Zitec has completely rebuilt the Arctic website using machine learning for video content

Zitec, the leader in the Romanian IT & digital marketing market, has developed the new Arctic website, using content generated by artificial intelligence (AI). The project is reshaping the online presence of the Arctic brand, and through new integrated technologies, it is adapting to the current requirements of home appliance customers.

Arctic is currently the largest manufacturer of household appliances in Romania. The company has recently gone through a rebranding process and wanted to meet customers with a website that presents the company’s product portfolio in a way tailored to the requirements of a young audience.

In order to increase the attractiveness of the site, but also to provide visitors with technical information about the products in a simple way, the Zitec team opted for the use of video content automatically generated by machine learning technology. The decision was based on recent studies that showed an 84% increase in favour of the purchase decision of customers who watched a video presentation of a product of interest, compared to those who did not.

An analysis of the traffic on the previous version of the Arctic website showed that approximately 95% of visitors use a mobile device, which dictated a mobile first approach in creating the new design. Zitec’s User Experience & User Interface (UX / UI) team created a unique digital visual language of the site, using details from the Arctic logo to build graphical interface elements that convey the brand message.

“Digital innovation has grown in the last decade, and adaptability to new technologies is vital to success in a competitive environment. Through the new Arctic website, developed together with the Zitec team, we aim to offer consumers an efficient and intuitive experience through which they will be able to discover our products in detail. Since video presentation plays an important role in the purchase decision, we want to shape innovative ways to familiarize the public with the desired product. The mix of artificial intelligence (AI) and machine learning technology has contributed to the creation of video content dedicated to the digital interaction between the consumer and the brand. Arctic will constantly adapt to everything that technology promises, in order to consolidate its position as the most beloved and strong local brand,” said Gabriel Eremia, Arctic Marketing & Product Management Director.

“Mobile video marketing is increasingly important for generating an experience that makes a difference. Consumers prefer to be informed in this way, as it is easier to understand what the products they are interested in offer them. The new Arctic website is part of the brand’s first digital & mobile strategy and helps us connect faster and more efficiently with as many consumers as possible,” said Catalin Cincu, Arctic Digital Marketing Specialist.

“The project implemented together with the Arctic team was extremely interesting for Zitec in several respects. The most beloved Romanian brand has chosen to use several capabilities of Zitec, including UI / UX, software development and digital marketing. We also enjoyed the openness to innovation that we encountered and the trust that Arctic gave us in using a very new technology online, the generation of fully automatic video content based on a synthetic human model,” underlined Alexandru Lapusan, CEO & Co-Founder of Zitec.