How Atkore Reduced More Than 2,400 Hours of Manual Work With Salsify Intelligence Suite
How the leading manufacturer of electrical, safety, and infrastructure solutions streamlined and scaled product content and efficiency with Salsify.
About Atkore
Atkore is a leading manufacturer of electrical products for commercial, industrial, data center, telecommunications, and solar applications. With 5,600 employees and $3.5B in sales in fiscal year 2023, Atkore delivers sustainable solutions to meet the growing demands of electrification and digital transformation.
Atkore, a leading manufacturer of electrical products, had already established Salsify as its centralized platform for managing product information, digital assets, and website content.
Standardized processes were in place for managing literature, metadata, and publishing product content to Atkore.com. But as the company's digital ambitions grew, so did the complexity of maintaining high-quality content at scale.
Creating website-ready metadata — including SEO titles, meta descriptions, image alt text, and search keywords — still required significant manual effort across thousands of products and multiple locales.
Content updates moved slowly, localization created bottlenecks, and maintaining consistency across regions demanded valuable time from product and marketing teams already balancing competing priorities.
“We implemented Salsify and saw near-immediate value to our processes,” says Seth Gilbert, senior digital marketing manager at Atkore. “But as the company grew, we knew we needed a continuous improvement strategy to expand the value of the platform to make our product content operations faster, more scalable, and more consistent.”
The challenge, Atkore’s team understood, was finding new ways to unlock additional value from an already mature PXM environment in Salsify without adding complexity or increasing headcount.
"We implemented Salsify and saw near-immediate value to our processes. But as the company grew, we knew we needed a continuous improvement strategy to expand the value of the platform to make our product content operations faster, more scalable, and more consistent."
— Seth Gilbert, Senior Digital Marketing Manager, Atkore
The Atkore team began by strengthening their operational foundation inside Salsify: refining governance, standardizing workflows, improving validations and readiness reporting, and expanding automation through formulas and workflow logic.
These incremental improvements reduced the team’s baseline manual effort required for product data management, while creating a more consistent and repeatable process.
With that foundation in place, Atkore expanded its use of Salsify’s AI-powered Intelligence Suite to automate some of the most time-consuming aspects of content creation while keeping subject matter experts in control through human-in-the-loop review and approval steps.
Using AI-assisted workflows within Salsify, the team automated the generation and localization of:
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Meta titles;
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Meta descriptions;
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Image alt text;
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Search keywords; and
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Translated metadata across six locales.
Instead of manually writing every piece of metadata, marketers shifted their focus toward reviewing AI-generated content, refining prompts, and ensuring quality and consistency across global markets.
As Salsify became an increasingly sophisticated product content hub, Atkore was able to extend trusted product data into additional downstream experiences — including automated specification sheets and other customer-facing assets through integrated partner solutions — without recreating manual processes.
“These results were meaningful and supported Atkore's broader goals around digital efficiency, improving organic search visibility, and scalable content operations,” Gilbert says. “We were able to improve the quality and volume of website-facing product content while reducing manual effort.”
This project also demonstrated that an existing Salsify environment can continue to create new business value through continuous improvement, not just through initial implementation.
“These results were meaningful and supported Atkore's broader goals around digital efficiency, improving organic search visibility, and scalable content operations. We were able to improve the quality and volume of website-facing product content while reducing manual effort.”
— Seth Gilbert, Senior Digital Marketing Manager, Atkore
By treating product experience management (PXM) as an ongoing capability rather than a completed implementation, Atkore transformed manual content operations into a scalable product content engine.
AI-Assisted Content Creation at Scale
Using Salsify Intelligence Suite, the team generated approximately:
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60,000 meta titles;
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60,000 meta descriptions;
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6,500 localized image alt text values; and
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More than 4,000 keyword sets across six locales.
Work that once depended on extensive manual writing became a repeatable, workflow-driven process.
More Than 2,400 Hours of Manual Effort Were Eliminated
Based on internal estimates, AI-assisted content generation and localization replaced roughly 140,000 minutes of manual work — the equivalent of more than 2,400 hours or approximately 60 full-time workweeks.
Rather than spending time drafting repetitive metadata, teams could focus on content quality, optimization, and higher-value strategic initiatives.
A Stronger Foundation for Future Growth
Beyond immediate efficiency gains, Atkore established a repeatable framework for expanding AI-assisted content creation across additional use cases.
As new workflows are introduced, the company can build on existing governance, automation, and product data rather than starting from scratch.
Building a Repeatable, Scalable Framework
The initiative reinforced Atkore's broader digital strategy around scalable content operations, localization, and search optimization.
By combining trusted product data, workflow automation, and AI-assisted content creation, the team established a repeatable framework for expanding website content while maintaining governance and quality standards across global markets.
The project demonstrated how continuous improvement within an established Salsify environment can support digital efficiency, search visibility, and long-term scalability for Atkore.com.
“Our content operations have been substantially improved,” says Gilbert.” Not only has AI accelerated our processes so that our team can now spend time on higher-value work, but the operational impact has been significant. We have more and better product information available to our customers and partners, supporting our broader digital experience and content objectives.”
Today, Atkore continues to treat product content as a strategic capability rather than a static business process.
By continuously expanding what its Salsify environment can do — from governance and automation to AI-assisted content creation and downstream integrations — the company has built a scalable operating model that can evolve alongside its products, customers, and digital business.
“Our content operations have been substantially improved. Not only has AI accelerated our processes so that our team can now spend time on higher-value work, but the operational impact has been significant; we have more and better product information available to our customers and partners, supporting our broader digital experience and content objectives.”
— Seth Gilbert, Senior Digital Marketing Manager, Atkore
"We implemented Salsify and saw near-immediate value to our processes. But as the company grew, we knew we needed a continuous improvement strategy to expand the value of the platform to make our product content operations faster, more scalable, and more consistent."
— Seth Gilbert, Senior Digital Marketing Manager, Atkore
“These results were meaningful and supported Atkore's broader goals around digital efficiency, improving organic search visibility, and scalable content operations. We were able to improve the quality and volume of website-facing product content while reducing manual effort.”
— Seth Gilbert, Senior Digital Marketing Manager, Atkore
“Our content operations have been substantially improved. Not only has AI accelerated our processes so that our team can now spend time on higher-value work, but the operational impact has been significant; we have more and better product information available to our customers and partners, supporting our broader digital experience and content objectives.”
— Seth Gilbert, Senior Digital Marketing Manager, Atkore
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