In industrial robotics, the stakes are high and the margin for error is razor thin. The products are intricate, the configurations are endless, and the customers who rely on them operate in environments where the wrong answer — or a slow one — can stop a production line cold. Building a digital experience built for that complexity, one that actually works for every type of user at every stage of the journey, isn’t easy. ABB Robotics did it anyway.
ABB Robotics is a global leader in robotics and automation, serving customers across automotive, electronics, consumer goods, and beyond. But it’s not just robots, it’s the full picture: software, accessories, peripheral equipment, and spare parts, supporting customers through every stage of their automation journey.
The Coveo Pinnacle Award, our highest honour, is presented to a visionary organization that leads transformative change — delivering measurable business impact across multiple use cases through the adoption of our most advanced innovations. This year’s award goes to ABB Robotics, and it’s well deserved.
At Coveo, we measure our own success by the business outcomes our customers achieve, and what ABB Robotics has built is exactly the kind of story we love to tell.
A Catalog of 35,000 Products. A Customer Base With Zero Tolerance for Friction.
ABB Robotics is a global leader in robotics and automation, serving customers across automotive, electronics, consumer goods, and beyond. Their portfolio spans approximately 35,000 products — not just robots, but the configurations, software, accessories, spare parts, and services that surround them. It’s a catalog built for precision, serving customers who demand exactly that.
Those customers aren’t all the same, either. A procurement manager requesting a quote has completely different needs from a maintenance engineer mid-installation who needs a circuit diagram right now, before something goes wrong on the plant floor. Same portal. Completely different jobs to be done. And in industrial automation, getting the wrong answer — or just getting it slowly — isn’t a minor inconvenience. It can stop a production line.
“We’re serving very different audiences, from design engineers to service technicians, procurement teams, and general managers. Enhancing search was about simplifying this complexity — helping customers find the right solutions faster, access critical technical information instantaneously, and move more efficiently from exploration to decision.”
Marina Bill, Group Vice President, Head of Marketing and Sales, Head of Software and Digital, Robotics Division, ABB
For a long time, serving all of those personas well meant a lot of manual effort, a lot of jumping between systems, and a lot of relying on people rather than technology to bridge the gaps. ABB Robotics knew they could do better.
One Portal. Every Persona. No Dead Ends.
Built on SAP Commerce Cloud, Robotics One is ABB’s answer to the complexity problem — a single destination for customers and internal users at every stage of the lifecycle, powered by two Coveo capabilities working in tandem.
Coveo for Commerce handles product discovery across a catalog that demands serious relevance muscle. It surfaces the right products, compatible components, and related documentation based on context and intent — making the decision-making process faster and more accurate, and creating natural moments for cross-sell and up-sell that feel like helpful guidance rather than noise.
Coveo Generative Answering powers the Knowledge Hub, a self-service resource center that delivers direct, grounded answers drawn from ABB’s global documentation library. Spec sheets, CAD files, compatibility information, installation guides — whatever a customer needs, the Knowledge Hub finds it and surfaces it in context. No dead ends. No “call your rep.”
“Generative answering is the real value-maker here — being able to get the exact answer to whatever they’re asking, and in a grounded way.”
Franco Mezzano, Global eCommerce Manager, ABB Robotics
It Takes a Village
None of this happened in isolation. Valtech handled the technical implementation and integration into SAP Commerce Cloud. Coveo Professional Services supported the initial indexing and configuration. And Coveo Customer Success has been a consistent presence since launch; tracking KPIs, supporting adoption, and helping the team build on what’s working.
This is what good implementation looks like. Not a handoff, but a partnership, and in a transformation that touches 100 markets across 50 countries, that kind of organizational alignment matters just as much as the technology itself.
Want to hear the story straight from the source? Watch Marina Bill, Group Vice President, share the ABB Robotics journey — the challenges, the decisions, and what’s coming next.
See How Other Leaders Are Doing It
ABB Robotics is one of many organizations using AI-powered relevance to transform their digital experience. Hear directly from innovators like ADI, Freedom Furniture, Lexmark, BMC, and more. Watch their stories here.