Key takeaways
Automation for scale: JD Sports uses AI to automate thousands of product descriptions an hour, freeing creative teams for high-impact, trend-responsive work.
Centralization for speed: Breuninger’s centralized content supply chain with integrated translation tools, cut new market rollout times from six months to weeks.
Headless for critical content: Cebu Pacific uses Content Hub and Dynamic Media to deliver time-critical updates consistently across every channel.
Campaigns that once took weeks must now go live in hours. This is the daily reality for commerce leaders. The demand for fresh, relevant content across every market and touchpoint is relentless.
This is the challenge we tackled during our panel, Cracking the Content Code at Amplify25 in London. Moderated by Rachel Tonner, VP of Product Marketing at Amplience, we sat down with leaders from three world-class brands to discuss how they are solving this exact problem by reimagining their content supply chain. Our panelists were:
Craig Egan, Associate Director of Digital Trade, EMEA at JD Sports
Rehan Saleem, Head of Product at Breuninger
Danilo Ladores Jr., Director of Capability and Integration at Cebu Pacific
Patrick Zaldua, Solutions Architect at Cebu Pacific
Here’s how JD Sports, Breuninger, and Cebu Pacific are solving these challenges.
JD Sports: Scaling for a trend-driven audience
A leading sports-fashion retailer founded in the UK, JD Sports now operates internationally, including in 14 complex European markets. Their challenge was twofold: scaling to new markets while managing brand partner guardrails for giants such as Nike and Adidas, and engaging a “fickle, 16-to-24-year-old“ audience. Their rigid, in-house CMS made this impossible, as it required developer intervention for basic content updates.
By adopting the Amplience platform and its automation capabilities, they transformed their workflow. They are now using AI to generate thousands of product descriptions an hour, a task that once bogged down their copywriting teams. Craig Egan explained the impact:
“Copywriters are freed up to do more effective, more fulfilling work that’s going to have a bigger impact.“
Breuninger: Protecting luxury storytelling at scale
Breuninger has cultivated a reputation as Germany’s premier family-owned luxury retailer, with 13 destination stores. When the pandemic flipped their business from being majority in-store to 70% ecommerce, this forced a new strategy focused on internationalization and scalability.
Their strategy prioritized protecting the “creative headspace“ needed for high-end inspiration and storytelling alongside the new demands for speed. They built a centralized content supply chain using Dynamic Content and Content Hub. Rehan Saleem shared their solution:
“With one click, our content editors can just send the content which comes translated, right within Dynamic Content. So, you see how much time you are saving there.“
This automation has cut new country rollouts from six months to a fraction of that, allowing their teams to stop managing repetitive tasks and focus on what matters: inspiring their luxury customers.
Cebu Pacific: Powering distributed commerce across all channels
For a leading airline like Cebu Pacific, which services the vast Southeast Asia region and its market of over 2 billion people, the role of content is far more critical than just marketing. The airline industry is heavily regulated, requiring them to deliver time-critical updates like flight disruptions and cancellations instantly.
Danilo Ladores Jr. and Patrick Zaldua explained that their content strategy goes far beyond their website and app. Cebu Pacific uses the Amplience platform to power its entire content ecosystem. Using Content Hub as their central asset source, their marketing team can create an asset once and deliver it everywhere. Dynamic Media automatically optimizes that asset for their website, mobile app, digital kiosks, and even media partners for physical billboards and magazine ads. This ensures brand consistency and a seamless customer experience.
As Patrick Zaldua explained, Dynamic Media was key:
“We used Dynamic Media to really optimize on what device they use and what format they are able to support, giving us the capability to deliver content without sacrificing the quality but also improving the performance.“
Reimagine your content supply chain with Amplience
The insights from JD Sports, Breuninger, and Cebu Pacific make one thing clear: modern commerce isn’t just about managing content. It’s about optimizing an entire content supply chain.
Each of these leaders faced a different challenge. JD Sports is scaling to meet rapid trends, Breuninger is scaling luxury storytelling, and Cebu Pacific is scaling critical content across all channels. They all found their solution in centralizing content and automating repetitive work.
These brands prove that moving beyond fragmented, manual processes is the new playbook for winning at scale. They are creating a future where their content and their business move at the speed of ideas.
To see how Amplience’s Cognitive Content Management System can help you reimagine your own content supply chain, book a demo today.