Artificial intelligence has transformed content production in online commerce at an unprecedented pace. Today it’s possible to generate product descriptions, tailor SEO titles, or prepare localized versions for different markets in seconds.
A data analysis by Ahrefs of 900,000 new pages published in April 2025 revealed that 74.2% included AI-generated content. Additionally, 87% of marketing professionals reported using AI to create or assist in content creation, and teams that adopt it publish 42% more material per month, according to another study by the same brand.
Thus, the debate no longer centers on whether companies use AI; it focuses on how they are using it. When there is no clear strategy behind the catalog, AI does not solve the underlying problem. It scales it.
A consultative briefing to prevent the problem
To address this pain point, OnCatalog was born, a platform for generating product listings for ecommerce with artificial intelligence. The solution is based on what its founder, the Catalan Oscar Nogueras, calls a “consultative briefing.” Before producing any content, the tool defines what problem each product solves, what the buyer’s objections are, what search intent it aims to capture, and what signals each channel—be it a marketplace, a standalone store, or a distributor—needs.
“The competitive edge no longer lies in producing more listings, but in knowing what each one should say to convert. AI can generate more content, but it also creates more noise. That’s why, right now, clarity is the true differentiator,” says Óscar Nogueras, CEO of OnCatalog.
The platform works with the client’s scattered information about product, brand, SEO, and markets, and transforms it into structured listings tailored to each channel. At the same time, the system is designed to understand the brand voice, identify information gaps, and maintain coherence without sacrificing commercial focus.
Why it matters in catalogs with lots of products
A company with 30 SKUs can review each listing manually. A company with 3,000 cannot rely on isolated criteria or artisanal processes. At that scale, errors multiply at the same rate as content. A product listing on a marketplace doesn’t compete solely on being well written. It must be understood by the channel’s algorithm, address the buyer’s specific questions, and differentiate the manufacturer from similar-priced and feature-rich products.
The platform is designed precisely for this scenario. The catalog stops being a database and becomes a decision architecture where each listing helps the user decide.
Selling in Europe, a matter of cultural adaptation
One of the most common mistakes in ecommerce internationalization is confusing translation with adaptation. A motorcycle accessories brand that wants to sell in Spain, France, Italy, and Germany does not need the same text in four languages. It needs four distinct pitches. The German buyer demands technical data, certifications, and efficiency specifications. The southern European buyer responds better to a more experiential language, focused on real-world use of the product and the trust the brand inspires. The same helmet, described with the same data, converts in radically different ways depending on the market.
OnCatalog incorporates this logic into the generation process thanks to the experience of the Ontanslation team, the parent brand of the platform focused on digital internationalization strategies and multilingual SEO. The tool does not replicate a listing in multiple languages; its mechanism is to tailor the sales argument to the cultural expectations of each market, preserving brand coherence but adjusting tone, the order of information, and the trust signals each buyer expects before adding a product to the cart.
