Utopia AI Moderator keeps 12,5 million shoppers shopping.
When the 35 experts of Tamedia brand tutti.ch – Switzerland’s largest online marketplace – serve 12,5 million monthly visitors, there’s some work to do. Moderating sales ads in such volumes with mere human resources is virtually impossible – especially if done in three languages. This is the story of overcoming human limitations.
1. About the client
Tutti.ch is the leading classifieds marketplace in Switzerland. More than a quarter of Swiss population – 2 million monthly unique visitors – buy and sell items on tutti.ch every month. The site operates in German, French and Italian languages and is owned by Tamedia, the largest privately-owned media group in Switzerland.
2. Challenge & Goals
Tutti.ch runs thousands of new classifieds each day. With three languages in use, moderation is monotonous, tiring and labour-intensive. The amount of manual labour causes inevitable discrepancies in content quality and moderation need. Tutti.ch aims to improve its moderation delay, quality and consistency, and keep the labour costs under control.
To solve its challenges in moderation speed, quality and consistency, and to improve its labour efficiency, tutti.ch decides to complement its human moderation with Utopia AI Moderator. The service is implemented at the moment into the site’s German and Italian language versions.
As the first step, Utopia works with an extract from tutti.ch moderation history database. This is easily prepared based on Utopia’s detailed instructions. Over the next two weeks, Utopia uses the data extract to develop a fully operational Utopia AI Moderator, while tutti.ch makes the integration in the testing environment set up by Utopia. The integration is quick and effortless, partly due to instructions and active support by Utopia. Tutti.ch has Utopia AI Moderator up and running within less than three weeks after delivery of the train data set.
Utopia AI Moderator rolls out live with German and Italian languages in autumn 2017. Initially, the service is tested alongside human moderation, and AI moderation results are compared side by side with human moderation decisions. Simultaneously, some improvements are made in cooperation with Utopia to improve accuracy and usability.
During its cooperation with Utopia, tutti.ch is able to gain good understanding of how the service works and experience its reliability in a live environment. As a result, human moderation is downsized in phases – helping the human moderators to focus on trickiest cases and manage moderation in general. While the automatic updates ensure that the service is up to date and continuously improving over time, tutti.ch manages to make significant savings in human moderation costs.
Tutti.ch is Switzerland’s largest online peer-to-peer commerce site. Owned by Tamedia, the leading privately owned media group in Switzerland, the company offers digital platforms, daily and weekly newspapers and magazines. Tamedia was founded in 1893 and employs approximately 3,400 people in Switzerland, Austria, Denmark, France, Germany, Israel, Luxembourgh and Serbia. The company is listed in the Swiss stock exchange since 2000.
“Handling this amount of items in three languages and over 80+ categories with mere human labor would be next to impossible. Utopia’s AI has proven to be indispensable and a reliable tool to support our human moderators. While the AI handles a bulk of our listing moderation, we can now concentrate on the special cases and improving the quality of moderation and content on tutti.ch. We are very happy with our decision to partner up with Utopia and enjoy the professional attitude, pleasant collaboration and the excellent quality of moderation decisions.”
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