How Artificial Intelligence
Optimizes Your Product Content Management

Artificial Intelligence (AI) has been a hot topic for years, and the pace of innovation in this field makes it increasingly difficult to keep up. Many terms are often used interchangeably or incorrectly. That’s why we’ll first cover the basics and outline where AI is currently being applied.

Anyone exploring the topic of AI will quickly encounter terms such as Deep Learning, Large Language Models (LLMs), and Generative AI. Below, we break down these approaches with clear explanations and examples.

Deep Learning is a subset of machine learning that uses artificial neural networks with many layers to identify complex patterns in large datasets. Inspired by the human brain, these networks learn by processing vast amounts of data.

Deep Learning forms the technical foundation of most modern AI systems, including LLMs and Generative AI.

LLMs are advanced deep-learning models specialized in text. They “learn” from massive amounts of data — often billions of words — how language works. Trained to predict the next word based on probability, they generate fluent, meaningful text.

An LLM is a specific form of deep-learning model focused on natural language processing.

An LLM is a specific form of deep-learning model focused on natural language processing.

Generative AI includes models such as LLMs for text generation and diffusion models for image creation. While the methods differ, they all share the goal of producing new content.

Beyond using standalone tools like ChatGPT or Midjourney, AI technologies are increasingly being embedded directly into enterprise software. This allows users to benefit from AI capabilities within the systems they already use.

When it comes to product data management, companies using a PIM system have a clear competitive advantage.

Businesses selling products online must ensure their product data is:

This has always been important, but in the era of AI it is absolutely critical. Online search is evolving: traditional keyword-based searches within shops and marketplaces are losing ground, while AI-driven searches that surface results directly, without linking back to the store, are becoming more relevant.

The rule is clear: only companies providing machine-readable, accurate, and high-quality product data will be included in AI-driven results. Without a solid data foundation, products will simply not appear.

Even aside from AI, complete, accurate, and up-to-date product data remains essential for driving purchasing decisions.

PIM systems go beyond basic data management — especially when enhanced with integrated AI.

For example, text can be created directly in a PIM system, without first drafting content in a separate tool and then manually importing it. Similarly, images can be generated and assigned to products directly within the DAM.

Below, we outline how AI is integrated into mediacockpit PIM & DAM by Bertsch Innovation, with examples of how marketers, product managers, and sales teams benefit from combining PIM and AI in their daily work.

The most common application of AI today is text generation. Integrated into mediacockpit, AI text generation enables users to save substantial amounts of time.

According to a Deloitte study, German companies expect Generative AI to primarily deliver productivity gains (53%) and cost reductions (35%).

Whether product descriptions, marketing copy, SEO metadata, or alt text — AI generates content, suggests translations, and inserts them in the right place within PIM or DAM. The result is clear: faster processes and higher efficiency.

Your benefits at a glance:

• Content creation in minutes, saving time across thousands of product variants
• Brand consistency ensured through predefined tone and style guidelines
• Editable outputs that can be refined directly in the tool
• Integrated multilingual translation, drastically reducing translation time

Alongside text, AI is also transforming image generation. Within mediasuite, the DAM integrated in mediacockpit, users can generate product or campaign images directly via text prompts — without third-party tools. Prompts can be stored, and parameters easily adjusted.

Your benefits at a glance:

• On-demand creativity: mockups, variants, and hero shots in minutes, not days
• Seamless asset management: generated images are instantly stored in the DAM
• Faster time-to-market through rapid image creation
• Greater flexibility for producing campaign assets as needed

But integrated AI doesn’t just help with creating new texts and images. It also holds enormous potential for the time-consuming and often tedious task of assigning attributes to products.

During data import, AI automatically recognizes column headers in Excel or CSV files and assigns them to the appropriate attributes in mediacockpit. It also accounts for data types, synonyms, and translations.

Your benefits at a glance:

• Zero-click mapping: import profiles are pre-filled and ready for review
• Fewer errors through intelligent attribute matching
• Faster go-lives: supplier data is imported cleanly within minutes
• Minimal manual effort in data import

The opportunities AI provides today — and will continue to provide in the future — create massive potential for efficiency gains. However, simply using as many tools as possible can be counterproductive. Companies should define a clear strategy and objectives for their use of AI to avoid fragmentation.

AI capabilities embedded in software solutions that businesses already rely on offer the greatest benefits and reliability.

Product Content Management (PCM) is a broad field. Companies still working across multiple systems such as ERP and Excel know how time-consuming and error-prone this can be.

With a solution like mediacockpit — designed specifically for PCM — companies gain significant advantages. Continuous updates, enhancements, and integration of AI-driven features further multiply these benefits.

By consistently integrating AI features into mediacockpit, routine tasks are minimized. At the same time, data quality improves, and content is distributed faster and more precisely across all relevant sales channels.

In short: with mediacockpit and its integrated AI functions, you gain time to focus on the areas that truly drive your business forward.

Curious? Test the AI features live in a personalized demo and experience firsthand how mediacockpit simplifies your product data processes.