Writing in a Unified Voice: How AI Solved ETEX's Multi-Brand Content Challenge
Executive Summary
ETEX sought an AI-driven solution to standardize content creation across its brands, Cedral & Equitone. Springbok developed the ETEX Tone of Voice GPT, an AI assistant that ensures all content—emails, website copy, LinkedIn posts, and internal docs—aligns with ETEX's brand identity.
Key Benefits:
- Brand Consistency – Maintains a unified voice across all channels.
- Scalability – Quickly generates content without sacrificing quality.
- Efficiency – Reduces copywriting workload by automating tasks.
- Customizability – Adapts to different brands, audiences, and goals.
- Multilingual – Supports global content creation in multiple languages.
- Seamless Integration – Integrates with existing ETEX platforms and workflows.
By leveraging AI, ETEX ensures consistent, high-quality content at scale while staying true to its brand identity.
Results
AI-Generated Content for Multiple Channels
Implemented Tone of Voice GPT across 4 key channels—email, webpages, LinkedIn, and general content—ensuring consistent, on-brand communication for Cedral & Equitone.
Enhanced Brand Knowledge via RAG Model
Integrated a brand-specific knowledge base, improving the AI’s understanding of ETEX’s identity, values, and language nuances.
Multilingual & Segmentation Expansion
Added multi-language support for global reach and developed segmentation filters for more personalized, goal-oriented content generation.
Operational Efficiency Gains
Reduced content creation time, freeing up teams for strategic work. Automated formatting for various content types (social posts, email templates, product pages).
Seamless Integration into ETEX’s Content Workflow
The AI assistant fits seamlessly into ETEX’s CMS/PIM systems, with future plans to enhance content generation with document uploads and context-based scraping.
Our Approach
The Big Idea:
ETEX required a scalable AI solution that could automate, standardize, and accelerate content production while ensuring brand consistency across multiple sub brands, channels and regions. By implementing an AI-driven Tone of Voice GPT, Springbok enabled ETEX to streamline its content workflows and elevate the quality of its digital communications.
The Strategy:
- Create a Brand-Specific AI Assistant – Develop a GPT model that understands ETEX’s Tone of Voice, vocabulary, and industry-specific terminology.
- Leverage AI for Content Generation & Rewriting – Use AI to assist copywriters by providing consistent, brand-aligned drafts.
- Integrate with Existing Workflows – Connect the AI to ETEX’s CMS/PIM, marketing, and automation tools for seamless content management.
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Ensure Scalability & Personalization – Train AI to adapt content based on channel, audience segment, and communication goals.
The Process:
Phase 1: Proof of Concept (POC)
- Developed a GPT model to rewrite content while maintaining brand identity, using basic RAG to reference website content.
- Built a simple UI for marketing teams to test and refine outputs.
Phase 2: Expansion & Optimization
- Added LinkedIn support and enhanced the AI’s brand knowledge base.
- Improved Tone of Voice execution with refined guidelines and integrated multi-language capabilities for global communication.
Phase 3: POC 2.0 – Full-Scale Implementation (work in progress)
- Expanded RAG knowledge by integrating CMS/PIM product data, enabling document uploads and webpage scraping for real-time learning.
- Introduced multi-model support and customer segmentation filters for personalized content.
- Developed a structured system for iterative content creation.
This AI-driven approach is set to transform ETEX’s content creation, ensuring consistent, high-quality communication at scale.
