American Bath Group Significantly Reduces Content Mapping Time With Angie, Salsify's AI-Powered PXM Assistant
How the leading bathware company uses Salsify's AI capabilities to transform its content mapping process.
About American Bath Group
American Bath Group (ABG) provides a comprehensive offering of bathware products, including showers, tub showers, bathtubs, shower bases, shower doors, wall panels, jetted whirlpools, jetted spas, vanities, kitchen sinks, and utility sinks, through a broad portfolio of recognized brands.
ABG sells products through commercial, wholesale, ecommerce, and retail channels to a diverse base of builders, plumbers, general contractors, and individual end users.
American Bath Group (ABG) uses Salsify to manage content across over 300 syndication channels, including The Home Depot, Amazon, Lowe's, and Wayfair.
Molly Waxman, ABG’s product information management channel manager, is responsible for maintaining the company’s product data and keeping up with retailers’ ever-changing requirements. She ensures ABG’s content is accurately mapped and flows smoothly to these destinations.
She found the process of adapting content for each retailer’s unique data schema to be very manual; the time spent learning the nuances of content mapping and formulas was a bottleneck to scale and, ultimately, to business growth.
“The process was very time-consuming,” Waxman says. “I don’t come from this industry, and it required a lot of time for me to figure out how the formulas worked. It was difficult to maintain, let alone optimize, how our content was showing up at our various retailer endpoints.”
“We’re setting up a new connection to Shopify, and it would have taken me weeks to figure out the formulas to meet their requirements. Angie did it in five minutes.”
— Molly Waxman, PIM Channel Manager, American Bath Group
Once Salsify launched Angie, its AI-powered PXM assistant, Waxman jumped at the chance to use AI for content mapping.
“Angie completely simplified the formula process, and that instantly unlocked everything,” Waxman says, noting she can "talk to Angie as if she’s sitting right next to me" to request new formulas, update existing ones, or explain formulas to her.
Waxman also says that Angie is uniquely effective because it’s integrated into Salsify’s platform and "understands our data" in a way external AI tools don’t.
“I’ve used Angie to update content in existing channels and to set up net-new channels,” Waxman says. “For both use cases, she is extremely effective.”
In fact, the team has moved so quickly that Waxman is among the leading Angie users in Salsify’s customer base, with over 1,000 conversations and counting.
“Angie is really like a co-worker!” Waxman says.
Angie immediately streamlined ABG's data mapping process, leading to significant time savings and greater efficiency.
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Massive time savings: Angie has helped the ABG team save weeks of manual work. “We’re setting up a new connection to Shopify,” Waxman explains, “and it would have taken me weeks to figure out the formulas to meet their requirements. Angie did it in five minutes.”
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Increased efficiency and selling time: The team can now map channels faster and "push products to our endpoints faster," Waxman says. “The entire process is more efficient, and we’re getting products live faster, which increases our selling time.”
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Knowledge consolidation: Before Angie, Waxman had a spreadsheet of commonly used formulas she would rely on to transform ABG’s content. “Now, I rarely reference that spreadsheet,” Waxman says. “If I have a question about a formula and how it works, I can just ask Angie to explain it to me using natural language.”
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Streamlined support: Waxman also finds Angie particularly helpful because she fully understands the Salsify platform. “She really understands PXM and our data,” Waxman says. “The fact that she is unified with the rest of Salsify means that I can really use her as a frontline support resource. For example, I can ask her, ‘Are you able to create a formula to change the size of an image?’ and she can let me know if she can, or if she can’t, [or] how I can do it myself.”
With Angie eliminating so much manual work, Waxman can focus on setting up new channels to scale ABG’s business, handling feedback errors to ensure content is accurate before it reaches shoppers, and ensuring products are onboarded quickly so ABG doesn’t lose selling time.
Waxman describes Angie as "full of personality” and says that she has made her much more efficient.
“I was living in spreadsheets and emailing back and forth with retailers,” Waxman says. “Now, every time a new manual task comes up, I ask myself if Angie can do it for me first, so I can spend my time on higher-value initiatives. Angie is an amazing innovation, and I would absolutely encourage other Salsify customers to use her.”
“We’re setting up a new connection to Shopify, and it would have taken me weeks to figure out the formulas to meet their requirements. Angie did it in five minutes.”
— Molly Waxman, PIM Channel Manager, American Bath Group
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