Case Study   

More Efficient with AI: How GROHE Achieves Significant Time Savings in Its International Product Copywriting

Grohe Logo
~50 %
Time Savings

GROHE, one of the world’s leading brands for bathroom solutions and kitchen fittings, launches over 1,000 new products each year – each with its own features, target audiences and positioning. Manually creating high-quality product texts had long been a time-consuming task. With Retresco’s AI-based text automation, GROHE has fundamentally transformed this process: faster, more consistent, and scalable for international markets.

Grohe Luxery

The Challenge

  • Over 1,000 New Products Annually with Individual Requirements
  • Diverse Target Audiences: End Customers, Installers, Designers
  • High Effort for Data Maintenance and Text Updates
  • Error-Prone Copy-Paste Processes and Inconsistent Text Quality

The Solution

  • Introduction of AI-Based Text Automation with textengine.io
  • Tailored Text Models for Each Product Line (e.g. Atrio, Allure, Essence)
  • “Expert-in-the-Loop” Principle: Master Texts Are Automatically Varied
  • Automatic Updates When Data Changes (e.g. Colours, Features)

The Result

  • ~50% Time Savings in Text Creation per Product Line
  • Fewer Errors, Improved Control and Consistent Wording
  • Higher Text Quality, Especially in Automated Translations
  • Scalable, Brand-Compliant Content Process for International Markets
Christian Dannhaeuser

"With Retresco, we’ve found a solution that makes our content creation significantly more efficient and reliable. The AI system is intuitive to use and so flexible that even small teams with limited resources can effortlessly produce high-quality product texts. Error-prone copy-paste processes are a thing of the past – adjustments and updates can be quickly and consistently applied across all relevant texts, whether content is being added, replaced or revised. Individually created master texts form the basis for high-quality, varied content. Compared to other providers, Retresco stands out with excellent support, an especially user-friendly interface, and outstanding translation quality."

Christian Dannhäuser

Leader, Content Production
Lixil EMENA bei Grohe AG

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