1. Scale up: How to
create unique
content with
open-source tools
Jack Roberts
Omio
jackroberts1
@Twitter 🙊

2. 2 Source: Business Insider - Google and OpenAI will lose the AI arms race to open-source engineers, a Googler said in a leaked document

3. GOOGLE
“The uncomfortable truth is, we aren't
positioned to win this arms race and neither is
OpenAI…I'm talking, of course, about open
source. Plainly put, they are lapping us.”
Source: Business Insider - Google and OpenAI will lose the AI arms race to open-source engineers, a Googler said in a leaked document

4. Omio has all of your options in one place
4

5. Omio is live in
22 languages &
31 domains
5

6. Enable billions of people to travel
seamlessly, anywhere, any way

7. Do you remember
March 2020?
7

8. I do…
8

9. Omio certainly does…
9
-98%

10. However…
10

11. Lack of scale
11

12. High costs
12

13. Thin content
13

14. “We need to generate high-quality
content for the user at scale with a
positive ROI”
14

15. Where to start?
15

16. Shifted from a content-led to a
product-led SEO strategy aimed at
scaling landing pages.
16
01

17. KEVIN INDIG
“Inventory-driven sites have scalable and
indexable page templates, either from UGC
or product inventory, whereas
content-driven sites generate organic traffic
with content they create themselves.”
Source: Kevin Indig - Great product features are key to SEO traffic for large sites

18. 18
Human-driven 1.0
2.0
Data-driven

19. What we did?
19

20. Developed our data to content capability to
enable user intent & SEO focused content
generation.
20
02

21. 21

22. 22

24. 1. Price
2. Control
3. Scale
1. Speed
2. Low maintenance
3. User interface
24
OPEN-SOURCE
SAAS

25. Tool
25
● NLG library
● Pug.js
● Language
resources
● rosaenlg

26. ● Get data
● Create text
● Populate page
System
26

27. Inputs
● Compare
● Cluster
● Research
27

28. ● Keyword
optimised
● Unlimited
variations
● Any language
Content
28

29. 29

30. 30

31. 31

32. 32
3m
Pages
31 7
Locales Components

33. 1. Powerful localisation tool
2. Enables expansion into
verticals like ferries
33
Evolution

34. Fine, did it work?
34

35. 1. Attract users → Visibility
2. Grow revenue → Revenue, obvs..
3. Reduce costs → ROI
35
Measurement

36. Our visibility is up across all domains
36 *Sistrix data - March 2020 to July 2023

37. 37
+40%
Revenue
-50%
Cost

38. What’s next?
38

39. Content production differs by use case.

40. Using Chat-GPT as an efficiency driver in
content production & localisation
40
01

41. ✅ Pros
1. Control
2. Accuracy
3. Scale
41
❌ Cons
1. Creativity
2. Uniqueness
3. Variety
Data-to-text vs GPT Models

42. 42
Data-to-text vs GPT Models
✅ Pros
1. Creativity
2. Uniqueness
3. Variety
❌ Cons
1. Control
2. Accuracy
3. Scale

43. Focus on building unique data relevant to
your business as a differentiator
43
02

44. Using fine-tuned LLMs to get the best of
both worlds
44
03

45. Open source?
45