EnerSys — Optimizely AI Transformation

The challenge

EnerSys, a global leader in stored energy solutions, was struggling with content bottlenecks. Their marketing team was spending excessive time on repetitive tasks like drafting, editing, and optimising content for SEO. This left little room for strategic work, and the quality and consistency of their content suffered as a result.

Their existing Optimizely CMS was underutilised, and while the team was eager to explore AI, they lacked a structured approach to integrate it into their workflows. They needed a solution that would:

• Automate repetitive content tasks without sacrificing quality or brand voice.
• Improve SEO performance and organic traffic.
• Free up the marketing team to focus on strategy and creativity.
• Scale content production without increasing headcount.

The solution

I led the deployment of Optimizely Opal AI, a suite of AI-powered workflows designed to automate and enhance content creation within the Optimizely CMS. The solution focused on three key areas:

1. AI-Powered Content Generation: Integrated Opal AI to draft blog posts, product descriptions, and landing page copy based on structured inputs from the marketing team. This reduced the time spent on initial drafts by 50%.
2. Brand Tone and Consistency: Trained Opal AI on EnerSys’s brand guidelines and existing content to ensure all AI-generated copy adhered to their tone of voice. This eliminated the need for extensive manual editing.
3. SEO Optimisation: Embedded SEO best practices into the AI workflows, ensuring all content was optimised for target keywords, meta descriptions, and readability before publication. This improved organic search rankings and drove a 22% increase in organic traffic within six months.

The project also included comprehensive training for the marketing team, ensuring they were confident in using the new AI tools and workflows.

The results

The deployment of Optimizely Opal AI transformed EnerSys’s content operations, delivering measurable results:

• 30% reduction in content production time: The marketing team now spends less time on repetitive tasks and more time on strategy and creativity.
• 22% increase in organic traffic: SEO-optimised content drove a significant boost in organic search performance.
• Consistent brand voice: AI-generated content now adheres to EnerSys’s brand guidelines, reducing the need for manual editing.
• Scalable content production: The team can now produce more content without increasing headcount, supporting their growth objectives.