 3,000 items in stock, and provides expert advice to customers.

The Challenges

lampenlicht’s marketing team faced challenges in creating diverse and engaging content for various platforms, including social media, email marketing, and blog posts. The manual content creation process was time-consuming and often resulted in inconsistent brand messaging. The team struggled to keep up with the increasing demand for high-quality content across multiple channels. They relied on a combination of manual writing and pre-existing content templates, leading to a lack of creativity and a limited reach.

The Solution

Devoteam helped lampenlicht enhance its marketing team’s content creation efficiency with a GenAI Content Generation solution. This involved developing an AI agent capable of generating generic articles as a basis for channel-specific content across various platforms. The solution utilised Retrieval Augmented Generation (RAG) systems, retrieving relevant information from a vector database (AlloyDB) to create content tailored to different audiences and preferences while maintaining brand consistency.

“Why” in the Story:

The solution was chosen to help lampenlicht’s marketing team create content more efficiently. It allowed them to automate the writing process, by automatically generating a generic article that answers a specific request. Then this article can be automatically converted to multiple types of posts, like email newsletters, social posts, content clusters and website blog posts. With this approach, the marketing team can streamline their workflow, saving time and effort, while maintaining high quality and brand alignment.

Specific Tools & Solutions:

In the context of this project, several specific tools and solutions were employed to facilitate the development and deployment of the GenAI Content Generation system:

• Google Cloud Platform (GCP): GCP served as the foundational infrastructure, providing a robust and scalable environment for hosting and managing various components, including AI models, vector databases, and pipelines. Its reliability and security features ensured seamless operation and data protection throughout the project.
• LangChain: LangChain was utilised as the framework for constructing applications that interact with language models. It streamlined the integration of the Gemini 1.5 Pro model and other tools, enabling the creation of a cohesive and efficient content generation workflow.
• Vertex AI Pipelines: This tool played a crucial role in automating and orchestrating the machine-learning workflows involved in the project. Two pipelines were implemented in this project, one for uploading the documents to AlloyDB, and the second for evaluation, ensuring reproducibility and efficiency of these tasks.
• Terraform: Terraform was used to define and provision the GCP resources required for the project. Its infrastructure-as-code approach simplified the deployment process, enhanced resource management, and enabled version control for better maintainability.

Early Indicators of Success:

• Rapid Deployment: A minimal viable product was created within one week of receiving the data, demonstrating the speed of the solution.
• Accuracy and Efficiency: Through a systematic evaluation process, we partnered with lampenlicht’s marketing team to assess the outputs generated by each iteration. This collaborative approach ensured continuous improvement based on valuable user feedback, resulting in a system performance that met and exceeded customer satisfaction.
• Exceeding User Expectations: In response to user feedback, we have integrated non-essential features, such as the chat function, to elevate the user experience and surpass their expectations.

The Methodology

Devoteam followed a data-driven approach to implementing the GenAI content generation solution. 

• Deployment & Continuous Improvement: The finalised solution was deployed on GCP, and CI/CD pipelines were implemented to automate updates and refinements. Ongoing monitoring and user feedback loops ensure the system remains effective and aligned with lampenlicht’s evolving needs.
• During the Discovery Phase: Devoteam worked closely with lampenlicht’s technical and marketing teams to gain a comprehensive understanding of their content creation requirements. This included identifying their target audiences, familiarising themselves with their brand guidelines, and exploring the various types of content and existing processes employed by lampenlicht. This collaborative approach ensured the prompt and accurate gathering of critical data, which laid the foundation for the implementation.
• Solution Design & Development: A tailored solution architecture was designed, leveraging GCP, LangChain, Vertex AI Pipelines, and Terraform. The GenAI Content Generation system was developed iteratively, incorporating feedback from the marketing team.
• Testing & Evaluation: The system underwent rigorous testing to ensure its performance, accuracy, and adherence to lampenlicht’s brand guidelines. The Evaluation Pipeline, utilising AutoSxS, was employed to compare different system versions and select the best-performing one.

The Result

By implementing this system, lampenlicht’s marketing team anticipates a substantial increase in productivity and efficiency. Automated content creation will free them to concentrate on strategic initiatives, resulting in more impactful and successful campaigns. The solution’s adaptability allows them to explore various content formats, strategies, target audiences, languages, and other parameters, enabling them to connect with a broader and more engaged audience.