Founded in 1897

Corporate headquarters located in Michigan

91 manufacturing sites across 30 countries

$43 billion in sales in 2024

~36,000 employees worldwide

Dow is a global materials science company whose innovations support a wide range of everyday applications — from polyurethane foam used in furniture to high-performance packaging and advanced silicones. With operations in more than 30 countries and approximately 36,000 employees, Dow serves customers across markets including packaging, infrastructure, mobility, and consumer applications.

By 2018, Dow recognized that its digital experience did not reflect the innovation happening in its labs and that customers and partners were navigating hundreds of disconnected sites. Dow launched an enterprise-wide initiative to simplify and modernize its digital channels with the goal of improving usability, consistency, and customer access to information.

As part of this initiative, Dow consolidated more than 400 websites into two primary platforms:

• A corporate website supporting investors and partners
• A commerce-focused website supporting customer research and purchasing

This consolidation helped reduce fragmentation across geographies and business units and established a unified, intuitive digital experience supported by data-driven insights.

Dow’s global digital experience supports:

• 17 markets
• 500 applications
• 9,000 products
• 16,000 pieces of technical content

Despite the depth of available information, customers often struggled to quickly find relevant content and products. Dow’s Customer Experience Index (CXi) reflected these challenges, indicating a need for improved search relevance and navigation. Without AI-powered search and relevance tuning, valuable information remained difficult to discover, limiting the effectiveness of the digital experience.

Coveo Solutions

Coveo delivered AI-driven search that combined predictive query suggestions, dynamic navigation, product and content recommendations to improve discoverability, reduce friction, and enable teams to deliver a more personalized, data-driven customer experience.

In 2022, Dow worked with Coveo to improve search relevance and content discoverability across its digital platforms. The implementation was completed in approximately five months.

Key AI capabilities implemented include:

• Predictive search suggestions
• Automatic Relevance Tuning
• Dynamic navigation and filters

These capabilities reduced manual tuning and helped remove internal bias from search rankings, supporting more consistent and relevant results for customers.

The results were immediate: more efficient discovery and measurable improvements in customer experience, setting the stage for ongoing digital innovation.

Following implementation, Dow observed measurable improvements across search and customer experience metrics:

• CXi scores improved
• Zero-result searches were reduced by approximately 70%
• Dow’s Relevance Index reached 87%, exceeding industry benchmarks

Search analytics also enabled teams to identify content gaps and make datainformed improvements to content coverage and usability.

Building on its AI search foundation, Dow launched an internal pilot program in 2025 using Coveo’s generative answering capabilities. This initiative focuses on enabling customers to compare products and receive concise, accurate responses supported by trusted content sources.

Customers will soon be able to instantly compare materials, such as two similar polyethylene resins, and see key differences in an easy to understand visual, conversational format.

The approach includes built-in guardrails, analytics, and feedback mechanisms to support governance and continuous improvement.

Throughout Dow’s digital transformation, close collaboration with Coveo supported implementation, optimization, and ongoing innovation. Coveo’s teams worked alongside Dow across professional services, platform deployment, and ongoing support to ensure speed, reliability, and quality at each stage.

Responsive support and timely issue resolution reinforced Dow’s confidence in Coveo as a reliable partner, enabling continued evolution of its digital experience.

A Future Centered on the Customer

Dow’s experience highlights how large, global organizations can improve digital discoverability by consolidating platforms, applying AI-driven relevance, and using analytics to guide continuous improvement. These efforts have strengthened Dow’s ability to support customers across a complex digital ecosystem.