DFI Retail Group

DFI Retail Group is a leading pan-Asian retailer that touches almost every aspect of people’s lives. The group operates in 13 countries and territories, with some 11,000 outlets and employ some 213,000 team members.

The Requirements

DFI has a robust online presence and CRM program, frequently sending promotions and updates to customers and posting on social media channels. A freelance copywriter was employed to create this content, but briefing the writer efficiently often proved challenging, and the cost of producing large volumes of content was straining the budget.

Our Solution

MYL’s AI⁺ copywriting solution, supported by a professional human writer, proved to be the perfect fit for DFI. Our platform’s simple and intuitive interface allowed end users to generate a first draft of content instantly by inputting just a few key details. This initial draft and brief were then automatically shared with MYL’s writer via our AI⁺ platform, enabling seamless collaboration between DFI and the writer on the final draft. By leveraging generative AI for the initial drafts, the cost of producing large volumes of content was significantly reduced without compromising quality.