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Nov 29, 2024 6 min to read

From buttons to automation: How AI is changing Product Information Management (PIM)

By automating tedious processes like translations and content creation, businesses are able to scale effortlessly while maintaining accuracy and quality. In this guest article from trusted Akeneo partner Vaimo, discover the evolution of PIM from fragmented manual workflows to intelligent automation, complete with real-world success stories and practical tips for implementing AI in your organization.

Keywords

Akeneo Community
Artificial intelligence (AI)
PIM
Product Experience

Remember when automatic windscreen wipers seemed like an unnecessary luxury? Just two decades ago, drivers said they'd never need sensors to tell them when to use their wipers. Today, this once-optional feature is standard in most vehicles, and drivers can't imagine life without it. 

This same transformation is happening in Product Information Management (PIM), where Artificial Intelligence (AI) is turning tedious manual tasks, like generating and enriching product descriptions and translations, into seamless automated processes. And while some people may think this technology is a luxury, it is quickly becoming table stakes to remain competitive.

The state of PIM today

Despite technological advances, many organizations still struggle with manual product information management. They rely on scattered Excel sheets, endless email chains, and manual updates – a fragmented approach that worked in the past but can't keep pace with today's digital commerce demands.

Even businesses that have adopted basic PIM systems often face persistent challenges:

  • Managing product information across multiple languages and markets
  • Creating consistent, engaging product descriptions at scale
  • Maintaining accuracy while reducing time-to-market
  • Coordinating between technical, marketing, and sales teams

The translation journey

Let me share a recent client experience that illustrates this evolution perfectly. Initially, our client’s  salespeople were tasked with translating product descriptions, technical specifications, and marketing materials simply because they worked in foreign markets.

The company eventually progressed to a professional translation agency. However, this "solution" merely replaced old problems with new ones: endless Excel files shuttling back and forth via email, extended waiting periods, and mounting costs. It was like using a better umbrella instead of installing those automatic wipers – an improvement, but not quite the solution that was needed.

Their first PIM implementation brought some relief through automated data exchange with the translation agency. The process became more convenient, though the translation timeline and costs remained stubbornly high.

Enter AI

As a Business Consultant who loves digging into details, I discovered something intriguing: while the translation agency's delivery times had dramatically improved, their fees hadn't budged. The reason? They were already using AI for 90% of their translations!

Fortunately, the client used Akeneo PIM, which had just rolled out AI features in their default SaaS version. The decision was obvious: why pay a middleman for AI translations when we could access them directly?

We implemented rules for the AI to automatically translate content from English into 16 other languages upon entry. Consider the scale: 60 fields × 16 languages × 25,000 products = 24 million potential translations, all handled automatically. Like those automatic wipers, once configured, it works silently in the background, making everyone's life easier.

Beyond translation

While our client now enjoyed lightning-fast translations, their marketing team still grappled with creating original product descriptions. Technical specifications were straightforward – materials, colors, compatibility – but crafting compelling marketing narratives for 25,000 products remained challenging.

The result? Accessories and spare parts received minimal descriptions, and similar products shared identical copy-pasted content. The compelling narratives their brand deserved were missing.

Intelligent content creation

This is where Akeneo's second AI feature proved transformative: intelligent content generation. Think of it as a smart assistant that transforms technical specifications into both detailed summaries and engaging marketing narratives – same source data, different narrative approaches.

Importantly, this doesn't replace the marketing team. Instead, it provides them with intelligent first drafts. Rather than facing blank pages, they now enhance and personalize AI-generated content, adding that crucial human touch that defines their brand.

The results speak for themselves:

  • Every product now has its unique description
  • Copy-paste errors are eliminated
  • Brand tone remains consistent across the catalog
  • Marketing team focuses on strategic content
  • Overall content quality has improved

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Best practices for AI implementation

To maximize the benefits of AI in your PIM system:

1. Start with clean data

  • Audit existing product information
  • Standardize data formats and terminology
  • Define clear quality criteria

2. Establish clear workflows

  • Define roles for AI and human review
  • Create validation processes for automated content
  • Set up monitoring systems for accuracy

3. Train your team

  • Provide hands-on training with AI tools
  • Establish guidelines for AI-assisted content creation
  • Create feedback loops for continuous improvement

Looking ahead: The inevitable evolution of PIM

Just as today's drivers wouldn't consider manually adjusting their wipers in varying rain conditions, tomorrow's product managers won't imagine handling product information without AI assistance. The technology is rapidly evolving beyond basic translation and content generation to include automated image tagging and optimization, smart product categorization, and cross-market content adaptation.

We've seen this transformation firsthand with clients like Calex, who modernized their product content management across multiple markets using Akeneo’s AI-enhanced PIM solution. This success story demonstrates how proper implementation can reduce time-to-market while maintaining data quality across multiple languages. 

Consider how an AI-powered PIM system could transform your product information workflow as your business grows. The right solution can help you maintain quality while scaling content across markets, freeing your team to focus on strategic initiatives that drive your business forward.

About the author

Emmanuel is a Business Consultant at Vaimo UK, specializing in Product Information Management (PIM). With over 28 years of combined experience in digital commerce, he brings a unique perspective that blends marketing insights, technical expertise, and practical PIM solutions.

His journey spans 16 years in web development management, 7 years in marketing, and 5 years of dedicated PIM consultancy. Working across both B2B and B2C sectors throughout Northern Europe—including the UK, Nordic countries, and Baltic region—Emmanuel helps organizations transform their product information processes through strategic PIM implementation.

Are you ready to take the next step?

Our Akeneo Experts are here to answer all the questions you might have about our products and help you to move forward on your PX journey.

Emmanuel Desmarie, Business Consultant

Vaimo UK

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