OBI relies on custom AI translation from Supertext

The home improvement chain OBI operates around 640 stores in Europe and offers over 100,000 products and services. Communication requires constant, precise adjustments in order to reach to different linguistic and cultural target groups, both online and in shops. Traditional translation methods reach their limits when it comes to translating several million words per year. The internationally active DIY chain therefore needed an efficient and scalable solution that could keep pace with the classic challenges of e-commerce: large quantities of text, new markets, additional languages, changing product ranges, and short time-to-market.

Defining efficient translation processes was a priority, especially for repetitive tasks such as the product catalogue specifications and item descriptions. OBI wanted to focus its internal resources on management work and quality assurance in order to strengthen the language service department as a centre of expertise. AI translation needed to be integrated as seamlessly as possible into the workflows. Specialised training was intended to familiarise the AI with the terminology used by OBI and ensure even more accurate translations.

OBI began integrating Supertext’s AI translation into its systems in 2019. The two companies worked closely together to develop a specialised AI solution for German, French and Italian, which was gradually expanded to include other languages such as Slovenian and Hungarian. Integration into Trados Studio as well as the PIM and CMS allowed for a smooth connection to existing workflows. The home improvement chain can now translate its content, particularly e-commerce texts, quickly and cost-effectively. The high quality of the results is achieved through both specialised AI models and a supplementary post-editing process by specialised linguists. Supertext AI translation is now available to the entire European workforce (around 2,000 people) and has become the group-wide AI solution.