Anna Potapova



Generative AI creates new opportunities to create and manage content at scale. And scale is definitely required when crafting content experiences for one of the world's largest ecommerce companies.



Anna Potapova is incorporating gen-AI across the span of her work at AliExpress: content creation and management, localization, personalization, and other areas where her strategic-content mind guides her.



We talked about:



her recent promotion to a new leadership role at AliExpress

which types of content are most amenable to being generated by AI

the standards they use to guide the creation and ensure the quality of AI content

the crucial role of content designers and localization experts in the ongoing iterative improvement of AI content at a large scale

how AI enables the democratization of content creation

the large percentage of user-generated content on the AliExpress platform

how AI helps her team with personalization

how gen-AI content helps them scale their marketing personalization efforts

the importance of inviting yourself to machine learning and data science meetings to show the value you bring

the value of case studies when communicating with internal stakeholders to show the value you can bring

the importance of staying grounded in business objectives when developing relationships with your collaborators

how a strategic approach to your work can help your org use AI most productively

how the shift from hand-crafted content to AI content at scale manifests in content operations

her plans to explore how AI can help evaluate content quality and conduct content audits

the concept of hyper-localization, which addresses very specific regional and cultural differences

the importance of proactively engaging with product and tech colleagues to ensure that standards-backed content powers AI products going forward



Anna's bio

Anna Potapova is Staff Content Strategist at AliExpress (part of Alibaba Global Digital Commerce group). She changed team positioning from pure localization to Content Design, built a style guide and a system to maintain it, established standards for AI generated content in multiple languages and improved business metrics while reducing production costs. Anna has been featured on several podcasts (Content Strategy Insights, Writers of Silicon Valley, Localization Leaders), joined UX Evenings @ Google and helped to build a content community in China.

Connect with Anna online



LinkedIn



Video

Here’s the video version of our conversation:



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Podcast intro transcript

This is the Content and AI podcast, episode number 33. When you create, manage, personalize, and localize content at scale for a global ecommerce giant like Alibaba, you need all of the automation help that you can get. In her role as a content strategy and design leader at AliExpress, Anna Potapova is harnessing the power of generative AI tools and techniques to address customers' individual preferences, to help third-party vendors create better content, and to streamline their internal content design operation.

Interview transcript

Larry:

Hi, everyone. Welcome to episode number 33 of the Content and AI podcast. I'm really delighted today to welcome to the show, Anna Potapova. Anna is a staff content strategist at Alibaba, the big e-commerce merchant in China. She works specifically for AliExpress. Welcome to the show, Anna. Tell the folks a little bit more about what you're doing these days.



Anna:

Thanks, Larry. Happy to be here again. Should I mention that since the last appearance on your podcast, I was on Content Strategy Insights with Arnaud. Since my last appearance I was promoted,