How we approach AI in commerce: accuracy, customer value and human judgement

New tools are changing how product content is created and translated. Buntu explains where it uses them and where people remain responsible.

Generative tools are changing how e-commerce companies produce product descriptions, translations and imagery. They can help teams work faster and adapt content for different audiences, but they also introduce new risks to accuracy. In this Q&A, a Buntu spokesperson explains how the company approaches these tools.

How does Buntu use AI in its content today?

"We use AI tools as a starting point in a few specific areas, mainly for drafting product descriptions and preparing first versions of translations into Kinyarwanda, English and French. In each case, the result is reviewed against the product itself before anything is published. The tool helps us work more efficiently, and the final responsibility stays with the people who know the product."

Why is accuracy such a concern?

"A product page is effectively a commitment to the customer about what they will receive. If a tool produces a description that reads well but includes an incorrect measurement or material, the customer is the one who pays for that mistake, and it usually ends in a return. Our standard is that every factual detail on a page has been checked by someone who has handled the product."

What about translation?

"Automatic translation has improved considerably, and it is useful for getting a first draft in place quickly. It still struggles with tone, sizing conventions and some product terminology, particularly in Kinyarwanda. Every translated page is reviewed by a fluent speaker before it goes live, so that the three versions of a page describe the same product in the same way."

Are there decisions Buntu will not hand over to software?

"Decisions about what we stock, how we price it and how we respond when a customer has had a bad experience remain with people at Buntu. These are judgements that carry real consequences for customers and suppliers, and we think they should have a clear owner."

Buntu will continue to evaluate new tools as they develop, and to adopt them where they improve the experience for customers.

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