ILVA: From manual product content to AI-driven scale
14.04.2026
ILVA is a well-known Danish furniture retailer offering a wide assortment of home and interior products, both online and in stores. With a large and frequently changing product range, managing product information efficiently is a key part of their e-commerce setup.
For ILVA, managing product data is a constant balancing act. Around 6,000 active products, roughly 80,000 variants, and a large number of bundles all need accurate and consistent content across their e-commerce channels. When Lasse Hansen, Product Data Specialist, E-Commerce, joined, that process was still largely manual.
“I was manually writing each and every text for each product variant. I was always hopelessly behind.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
At the time, product texts were created in the ERP and transferred to the webshop. Even after moving content into Perfion, the work was still heavy. Lasse experimented with AI outside of the PIM, exporting data into spreadsheets and feeding it into external tools.
“It sped things up, but it was still not efficient enough to produce content at the scale we needed.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
With new product lines introduced every season, keeping up with demand simply was not realistic.
Bringing AI into the actual workflow
Together with one of our implementation partners, NORRIQ, ILVA built a setup using Perfion Actions and its dedicated AI support, where AI became part of how product data is handled, not something happening outside of it. Instead of exporting and reworking data, everything now happens directly in Perfion. Product data is passed into AI based on category-specific prompts, and even product images are included to improve the output.
“Now we can produce product text for each variant based on the data we have and even include an image. The result is much better and much faster.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
That change removed a lot of manual steps and made the process far more reliable.
“I can rely on the process. I don’t have to manually pick anything or move data between systems.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
Faster production, better content
The difference in output is significant. Compared to when everything was written manually, ILVA estimates they are now producing content around 20 times faster.
“Compared to when I started, we are probably around 20 times faster. And at the same time, the quality is higher.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
They have already generated more than 3,000 variant texts directly through the AI setup in Perfion, and in practice produced close to 12,000 texts when reused across similar variants.
Just as important as speed is the level of detail. When content was created manually, Lasse had to limit how much data could realistically be included. Now, more of the available product data can be used.
“When we did it manually, we had to be very selective about which data we included. Now we can include much more detail.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
From manual effort to structured automation
The setup is not limited to individual products. ILVA also uses it to generate content for bundles, where multiple products are combined into one description based on their underlying data.
They have also applied the same approach to translations. Previously, this involved manually copying and pasting content into external tools, often dealing with inconsistencies and errors.
“We had to copy-paste each text manually before. It was very time-consuming. Now it happens automatically, and it is much faster.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
With Danish content approved first, translations are generated and then reviewed, allowing the team to focus more on quality than on repetitive work.
Better coverage and improved visibility
While ILVA does not isolate AI as a direct driver of sales, the impact on content coverage is clear. Where thousands of products previously had little or no description, they now have significantly broader and more consistent coverage.
“We used to have thousands of products without any text. Now we have a lot more with text, which improves how easy it is to find our products online.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
A setup they can build on
For ILVA, the main value is not just speed. It is having a process that works at scale and can continue to improve.
“Now we can focus on improving the quality instead of just trying to keep up.” Lasse Hansen, Product Data Specialist, E-Commerce, ILVA
As Rune Boa Nielsen, Senior Consultant PIM at NORRIQ, points out, the setup itself is not complex to maintain, and the return comes quickly once it is in place.
“Because of Perfion Actions and the API, it is relatively easy to implement, and the time saved quickly outweighs the effort. Once it is in place, it is also easy for ILVA to maintain.”
What started as a way to handle increasing product complexity has become a more scalable way of working with product data. Instead of constantly catching up, ILVA now has the foundation to continuously improve both speed and quality moving forward.
Download ILVA's success story here.