How Kids2 Increased Content Accuracy to 96% With Salsify’s AI-Powered Intelligence Suite
How the global toy and baby gear brand eliminated manual work and improved content quality with AI.
About Kids2
Kids2 is a global leader in baby and toddler products, with beloved brands including Baby Einstein, Bright Starts, and Ingenuity.
Driven by a mission to help families create tiny wins every day, Kids2 delivers joyful, developmentally focused products to families in more than 90 countries worldwide.
As a long-time Salsify customer, Kids2 had built a strong foundation for product experience management. But as product content workflows scaled across teams, maintaining consistency between technical product data and marketing copy became increasingly difficult.
Structured product information (dimensions, battery requirements, etc.) was managed by the manufacturing teams, while marketing descriptions and creative copy were developed separately by ecommerce and content teams.
According to Dawn Powell, Manager of Ecommerce at Kids2, the two groups were operating in “parallel universes.”
“When technical specifications changed after tooling updates, the written product descriptions weren’t always updated to match,” says Powell. “That meant retailers were receiving inaccurate information, and consumers were sometimes disappointed when products didn’t meet their expectations.”
These inconsistencies created downstream challenges across the business, including reduced retailer confidence in product data, increased customer returns and negative reviews, and significant time spent manually auditing product content before syndication.
“We really trust this process in Salsify to ensure our information is accurate. Even when someone makes a manual mistake, Intelligence Suite catches it for us. We’re proactively preventing so many errors in an automated way. This new process has restored trust in our data internally, with our retailer partners, and most importantly, with our shoppers.”
— Dawn Powell, Manager of Ecommerce, Kids2
To improve content accuracy and eliminate their manual verification processes, Kids2 turned to Salsify’s Intelligence Suite, identifying the “Find and Replace” intelligent task type as a key opportunity to automate content validation between structured product data and marketing copy.
Kids2 built two primary workflows:
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Technical updates: When product dimensions or specifications are updated within a product record, an automated workflow triggers Intelligence Suite to compare the structured data against the product description and update the content if inconsistencies are detected.
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Marketing updates: If marketing copy is modified, a second workflow automatically validates the updated language against the approved technical specifications to ensure alignment.
Recommended updates are reviewed and approved by the Kids2 team before publication, enabling automation while maintaining governance and quality control.
To accelerate implementation, Kids2 also partnered with Salsify Professional Services to develop advanced prompting strategies and build scalable, non-iterative workflows within Salsify.
“Data reviews that required hours of manual work now take minutes,” says Powell. “Intelligence Suite has totally changed the way we operate and made it easy for us to infuse AI into our workflows.”
Within just a few months of implementing Salsify Intelligence Suite, Kids2 achieved measurable operational improvements:
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Increased product content accuracy from 73% to 96%
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Reduced manual auditing work by 80%
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Reclaimed approximately 80 hours per month
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Shifted team focus from manual verification to strategic content initiatives
“We really trust this process in Salsify to ensure our information is accurate,” says Powell. “Even when someone makes a manual mistake, Intelligence Suite catches it for us. We’re proactively preventing so many errors in an automated way. This new process has restored trust in our data internally, with our retailer partners, and most importantly, with our shoppers.”
In May 2026, Kids2 was awarded Salsify’s Digital Shelf Transformer award for their success with Intelligence Suite. The Kids2 team plans to continue expanding its use of Salsify AI, automating additional workflows to extract specifications from product imagery and generate marketing content directly from their creative briefs. “We can’t wait to see incremental improvements to our workflows with Intelligence Suite,” says Powell.
“We really trust this process in Salsify to ensure our information is accurate. Even when someone makes a manual mistake, Intelligence Suite catches it for us. We’re proactively preventing so many errors in an automated way. This new process has restored trust in our data internally, with our retailer partners, and most importantly, with our shoppers.”
— Dawn Powell, Manager of Ecommerce, Kids2
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